CONTENT

1. Chapter-1
1.1 EXECUTIVE SUMMARY

1.2 INTRODUCTION TO GREEN MARKETING

 Meanings & concepts
 Importance of green marketing
 Goals of Green marketing
 Benefits of Green Marketing
 Golden Rules of Green Marketing

2. Chapter-2
2.1 CHALLENGES IN GREEN MARKETING

2.2 GREEN MARKETING – Reasons for adoption by the firms

2.3 GREEN MARKETING MIX

3. Chapter-3
3.1 MOVING TOWARDS GREEN MARKETING
3.2 SHIFTING TO A GREEN ERA
3.3 GREEN WASHING
3.4 GREEN STRATEGY FORMULATION

4. Chapter-4
4.1 GREEN MARKETING: A CORPORATE INITIATIVE

5. Chapter- 5

5.1UNDERSTANDING CONSUMER PERCEPTION AND

PRIORITIES TO MAXIMIZE BUSINESS
0
 5.2 GREEN CONSUMER BEHAVIOUR

6. Chapter- 6
6.1 RESEARCH OBJECTIVES

6.2 RESEARCH METHODOLOGY

6.3 DATA ANALYSIS & INTERPRETATION

6.4 RESEARCH FINDINGS

7. Chapter-7
7.1 LIMITATION OF THE PROJECT

7.2 RECOMMENDATION

8. CONCLUSION
9. Chapter- 9
9.1 APPENDIX

 Questionnaire
 Bibliography

1
 EXECUTIVE SUMMARY

Pantaloons is the largest Indian retailer having an established presence in all

the retail verticals and operating multiple retail formats,viz. Pantaloon,

Central, Big Bazaar and Food Bazaar,

Globally, organized retail contributes about 80% of the overall retail

sector. Unlike the developed nations, the organized retail

penetration is low in developing countries. with Indian penetration estimated

at a modest 6%-8% as of 2007.

Key factors such as strong economic growth, favorable demographics,

increasing number of dual income families, changing lifestyle,

rising aspirations of young consumers and increase in discretionary income

expected to drive growth in the Indian organized retail

market. We expect the organized retail sector to grow rapidly and reach a

15% penetration level by 2013.

Pantaloon has successfully tapped the opportunities within the retail

space, especially in the value formats. The Company has been able to

leverage on its multi-formats-multi-brand stores, secure prime locations at

the best possible prices and command a strong bargaining power with

suppliers, which provide it an edge over its competitors.

2
 Pantaloons’ ability to understand the Indian consumer psyche, its

experience in managing growth, massive expansion plans, excellent

execution capabilities, sound financial performance and huge growth

opportunities (offered by the organized retail boom in India) augur well for

the Company’s overall future prospects.

Notwithstanding the inflationary trends in the economy, the

management has indicated that it is confident that they will be able to control

increases in average rentals. Management confirmed in multiple discussions

with RRG analysts that they are confident of their growth\ prospects, though

the current real estate environment has resulted in minor delays in properties

coming on-stream.

The stock trades at less than 8x 2010 EV/EBITDA. We maintain our

positive outlook on the stock and recommend a BUY with a target

price of Rs 561, an upside of 65% from current levels.

INVESTMENT HIGHLIGHTS

 The global retail sector posted a CAGR of 5% for the last five years

(2003-2007) to reach a value of USD9.1 tn in 2007. Food, apparel

3
 and technology retailing dominate the sector, accounting for about

59.9% of the Soverall market size.

 The organized retail sector is largely dominated by developed

countries such as the US, Japan and the European nations, where it

contributes over 80% of the total retail revenue. Developing countries

such as China, India and Brazil are coming up the ladder experiencing

a rapid growth in organized retail. However, the level of penetration

varies from 5% to 30%, against 75-85% in developed countries.

 In China, the share of organized retail rose to 20% in 2006 from less

than 5% in 1990, growing at a CAGR of 24.2% to USD196.6 bn.

 Traditionally dominated by ‘mom and pop stores’ the Indian retail

sector valued at USD309.7 bn, contributed about 34.2% of India’s

GDP in 2007.

 In India, organized retail has very low level of penetration, estimated

at only 6-8%. However, the country is catching up, with the sector

witnessing a high growth similar to the one observed in the telecom

sector over the last 10 years.

4
5
 (1.1) EXECUTIVE SUMMARY

In today's business world environmental issues plays an important role in

marketing. All most all the governments around the world have concerned

about green marketing activities that they have attempted to regulate them.

For example, in the United States (US) the Federal Trade Commission and

the National Association of Attorneys-General have developed extensive

documents examining green marketing. In my research there has been little

attempt to academically examine environmental or green marketing. It

introduces the terms and concepts of green marketing, briefly discuss why

going green is important and also examine some of the reason that

organizations are adopting a green marketing philosophy. It also focuses

some of the problems with green marketing.

Besides this, this report also stresses upon the effect of green marketing on

the consumers. The data has been collected from the respondents through

surveys and a detailed questionnaire was designed for that purpose. The

interviews have been conducted from the respondents at different locations

in Kolkata. The sample size includes 50 respondents. The data gathered has

6
been analyzed on a question-by-question basis. The details of the research

findings are mentioned after the analysis, and recommendations are given

based on the research findings.

Finally I can say Green marketing isn't just a catchphrase; it's a marketing

strategy that can help a company to get more customers and make more

money. But only if you do it right.

(1.2)INTRODUCTION TO GREEN

MARKETING

 Meanings & Concepts:

According to the American Marketing Association, green marketing is the

marketing of products that are presumed to be environmentally safe. Thus

green marketing incorporates a broad range of activities, including

➢Product modification,

➢Changes to the production process,

➢Packaging changes, as well as Modifying advertising.

7
Yet defining green marketing is not a simple task where several meanings

intersect and contradict each other; an example of this will be the existence

of varying social, environmental and retail definitions attached to this term.

Other similar terms used are Environmental Marketing and Ecological

Marketing.

The term green marketing came into prominence in the late 1980s and early

1990s. The American Marketing Association (AMA) held the first workshop

on "Ecological Marketing" in 1975. The proceedings of this workshop

resulted in one of the first books on green marketing entitled "Ecological

Marketing" Thus green marketing incorporates a broad range of activities,

including product modification, changes to the production process,

packaging changes, as well as modifying advertising.

My definition which encompasses all major components of other definitions

is: "Green or Environmental Marketing consists of all activities designed to

generate and facilitate any exchanges intended to satisfy human needs or

wants, such that the satisfaction of these needs and wants occurs, with

minimal detrimental impact on the natural environment." This definition

incorporates much of the traditional components of the marketing definition

that is "All activities designed to generate and facilitate any exchanges

intended to satisfy human needs or wants".

8
So, in simple terms Green marketing refers to the process of selling products

and/or services based on their environmental benefits. Such a product or

service may be environmentally friendly in it or produced and/or packaged

in an environmentally friendly way.

The obvious assumption of green marketing is that potential consumers will

view a product or service's "greenness" as a benefit and base their buying

decision accordingly. The not-so-obvious assumption of green marketing is

that consumers will be willing to pay more for green products than they

would for a less-green comparable alternative product - an assumption that

has not been proven conclusively, specially the mild effect which it had on

consumers has washed away by the present recession (2008-09) only.

Green marketers though argue that it is a way to use the environmental

benefits of a product or service to promote sales. Many consumers will

choose products that do not damage the environment over less

environmentally friendly products, even if they cost more. With green

marketing, advertisers focus on environmental benefits to sell products such

as biodegradable diapers, energy-efficient light bulbs, and environmentally

safe detergents.

People buy billions of dollars worth of goods and services every year—

many of which harm the environment in the way they are harvested, made,

9
or used. Environmentalists support green marketing to encourage people to

use environmentally preferable alternatives, and to offer incentives to

manufacturers that develop more environmentally beneficial products.

 Importance of green marketing

Man has limited resources on the earth, with which she/he must attempt to

provide for the worlds' unlimited wants. There is extensive debate as to

whether the earth is a resource at man's disposal. In market societies where

there is "freedom of choice", it has generally been accepted that individuals

and organizations have the right to attempt to have their wants satisfied. As

firms face limited natural resources, they must develop new or alternative

ways of satisfying these unlimited wants. Ultimately green marketing looks

at how marketing activities utilize these limited resources, while satisfying

consumers wants, both of individuals and industry, as well as achieving the

selling organization's objectives.

When looking through the literature there are several suggested reasons for

firms increased use

of Green Marketing. Five possible reasons cited are:

• Organizations perceive environmental marketing to be an opportunity that

can be used to achieve its objectives

10
• Organizations believe they have a moral obligation to be more socially

responsible

• Governmental bodies are forcing firms to become more responsible

• Competitors' environmental activities pressure firms to change their

environmental marketing activities

• Cost factors associated with waste disposal, or reductions in material usage

forces firms to modify their behavior.

 Goals of Green Marketing

• Eliminate the concept of waste.

• Reinvent the concept of product.

• Make prices reflect actual and environmental costs.

• Make environmentalism profitable.

• Bringing out product modifications.

• Changing in production processes.

• Packaging changes.

• Modifying advertising.

 Benefits of Green Marketing

Today’s consumers are becoming more and more conscious about the

environment and are also becoming socially responsible. Therefore, more

11
companies are responsible to consumer’s aspirations for environmentally

less damaging or neutral products. Many companies want to have an early

mover advantage as they have to eventually move towards becoming green.

Some of the advantages of green marketing are:

• It ensures sustained long term growth along with profitability.

• It saves money in the long run, though initially the cost is more.

• It helps the companies market their products and services keeping the

environment aspects in mind. It helps in accessing the new markets and

enjoying the competitive advantage.

• Most of the employees also feel proud and responsible to be working for an

environmentally responsible company.

 Golden Rules of Green Marketing

1. Know Your Customer: Make sure that the consumer is aware of and

concerned about the issues that your product attempts to address, (Whirlpool

learned the hard way that consumers wouldn’t pay a premium for a CFC-

free refrigerator because consumers dint know what CFCs were.).

12
2. Empower Consumers: Make sure that consumer feel. By themselves or

in concert with all the other users of your product, that they can make a

difference. This is called “empowerment” and due to this main reason

consumers will buy greener products.

3. Be Transparent: Consumers must believe in the legitimacy of the

product and the specific claims made in regard.

4. Reassure the Buyer: Consumers must be made to believe that the product

performs the job it’s supposed to do-they won’t forego product quality in the

name of the environment.

5. Consider Your Pricing: If you’re charging a premium for your product-

and many environmentally preferable products cost more due to economies

of scale and use of higher-quality ingredients-make sure those consumers

can afford the premium and feel it’s worth it. Thus leading brands should

recognize that consumer expectations have changed. It is not enough for a

company to green its products; consumers expect the products that they

purchase pocket friendly and also to help reduce the environmental impact in

their own lives too.

13
14
 2.1 Challenges in Green Marketing

➢NEED FOR STANDARDIZATION

It is found that only 5% of the marketing messages from “Green”

campaigns are entirely true and there is a lack of standardization to

authenticate these claims. There is no standardization to authenticate these

claims. There is no standardization currently in place to certify a product as

organic. Unless some regulatory bodies are involved in providing the

certifications there will not be any verifiable means. A standard quality

control board needs to be in place for such labeling and licensing.

➢NEW CONCEPT

Indian literate and urban consumer is getting more aware about the

merits of Green products. But it is still a new concept for the masses. The

consumer needs to be educated and made aware of the environmental

threats. The new green movements need to reach the masses and that will

take a lot of time and effort.

By India’s ayurvedic heritage, Indian consumers do appreciate the

importance of using natural and herbal beauty products. Indian consumer is

exposed to healthy living lifestyles such as yoga and natural food

15
consumption. In those aspects the consumer is already aware and will be

inclined to accept the green products.

➢PATIENCE AND PERSEVERANCE

The investors and corporate need to view the environment as a major

long-term investment opportunity, the marketers need to look at the long-

term benefits from this new green movement. It will require a lot of patience

and no immediate results. Since it is a new concept and idea, it will have its

own acceptance period.

➢AVOIDING GREEN MYOPIA

The first rule of green marketing is focusing on customer benefits i.e.

the primary reason why consumers buy certain products in the first place. Do

this right, and motivate consumers to switch brands or even pay a premium

for the greener alternative. It is not going to help if a product is developed

which is absolutely green in various aspects but does not pass the customer

satisfaction criteria. This will lead to green myopia. Also if the green

products are priced very high then again it will lose its market acceptability.

16
 (2.2)GREEN MARKETING – REASONS

FOR ADOPTION BY THE FIRMS

Green marketing has been widely adopted by the firms worldwide and the

following are the possible reasons cited for this wide adoption:

1) OPPORTUNITIES - As demands change, many firms see these changes

as an opportunity to be exploited and have a competitive advantage over

firms marketing non-environmentally responsible alternatives. Some

examples of firms who have strived to become more environmentally

responsible, in an attempt to better satisfy their consumer needs are:

•McDonald's replaced its clam shell packaging with waxed paper

because of increased consumer concern relating to polystyrene production

and Ozone depletion.

•Tuna manufacturers modified their fishing techniques because of

the increased concern over driftnet fishing, and the resulting death of

dolphins.

17
•Xerox introduced a "high quality" recycled photocopier paper in an attempt

to satisfy the demands of firms for less environmentally harmful products.

2) GOVERNMENTAL PRESSURE - As with all marketing related

activities, governments want to "protect" consumers and society; this

protection has significant green marketing implications. Governmental

regulations relating to environmental marketing are designed to protect

consumers in several ways,

1. Reduce production of harmful goods or by-products

2. Modify consumer and industry's use and/or consumption of harmful

goods

3. Ensure that all types of consumers have the ability to evaluate the

environmental composition of goods

Governments establish regulations designed to control the amount of

hazardous wastes produced by firms. For example, New Delhi, the India's

capital was getting polluted gradually at a very fast pace till Supreme Court

of India forced a change of fuel on it. In 2002, a directive was issued to

completely adopt CNG in all public transport systems to curb pollution.

18
3) COMPETITIVE PRESSURE - Another major force in the

environmental marketing area has been firms' desire to maintain their

competitive position. In many cases firms observe competitors promoting

their environmental behaviors and attempt to emulate this behavior. In some

instances this competitive pressure has caused an entire industry to modify

and thus reduce its detrimental environmental behavior. For example, it

could be argued that Xerox's "Revive 100% Recycled paper" was introduced

a few years ago in an attempt to address the introduction of recycled

photocopier paper by other manufacturers. In another example when one

tuna manufacture stopped using driftnets the others followed suit.

4) SOCIAL RESPONSIBILITY- Many firms are beginning to realize that

they are members of the wider community and therefore must behave in an

environmentally responsible fashion. This translates into firms that believe

they must achieve environmental objectives as well as profit related

objectives. This results in environmental issues being integrated into the

firm's corporate culture. There are examples of firms adopting both

strategies. Organizations like the Body Shop heavily promote the fact that

they are environmentally responsible. While this behavior is a competitive

advantage, the firm was established specifically to offer consumers

19
environmentally responsible alternatives to conventional cosmetic products.

This philosophy is directly tied to the overall corporate culture, rather than

simply being a competitive tool.

Fund managers and corporate developers too, are taking into account the

environmental viability of the company they invest in Venture Capitalists

are investing in green business because they believe it's a growth

opportunity. Britain based HSBC became the world's first bank to go carbon

neutral late last year and is now turning its 11000 buildings in 76 countries

worldwide into models of energy efficiency." our customers have told us

that they decide where they shop based on whether the business is a good

neighbor ". Says David North, Tesco’s community director.

An example of a firm that does not promote its environmental initiatives is

Coca-Cola. They have invested large sums of money in various recycling

activities, as well as having modified their packaging to minimize its

environmental impact.

While being concerned about the environment, Coke has not used this

concern as a marketing tool. Thus many consumers may not realize that

Coke is a very environmentally committed organization. Another firm who

is very environmentally responsible but does not promote this fact, at least

outside the organization, is Walt Disney World (WDW). WDW has an

20
extensive waste management program and infrastructure in place, yet these

facilities are not highlighted in their general tourist promotional activities.

5) COST OR PROFIT ISSUES - Firms may also use green marketing in

an attempt to address cost or profit related issues. Disposing of

environmentally harmful by-products, such as polychlorinated biphenyl

(PCB) contaminated oil are becoming increasingly costly and in some cases

difficult.

Therefore firms that can reduce harmful wastes may incur substantial cost

savings. When attempting to minimize waste, firms are often forced to re-

examine their production processes. In these cases they often develop more

effective production processes that not only reduce waste, but reduce the

need for some raw materials. This serves as a double cost savings, since both

waste and raw material are reduced.

In other cases firms attempt to find end - of - pipe solutions, instead of

minimizing waste. In these situations firms try to find markets or uses for

their waste materials, where one firm's waste becomes another firm's input

of production. One Australian example of this is a firm who produces acidic

waste water as a by-product of production and sells it to a firm involved in

neutralizing base materials.

21
 (2.3)GREEN MARKETING MIX

PRODUCT

Entrepreneurs wanting to exploit emerging green markets either: Identify

customers’ environmental needs and develop products to address these needs

or will develop environmentally responsible products to have less impact

than competitors.

The increasingly wide variety of products on the market that support

sustainable developments are:

• Products made from recycled goods, such as Quick’ N Tuff housing

materials made from recycled broccoli boxes.

• Products that can be recycled or reused.

• Efficient products, which save water, energy or gasoline, save money and

reduce environmental impact.

• Products with environmentally responsible packaging, McDonalds, for

example, changed their packaging from polystyrene clamshells to paper.

• Products with green labels, as long as they offer substantiation.

• Certified products, which meet or exceed environmentally responsible

criteria.
22
• Organic products-many customers are prepared to pay a premium for

organic products, which offer promise of quality. Organic butchers, for

example, promote the added qualities such as taste and tenderness.

• A service that rents or loans products-toy libraries.

Whatever the product or service, it is vital to ensure that products meet or

exceed the quality expectation of customers and is thoroughly tested.

PRICE

Pricing is the critical element of the marketing mix. Most customers will

only be prepared to pay a premium if there is a perception of additional

product value. This value may be improved performance, function, design,

visual appeal or taste. Environmental benefits will be often be the deciding

factor between products of equal value or quality.

Environmentally responsible products, however are often less expensive

when product life cycle coast are taken into consideration, for example fuel-

efficient vehicles, water efficient printing and non-hazardous products.

PLACE

The choice of where and when to make products available will have

significant impact on the customers you attract. Very few customers go out

of their way to buy green products merely for the sake of it. Marketers

looking to successfully introduce new green products should position them

23
broadly in the market place so they are not just appealing to a small green

niche market.

The location must also be consistent with the image you want to project and

allow you to project your own image rather than being dominated or

compromised by the image of venue. The location must differentiate you

from the competitors. This can be achieved by in-store promotions and

visually appealing displays or using recycled materials to emphasize the

environmental and other benefits.

PROMOTION

Promoting products and services to target markets include paid advertising,

public relations, sales promotions, direct marketing and on-site promotions.

Smart green marketers will be able to reinforce environmental credibility by

using sustainable marketing and communication tools and practices. For

example, many companies in the financial industry are providing electronic

statements by email; e-marketing is rapidly replacing more traditional

marketing methods and printed materials can be produced using recycled

materials and efficient processes such as waterless printing.

Retailers, for example are recognizing the value of alliances with other

companies, environmental groups and research organizations. When

promoting their environmental commitment to reduce the use of plastic bags

24
and promote their green commitment, some retailers sell shopping bags and

promote their green commitments.

25
26
 (3.1)Moving Towards Green Marketing

The era of green marketing has begun. It has already been granted wide

acceptance by all stakeholders. However, there is a need to lay down the

standards and practices, in order to bring in objectivity in the judgment of

various national and international agencies. This will not only encourage the

activities of green marketing but shall also provide the much needed level

playing fields to all.

 DEVELOPMENT OF ISO 14000 SERIES OF STANDARDS.

ISO has been developed to help any company in any country to meet the

goal of sustainable development and environmental friendliness. The ISO

14000 family of standards ( i.e. ISO 14001, 14004, 14010, 14011 and 1412)

were published as an official document in 1996.

The ISO series aims to provide guidance for developing a comprehensive

approach to environmental management and for standardizing some key

environmental tools of analysis such as labeling and life cycle assessment.

 ECO-LABELING INITIATIVES

Eco label provide information regarding the environmental performance of

products. The objective of eco-labeling is to provide authentication to

27
genuine claims regarding the environmental impact of products and

processes by manufacturers.

In India the government has introduced the eco-mark scheme since 1981.

The objectives of the Scheme are:

• To provide incentives to manufacturers and importers to reduce the adverse

environmental impact of products.

• To reward genuine initiatives by companies to reduce adverse impact of

environmental impact of products.

• To assist consumers to become environmentally responsible in their daily

lives by providing them information to take account of environmental

factors in their daily lives.

• To encourage citizens to purchase products which have less environmental

impact.

 ECO-LABELLING SCHEMES IN INDIA

The Ministry of environment and forest of government of India has

prescribed the following criteria for products:

• That they cause substantially less pollution than comparable products in

production, usage and disposal,

• That they are recycled and/or recyclable whereas comparable products are

not.

28
• That they contribute to a reduction on adverse environmental health

consequences.

• That they comply with laws, standards and regulations pertaining to the

environment.

• That their price is not exorbitantly higher than comparable products.

(3.2)SHIFTING TO A GREEN ERA

The color GREEN, until recently was associated all over the world with

emerald. In the modern age, however, GREEN is getting associated with

sustainable development. Being green is no longer a matter of choice; its

marketing is a must, or else enterprise may run the risk of losing customers,

employees and shareholders. It has become almost a necessity to maintain a

green lifestyle.

The possibility of oceans rising and claiming coastal lives, climate change,

and polluted air and water are beginning to gain momentum towards the

green movement.

Today there is an increasing concern among the business houses towards the

challenges posed by the environment. Green consumerism is playing a

catalytic role to bring in environmentalism and make business green

29
oriented. Also it has been noticed that there has been an increasing trend of

consumers demanding for a “Green Image” of an enterprise. The most

feasible option available for the business houses is to put into practice the

process of “Green Manufacturing”. It involves product recovery activities as

well as reverses logistics.

Product recovery concept is applied on the returned product so as to translate

it to a usable one, for example remanufacturing, refurbishing or even

recycling. Whereas reverse logistics focuses on inbound supply and

distribution of used goods and inventory.

Companies like ABB, MUL, Ranbaxy and many more have taken up green

projects. They sponsor huge amount and in return earn a lot of goodwill, low

cost publicity, and an environment conscious image. Scores of such

enterprises have responded to environmental concerns with several strategic

versions of green business, which are enumerated below:

• Adopting products/packages to make them environmentally sound.

• Making realistic environmental claims about existing products through the

advertisements.

• Linking brands with environmental causes to create goodwill.

• Introducing entirely new range of products explicitly designed to appeal

environmentally conscious consumers.

30
 (3.3)GREEN WASHING

“Green washing” is the process of making products and services “Green” in

all respects.

To make products and services green the businesses need to focus on

bringing the green in various aspects such as:

 Supply Chain

 Packaging

 Raw Material

 Product Innovations

It is not enough just to develop a brand or a logo, or invest in an advertising

campaign, and then position a product as Green before consumers.

Like any other new concept, marketers must first educate the public about

going green, ensure product credibility, and establish trust. Moreover, since

“Green” aspect of the product is not a tangible attribute that the consumers

receive the consumer has to be convinced about the benefits of the green

benefits of the product. It is also important to understand how companies

across the globe are innovating and creating “Green” products.

31
  “GREEN” RAW MATERIAL-

This refers to using recycled material or using material, which does not have

a negative impact on natural resources like resulting in problems such as

deforestation and pollution.

Example: Grid core Systems International – demonstrated the use of

Recycled Building Material. The company was looking for an alternative

building material in-order to reduce the impact on environment. While

researching they discovered space board, a new type of building panel

developed by the Forest Products laboratory. Space board can be

manufactured from various recycled or agricultural fibers, and due to a

honeycomb the interior design is just as strong as and several times lighter

than conventional fiberboard.

 “GREEN” IN MANUFACTURING-

This focuses on using renewable energy for production and minimizing air

and water pollution during the manufacturing process.

Example: Energy Star is helping businesses and consumers save money and

check pollution.

32
Energy star has its own pre defined parameters and gadgets which conform

to the energy efficiency standards. The businesses that join hands with

energy star sign an MOU and upgrade their facility as per the requirement

outlined by Energy Star. There are about 2,400 corporations, hospitals,

schools and other organizations, which are energy star compliant in the US

today.

The real estate developers, architects and environmentalists across the globe

are working together to create the next wave of modern eco-friendly

projects: green buildings and manufacturing facilities. They are using energy

conservation appliances and recycling building products and water

harvesting techniques in their projects.

 “GREEN” IN PRODUCT DEVELOPMENT-

This refers to either environment friendly or environment efficient products

as demonstrated by the following examples.

Example: Kodak’s Recyclable Camera When Kodak created its first

disposable camera it also solved the waste disposal problem by initiating a

‘camera take back’ scheme during picture processing. This not only reduced

the waste disposable problem, it also saved Kodak the manufacturing costs

for new cameras. This made it completely recycled camera.

33
Example: Philips Earthlight Compact Fluorescent Light Bulbs With

relentless efforts on research and development the company was successful

in producing compact fluorescent light bulbs, which are the most energy

efficient bulbs.

 “GREEN” BY USING ALTERNATIVE INGREDIENTS TO

REDUCE HEALTH RISKS -

Example: AFM Safecoat and Safechoice Paints to meet the markets

demand for non-toxic paints, the California based company invested in

Research and Development and developed a full line of non-toxic coatings,

paints, stains and adhesives.

 “GREEN” IN SUPPLY CHAIN-

Example: McDonald’s is often blamed for polluting the environment

because much of their

packaging finishes up as roadside waste. It must be remembered that it is the

uncaring consumer

who chooses to dispose of their waste in an inappropriate fashion.

With the intent to cut costs and work on eco-friendly image and practices

McDonald’s tried to reduce the amount of material disposed by its stores.

34
McDonalds asked the supplier to do away with the cartons for napkins. The

supplier suggested a better way and came up with dimpling pattern on

napkins, which enabled the supplier to pack 25% more napkins in one box

and reduction in shipping cost accordingly. McDonalds also allied with

Environment Defense Fund (EDF) and created a waste reduction plan. It

also made a Paper Task Force to focus on paper waste reduction and better

solid waste management.

Some food chain retailers are working on Green Procurement program to

help purchasing officers to buy products and services that have a lower

environmental impact than comparable products and services.

 “GREEN” IN PACKAGING-

Packaging is a key element of marketing mix for promoting “Green

washing”. It can also be an effective tool to display the “Green” component

of the product.

Natural Package for a Natural Product

When creating product materials, markets need to remember that a “Green”

product is appealing to consumers for its benefits to the environment and for

its roots in natural resources. There should be a consistent look for the

product package, or materials that appear natural, not glossy or extravagant.

35
“Green” consumers tend to appreciate consistence in package and product.

They will appreciate the usage of recycled paper and other environment

friendly materials. That will help manufacturers/suppliers gain customer

loyalty and product credibility.

Third Party Certification Seal on Package

In order to win consumer trust and for product credibility many companies

go in for a third party certification. This helps build trust and acceptability

by the consumer.

A third party seal guarantees the consumer that the product fulfills its

promise and is true to his claim. One such third party in the USA is the

Green-e Program of the Center for Resource Solutions. Certification

provides an independent third-party review of the program similar to the ISO

9000 or CMMI Six Sigma level of certifications, which mat help build

consumer confidence. Once a green product earns certification, they can

publicize this achievement and promote their certification through the use of

the Green-e logo on their marketing materials and website.

 “GREEN” IN SERVICES-

With increased demand for value-based marketing, there is also growing

demand of “Green” services. Global customers are not only interested in

36
cost cutting through outsourcing but are also looking for energy efficient IT

operations.

Example: ITC InfoTech is a good example to understand how to package

the services “Green”

ITC InfoTech is a Bangalore based independent Subsidiary of ITC Ltd. At

corporate level ITC is working to establish itself as a carbon free company.

The company is working on “Triple Bottom Line” i.e. social, economic and

environmental capital. The company is involved in many community driven

initiatives. It is one of the 10 companies globally and first one from India to

start publishing sustainability report in compliance with G3 guidelines of

Global Reporting Initiative. The company is investing in large-scale

plantations to wash away its carbon positive image. It is also focusing on

water harvesting and working towards zero solid waste by recycling.

36 Cigarette warehouses were converted to make ITC InfoTech’s global

development campus in the heart of Bangalore. The company has used

recycled material and virtualization tools for optimizing energy usage in its

data centers. It is also working on digital infrastructure to connect the rural

farmers to the Internet using solar panels for power, so that the Indian

farmers can get information on crop research and monitor weather trends.

The company is using these as a service differentiator and positioning itself

37
as Green service Provide. The corporate image of ITC Ltd. is further

enhancing the True Green Image.

(3.4)Green Strategy Formulation

As in formulation of green strategy, a firm may evolve it from a SWOT

analysis or Environmental Audit.

SWOT ANALYSIS

STRENGTHS

1. Marketers get access to new markets and gain an advantage over

competitors that are not focusing on “greenness.”

2. Marketers can charge a premium on products that are seen as more eco-

responsible.

3. Organizations that adopt green marketing are perceived to be more

socially responsible.

4. Green marketing builds brand equity and wins brand loyalty among

customers.

E.g. research and development capabilities for clean processes and green

products and human resources committed to environmental protection.

38
WEAKNESS

1. Most customers choose to satisfy their personal needs before caring for

environment.

2. Overemphasizing greenness rather than customer needs can prove

devastating for a product.

3. Many customers keep away from products labeled “Green” because they

see such labeling as a marketing gimmick, and they may lose trust in an

organization that suddenly claims to be green.

E.g. products cannot be recycled, and hazardous wastes) of a company.

OPPORTUNITIES

1. Marketing to segment which are becoming more environmentally aware

and concerned.

These consumers are demanding products that conform to these new

attitudes.

2. Organizations perceive green marketing to be a competitive advantage,

relative to the competitors. Firms, therefore, strive to improve upon their

societal awareness. This complements the increase in consumers’ socially

conscious behavior and will therefore give them an advantage over

competitors who do not address these issues.

39
E.g. offering an environmental friendly product and saving resources, and

relating them to internal strengths.

EXTERNAL THREATS

1. Uncertainty as to the environmental impact of present activities, including

that is perceived to be less environmentally harmful.

2. Uncertainty as to which green marketing activities are acceptable from a

government perspective.

3. The possibility of a backlash from consumers or government based on

existing green marketing claims, threat one and two above may cause

backlash to arise.

E.g. competitors gain market shares with green products and increased

environmental regulations).

40
41
 (4.1)GREEN MARKETING: A

CORPORATE INITIATIVE
It is important in today’s world because mankind has limited resources on

the earth and if we want long term sustainability of human life on this

earth’s surface, then companies has to learn to conserve these scarce natural

resources and create products that have less environmental damage.

Otherwise the very existence of humankind will be under question mark.

Corporate are going green from the grassroots level to sustain and win the

customers’ expectations. The environment is becoming increasingly

important part of the corporate reputations and they are actively participating

in greening the corporate strategy. Companies have converted almost all the

products to make them eco-friendly products. Following are the recent

environment friendly initiatives taken by the companies.

Sony: Green “ODO” Digital Camera -

Sony has recently launched developed and launched a range of innovative

products named as “ODO” line products also called as Eco-chic. These

products do not require AC adapter as they were powered by kinetic or solar

42
energy. Sony has used simplified packaging and recycled plastic in the

manufacturing of ODO products as a “Sustainable Product” initiative. The

ODO line products comprise of five products:

1. Spin N Snap: The spin and snap is a digital camera. It has two holes which

are used as

View finder and chargers. On spinning the camera on ones fingers generates

kinetic energy and charges the device.

2. Push Power Play: Push power play is a display device with a roller on the

base. The rollers are used to charge the device by the friction of the device

with hard surface.

3. Crank N’ Capture: Crank and Capture is a digital video camera with a

crank used to operate and generate power.

4. Pull and Play: The pull and play is a stereo headphone with a cord to

simply pull and use.

43
5. Juice Box: The juice box is a credit card sized object used to recharge the

other ODO products.

Sony has also added a new Twirl N Take hand powered digital camera to the

ODO line series. Twirl N take digital camera has a sleek stem circle design.

It is recharged by rolling the round wheel on the hard surface.

Sony’s ODO line product series are the most innovative eco-friendly

products which are very safe and handy. Even children can also use these

products.

Cipla: CFC-free Inhaler -

Cipla-India’s second largest drug company by market share has planned and

started replacing all its CFC contained drugs to meet the international

standard and Montreal Protocol ban deadline. The CFC depletes the ozone

layer and also is a major cause of global warming. Cipla has updated the

necessary technology to avoid the CFC and has also done its clinical trial in

India and overseas. The Rota haler and the Asthalin inhaler are environment

– friendly inhalers, used by asthma and bronchitis patients. These inhalers

are using HFA (Hydro Fluro Alkaline) technology. The Rotahaler is a

powder based inhaler, different from regular inhaler which contains

propellants.

44
Bharat Petroleum -

Bharat Petroleum launched a campaign to position itself as a responsible

corporate ‘green’ entity. Foraying into renewable energy-solar and wind

power-it installed solar panels on its service stations. It also ran a program to

cut production of greenhouse gases by 10% across its units worldwide and

achieved it much ahead of schedule. Cleaner fuels such as Greener Diesel

(ultra low sulphur content) and BP Auotgas were developed. Almost all of

its plants are ISO 14001 certified. Currently it is running a program to

contain its net emissions at current levels for ten years.

Hindustan petroleum -

Hindustan petroleum owns a massive e-waste recycling plants, where

enormous shredders and granulators reduce four million pounds of computer

detritus each month to bite-sized chunks-the first step in reclaiming not just

steel and plastic but also toxic chemicals like mercury and even some

45
precious metals. HP will take back any brand of equipment; its own

machines are 100 percent recyclable.

Nokia: The Take-Back Campaign

The Take-Back campaign is running successfully in 85 countries. It was

recently launched in India, specifically in Bangalore, Delhi, Gurgaon and

Ludhiana, with over 1,300 recycling bins distributed just in the first months.

Other companies:-

• LG has insisted mainly on power management,

• While Nokia has centered its attention on the use of recyclable

materials. Samsung has produced marketing-friendly green devices

46
 like its Restore and Reclaim and has mainly focused on producing

phones with reduced toxins, by removing BFRs (bromide flame

retardants) last year. It also plans to remove most other toxins by the

end of 2012.

• Sony Ericsson, with its Green Heart line, concentrates mainly on

packaging.

Videocon-

• The company has changed its logo, appeal and also its corporate

strategy in order to adjust to the recent global environment and stay in

the race. Videocon changed it logo from the traditional giant solid

silver ‘V’ to a more fluid lava type ‘V’.

• With this new logo, it is visible that the company is trying to portray

itself as an eco friendly company with a fresh outlook and to give a

feel that the Videocon always on the move. Using the color of nature,

47
 i.e. green, Videocon has give a feel that it product are environmentally

aware and with respect to world environmental standards.

IDEA AD CAMPAIGNING- SAVE PAPER. SAVE TREES. SAVE

THE WORLD

IDEA Cellular, the 3rd largest GSM mobile service operator in India, has

its own way to promote the brand. IDEA has launched an ad: Use Mobile,

Save Paper. This ad also features IDEA’s brand ambassador Abhishek

Bachchan, but as a tree! This new ad is sixth in the series. The preceding

campaigns were

• ‘Championing a world without caste’,

• ‘Championing a world in which no one suffers from the disability to

communicate’;

• ‘Education for All’,

• ‘Participative Governance’,

• and the last ‘Walk When You ,Talk’.

48
AIRCEL AD CAMPAIGNING- SAVE OUR TIGERS-

• Save our Tigers campaign is collaborative effort from Aircel and

WWF India to save the wildlife especially tigers worldwide.

• Amitabh Bachaan has joined the initiative as the campaign

ambassador

• Dhoni who roars for our Tigers in Aircel Save our Tiger Ad

49
 • Kiran Bedi, Suresh Raina and Baichung Bhutia follow the same.

DELL-

• For the past three months, Dell has been working towards bringing a

path-breaking initiative for our consumers in India - the Dell Go

Green Challenge. It is designed to promote a green approach towards

technology adoption for consumers in India, by asking them to share

their ideas and stories about how they aim to change the way

technology is being used in our homes and offices.

• As our economy is growing and technology penetration is increasing,

e-waste is one of the biggest challenges we as a nation are facing, and

50
 recycling is still not an option that most consumers are either aware

of, or interested in taking up.

• As one of the world’s leading providers of technology, they recognize

our responsibility to ensure that technology is recycled at the end of

its usable life. Dell was in fact the first computer company to offer

consumer free recycling worldwide and both these initiatives are

designed to create awareness among consumers on recycling of PCs in

India.

• Dell has launched the ‘Dell Go Green Challenge’ in an effort to raise

awareness and community involvement in green initiatives in India.

The challenge invites consumers to share photographs, videos and

other innovative depictions of key issues, concerns or thoughts on

green technology at www.dellgogreen.com.

51
 • The contest has provided a platform to build a Dell Go Green

community of green technology and lifestyle enthusiasts, to connect

with each other online, and share ideas, thoughts and visions on the

issue of e-waste and sustainable technology. We have got over over

600 ideas over the last three months. These ideas have been voted on

by the community and we look forward to the winners being

announced shortly

52
53
 (5.1)UNDERSTANDING CONSUMER

PERCEPTION AND

PRIORITIES TO MAXIMIZE BUSINESS

Carbon labels show consumers the “Carbon Content” of an individual

product. An item’s content is the total amount of carbon dioxide emitted

from very stage of its production and distribution, from source to store. This

is also known as “embedded carbon”, or a carbon footprint. Today’s

consumer is more ethically and environmentally aware than ever before, and

increasingly so with regard to the consumption of food and drink. In the

media, on the shelves, the focus on reducing our carbon footprint is

constantly present, and the push to understand where our food is from

increasing.

Carbon labeling is a really recent development. The focus on reducing

carbon footprint is constantly present, and the push to understand what they

are purchasing and consuming. But to make it a success, the understanding

regarding:

a) What they are purchasing?

54
b) How are they prioritizing- between organic, fair trade, carbon friendly and

so on?

c) Whether the consumers are getting what they want to purchase?

Study Findings on the Basis of Literature Regarding Consumer Behavior:

 Consumers show different attitudes to issues like:

a) Food quality is shoppers’ most important concern. Price is also very

important for those on lower incomes.

b) Whether health, environmental and social issues are very important in

relation to the food they buy.

c) Concerns for health, environmental and social issues vary with household

income or not.

d) Concern for health, environmental and social issues increase with age or

not.

e) Women do most of the shopping, and they are more concerned about

health, environmental and social issues than men.

f) Attitudes vary regionally, and there is particularly strong concern in the

South West.

 Familiarity with labels for different consumers is different:

How familiar are you with each of the following types of information on

product packets on the basis of:

55
a) Most people are at least somewhat familiar with most forms of product

information.

b) Familiarity with the product information is much higher among people

who think the issues are very important.

 Use of labels had different perceptions for different consumers:

Use of the following types of information when making decisions about

what consumers buy is different for every consumer on the basis of:

a) Product information is used by many consumers.

b) There is a clear link between concern about health, environmental and

social issues and use of relevant product information.

c) The gap between attitudes and behavior is wider in relation to

environmental and social issues that in it is with the mainstream health.

d) There is little variation with income, except organic labels are used more

by people with higher incomes.

e) Product labeling is generally used more by older people.

f) Women use nutrition information more, but broadly similar numbers of

men and women use organic and Fair trade information.

g) Different patterns of use in different regions.

 Barriers to greater integration into shopping behavior on the

basis of changing patterns of consumption mean that increasingly

56
 consumers are considering the social, environmental and health

issues associated with production and consumption:

a) “Products too expensive” is the number one barrier.

b) “Takes too much time” is the second biggest barrier to choosing healthy

food.

c) “I don’t know enough about it” is the second biggest barrier to choosing

environmentally friendly and socially responsible food.

d) Other barriers are significant or not, like:

➢Unavailability of products (either altogether, or of sufficient quality).

➢Lack of understanding about the issues in general.

➢Difficulty in understanding the product information.

➢Concerns about the reliability of the product information.

(5.2)GREEN CONSUMER BEHAVIOR

 Environmentally Conscious Consumer Behavior

Environmentally Conscious Behavior (ECCB) is consumer behavior based

on some awareness of the environmental impacts associated with a product

or service, and a desire to reduce those impacts. Many researchers in the

57
field of consumer’s psychology and market research have demonstrated a

substantial grow thin ECCB across a range of markets. It has been

demonstrated through case studies that how product developers and

marketers have capitalized on this positive attitude and effectively

differentiated their product in terms of their environmentally friendly

character. The term environmental consciousness does not have a

standardized definition in the body of academic literature; the reason can be

due to arousal of the term out of political and everyday language.

Environmental consciousness is the desire to protect flora and fauna,

willingness scrutinize the consequences of economic activity and a

willingness to combine long term withshort term planning.

 Green Buyers and Green Consumers

Research about the identity and nature of green consumer has been the

central character in the development of green marketing, as business attempt

to understand and respond to external pressures to improve their

environmental performance. Marketing practitioners and academics are

attempting to identify and understand green consumers and their needs, and

to develop market offerings that meet these needs.

SEGMENTATION OF GREEN CONSUMERS-

58
• True-Blue Greens- The most environmentally active segment of the

society.

• Greenback Greens- Those most willing to pay the highest premium for

green products.

• Spouts- Fence-sitters who have embraced environmentalism more slowly.

• Grousers- Uninvolved or disinterested in environmental issues, who feel

the issues are too big for them to solve.

• Apathetic- The least engaged group who believe that the environmental

indifference is main stream.

Apart from this, Natural Marketing Institute (NMI) divides the market into

following categories:

• Lohas- Very progressive on environment and society, looking for ways to

do more; not too concerned about price.

• Naturalites- Primarily concerned about personal health and wellness, and

use many natural products; would like to do more to protect the

environment.

• Conventional- Practical, like to see the results of what they do; interested

in green products that make sense in the long run.

59
• Drifters- Not too concerned about the environment, figuring we’ve got

time to fix the environmental problems; don’t necessarily buy a lot of green

products.

• Unconcerned-Have other priorities, not really sure what green products are

available and probably wouldn’t be interested anyway; they buy products

strictly on price, value, quality and convenience.

 Consumer Information and Education

If managers believe that consumers view greenness as a motivating variable,

they should invest in conveying information through advertising, direct

mailing, brand labels, in-store displays and pamphlets. The important points

to be noted here are

a. Firms willing to provide clear, comprehensive and credible

information must ensure that consumers have low cost to access it.

b. Governmental policies and stakeholder initiatives can be important in

reducing consumers search, information or transaction costs.

c. Regulators can publish and disseminate it to the media by press

releases and post it on the internet.

d. Stakeholders can use the media as well as use their organization-

specific vehicles such as newsletters.

60
 Green marketing can be successfully implemented by use of ICT in

cost effective way:

 By developing compelling, concise messages, plan innovative ways

to repeatedly deliver, identify appropriate links within network

of political, legislative, nonprofit organization and media, develop

concept based programs and events.

 Utilize extensive relationship with local and national media to get a

client’s message to the right media targets.

 Identify venues, plan tours, identify audiences, and organize meals,

speakers and press.

 Strategies and plan joint PR initiatives as well as joint advertising

campaigns and events to cross-promote companies and organization

campaigns.

 Help develop identify and branding for print, broadcast and digital

mediums.

 Consulting and creation of a corporate design, brochures, leaflets,

info materials.

 Develop web sites, e-mail campaigns, and banner advertising.

 Develop creative print, broadcast and digital advertising, identify

advertising targets and purchase appropriate media slot

61
62
 (6.1)RESEARCH OBJECTIVES
1. To understand the concepts and importance of Green marketing.

2. To understand the level of awareness regarding green marketing

among consumers.

3. To understand the buying behavior of consumers related to green

marketing.

4. To understand how green marketing helps Company to built its image.

5. To understand the success of green marketing as a corporate social

responsibility.

63
 (6.2)RESEARCH METHODOLOGY
 Primary Data Collection:

The data has been collected from the respondents through personal

interviews and a detailed questionnaire was designed for that purpose. The

questionnaire was designed according to the research objectives; the

questions fulfill the aim of determining the impact on consumers towards

green marketing.

 Secondary data collection:

Secondary data is very important to complete a project report. The purpose

of this data was to supplement the primary data. The secondary sources of

collecting data was-

 Internet.

 Magazines.

 Size of sample:

This refers to the numbers of items to be selected from universe to constitute

asample. An optimum sample is one, which fulfills the requirements of efficiency,

representativeness, reliability and flexibility.

 Sample size - 50 consumer

64
 (6.3)DATA ANALYSIS & INTERPRETATION

RESULTS:

According to the analysis of questionnaire most of the respondents were not

aware about green marketing but after reading the questionnaire they realized

what it is all about.

1. Are you aware of the term green marketing?

a. Yes b. No

36
No
14 Yes

0 5 10 15 20 25 30 35 40

The above bar graph indicates that out of 50, 36 respondents are not familiar

with the term Green Marketing. Many of them have a misconception with the

term Green Marketing

65
 2. Have you heard of any campaign related to Green Marketing?

a. Yes

b. No

35
32
30

25

19
20
Yes
15 No
10

From this bar chart we can say that most of the respondents are not

aware of any campaign related to green marketing.

66
 3. Have you been part of any such campaign?

a. Yes b. No

47
50

45

40

35
Yes
30

25 No
20

15

10 3
5

We can see here that out of 50 respondents only 3 has been part of such type

of campaign.

67
 4. Do you consider the environmental aspects of the products before

buying them?

a. Yes b. No c. Sometimes

yes
24%

Sometime
s
48%
No
28%

The above chart indicates that only 48% i .e. the majority of respondents

consider the

Environmental aspect some times. And, only 24% consider the

environmental aspect of the product while buying it

68
5. Do you think that Green Marketing and advertising are good sources of

information about green products and services?

a. Yes b. No

No
6%

Yes
94%

From this pie chart, it indicates that 94% respondents think that green

marketing and advertising are good sources of information about green

products and services.

69
 6. Do you think that Green Marketing activities are good at addressing

environmental issues?

a. Yes b. No

50
45
45
40
35
30
25
20
15
10
5
5
0
Yes No

We can see most of the respondents feel that Green marketing activities are

good at addressing environmental issues.

70
 7. Do you think Green Marketing activities results in better products?

a. Yes b. No

0% 20% 40% 60% 80% 100%

Yes No
In this above bar chart it is clearly indicates that 82% of respondents think

this strategy results in better products while 18% have different opinion.

71
.8. Do you think that Green Marketing strengthen company’s image in the

mind of consumers?

a. Yes b. No

40
37
35

30

25
Yes
20
No
15 13

10

The above chart indicates, majority of the respondents, i.e. 37 respondents

feel that it strengthen company’s image in the mind of consumers.

72
9. Do you think that companies that focus on environmental concerns

persuade consumers to buy products?

a. Yes b. No

No
42%

Yes
58%

Most of the respondents feel that it helps to persuade consumers to buy

products.

73
10. Do you think that by implementing green marketing strategy the

companies are able to gain competitive advantage over others? a. Strongly

agree b. agree c. disagree d. strongly disagree

25

20

15

10

0
strongly agree disagree strongly
agree disagree

Most of them agree that by implementing green marketing strategy the

companies are able to gain competitive advantage over others.

74
11. Do you think sometimes companies are trying to cheat customers in the

name of green products?

a. Yes b. No

33

35

30

25
17 Yes
20 No
15

10

Here, we can say that most of the respondents have negative opinion. They

feel that sometimes companies are trying to cheat the customers in the name

of green products.

75
 (6.4)RESEARCH FINDINGS
In my research work through the survey of questionnaire I find the following

points-

1. Maximum numbers of respondents are not familiar with the term Green

Marketing

2. Most of the respondents are not aware of any campaign related to

green marketing

3. Maximum numbers of respondents sometimes consider the

environmental aspects of the products while purchasing.

4. Significant numbers of respondents feel that green marketing and

advertising are good sources of information about green products and

services.

5. Most of the respondents feel that this marketing strategy helps to

persuade consumers to buy products.

6. Also this type of strategy helps a company to get the competitive

advantage over others.

7. Many respondents feel that sometimes companies are trying to cheat

the customers in the name of green products.

76
77
(7.1)LIMITATIONS OF THE PROJECT

1. DEMOGRAPHIC CONSTRAINTS - will be a main issue of

concern. This is due to the reason that the data collection will be

restricted to the Kolkata

2. DATA RELIABILITY - As the data will be collected from various

sources the accuracy of the data collected would be an area of

concern. It would be an uphill task to validate the data consistency of

the collection of that data.

3. UNAWARENESS – People are unaware of Green marketing. So it’s

a very challenging task for me.

78
 (7.2)RECOMMENDATION
Finite resources such as oil, metal, and even fresh water will become scarcer

and more expensive. If businesses do not become more efficient in using

these resources it will have a huge impact on the bottom line. Investing in

Green Products thus changes from ‘beyond doing good’ to ultimately ‘good

business sense’. Thus they should:

 Invest in research and create clean and environment friendly products.

 Recycle at every level.

 Educate masses of the environment issues because they are going to

be the bulk consumers.

 Socially responsible investing in environment driven projects.

 Plant more trees.

The corporations must rethink:

 Their raw material and procurement strategies.

 They should develop new products

 They should redesign existing products and service.

79
  They should realize that pollution prevention can be a cost saving

activity.

 They should steer their product and packaging designs to use less

material.

80
 (7.3)CONCLUSION
Green marketing covers more than a firm's marketing claims. While firms

must bear much of the responsibility for environmental degradation, the

responsibility should not be theirs alone. Ultimately green marketing

requires that consumers want a cleaner environment and are willing to "pay"

for it, possibly through higher priced goods, modified individual lifestyles,

or even governmental intervention. Until this occurs it will be difficult for

firms alone to lead the green marketing revolution. Having said this, it must

not be forgotten that the industrial buyer also has the ability to pressure

suppliers to modify their activities. Thus an environmental committed

organization may not only produce goods that have reduced their detrimental

impact on the environment, they may also be able to pressure their suppliers

to behave in a more environmentally "responsible" fashion. Final consumers

and industrial buyers also have the ability to pressure organizations to

integrate the environment into their corporate culture and thus ensure all

organizations minimize the detrimental environmental impact of their

activities. Thus green marketing should look at minimizing environmental

harm, not necessarily eliminating it.

81
Green marketing covers more than a firm's marketing claims. While firms

must bear much of the responsibility for environmental degradation,

ultimately it is consumers who demand goods, and thus create environmental

problems. One example of this is where McDonald's is often blamed for

polluting the environment because much of their packaging finishes up as

roadside waste. It must be remembered that it is the uncaring consumer who

chooses to disposes of their waste in an inappropriate fashion. While firms

can have a great impact on the natural environment, the responsibility should

not be theirs alone. It appears that consumers are not overly committed to

improving their environment and may be looking to lay too much

responsibility on industry and government. Ultimately green marketing

requires that consumers want a cleaner environment and are willing to "pay"

for it, possibly through higher priced goods, modified individual lifestyles,

or even governmental intervention. Until this occurs it will be difficult for

firms alone to lead the green marketing revolution. It must not be forgotten

that the industrial buyer also has

the ability to pressure suppliers to modify their activities. Thus an

environmental committed organization may not only produce goods that

have reduced their detrimental impact on the environment, they may also be

able to pressure their suppliers to behave in a more environmentally

82
"responsible" fashion. Final consumers and industrial buyers also have the

ability to pressure organizations to integrate the environment into their

corporate culture and thus ensure all organizations minimize the detrimental

environmental impact of their activities.

83
84
 (8.1)QUESTIONNAIRE
GREEN MARKETING & ITS IMPACT ON CONSUMERS

NAME…………………………………………………………..

ADDRESS………………………………………………………

1. Are you aware of the term green marketing?

a. Yes b. No

2. Have you heard of any campaign related to Green Marketing?

a. Yes b. No

3. Have you been part of any such campaign?

a. Yes b. No

4. Do you consider the environmental aspects of the products before

buying them?

a. Yes b. No c. Sometimes

85
 5. Do you think that Green Marketing activities are good at addressing

environmental issues?

a. Yes b. No

6. Do you think that Green Marketing activities are good at addressing

environmental issues?

a. Yes b. No

7. Do you think Green Marketing activities results in better products?

a. Yes b. No

8. Do you think that Green Marketing strengthen company’s image in

the mind of consumers?

a. Yes b. No

9. Do you think that companies that focus on environmental concerns

persuade consumers to buy products?

a. Yes b. No

86
 10.Do you think that by implementing green marketing strategy the

companies are able to gain competitive advantage over others?

a. Strongly agree b. agree c. disagree d. strongly

disagree

11. Do you think sometimes companies are trying to cheat customers in the

name of green products?

a. Yes b. No

87
 (8.2)BIBLIOGRAPHY

1. Philip Kotler & G. Armstrong. Principles of marketing. New Delhi,

Prentice Hall.

2. Richa Agrawal, Green Marketing: An Emerging Trend (PMR,

Vol.5,April 2000)

3. www.ecomall.com

4. www.greenmarketingcorner.com

5. www.greenpeace.org

6. www.greenmarketing.com

88