A

Research Report
On
“IMPACT OF GREEN MARKETING ON
CUSTOMER SATISFACTION AND
ENVIRONMENTAL SAFETY”
A report submitted in partial fulfillment of the requirements of
MBA Program of

Dr. A.P.J Abdul Kalam Technical University, Lucknow

Submitted To Submitted By
Mr. Himanshu Goel Bhawya Rani Aggarwal
Roll no;1408570028
MBA 4th Sem.

SD COLLEGE OF MANAGEMENT STUDIES

MUZAFFARNAGAR
 DECLARATION

I, Bhavya agarwal student of S.D. College of Management Studies (SEM IV) hereby declare that I

have successfully completed the YEAR LONG RESEARCH PROJECT in the Academic year 2014-

2016.

The Year Long Project Report work entitled as ‘Impact of Green Marketing on Customer

Satisfaction and Environmental Safety’ submitted to the Institute is a record of an original work

done by me under the guidance of Prof. Himanshu Goel (Project Guide).

This Report work has not been performed on the basis for the award of any Degree or Diploma /

Associate-ship / Fellowship and any other similar project if any. This Report has not been previously

submitted for any Examinations / Institutes / Universities.

The information submitted is true and original to the best of my knowledge.

BHAWYA RANI
ROLL NO: 1408570028
 PREFACE

Although environmental issues influence all human activities, few academic disciplines have
integrated green issues into their literature. This is especially true of marketing. As society
becomes more concerned with the natural environment, businesses have begun to modify
their behaviour in an attempt to address society's "new" concerns. Some businesses have been
quick to accept concepts like environmental management systems and waste minimization,
and have integrated environmental issues into all organizational activities. Some evidence of
this is the development of journals such as "Business Strategy and the Environment" and
"Greener Management International," which are specifically designed to disseminate research
relating to business' environmental behaviour.

One business area where environmental issues have received a great deal of
discussion in the popular and professional press is marketing. Terms like "Green Marketing"
and "Environmental Marketing" appear frequently in the popular press. Many governments
around the world have become so 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 issues. One of the biggest problems with the green
marketing area is that there has been little attempt to academically examine environmental or
green marketing. While some literature does exist, it comes from divergent perspectives.

This report will attempt to:

Introduce the terms and concepts of green marketing;

Briefly discuss why going green is important;
Examine some of the reason that organizations are adopting a green marketing
philosophy; and
Mention some of the problems with green marketing.
Find out ways to improve consumer appeal for environmentally preferable products
through different marketing strategies.
 ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep regards to my guide
Mr. Himanshu Goel for his exemplary guidance, monitoring and constant encouragement throughout
the course of this thesis. The blessing, help and guidance given by him from time to time shall carry me
a long way in the journey of life on which I am about to embark.

I also take this opportunity to express a deep sense of gratitude towards him, for his cordial
support, valuable information and guidance, which helped me in having a synopsis of all the sections of
the organization. I would also like to thank my peers and colleagues who provided me their support in
the initial stages of this project.

I am obliged to the staff members of my Institute, for the valuable information provided by
them in their respective fields. I am grateful for their cooperation during the period of my assignment.

I would also take this opportunity to thank our for their invaluable guidance and support.

Lastly, I would like to thank all those who directly and indirectly helped me. I am really
obliged for their constant encouragement in completion of this project without which this assignment
would not have been possible.

BHAWYA RANI
ROLL NO: 1408570028
 TABLE OF CONTENTS

Sr. No. Contents Page No.

1 OVERVIEW 1

2 LITERATURE REVIEW 3

3 OBJECTIVE OF RESEARCH 4

4 INTRODUCTION 5

5 BIRTH OF GREEN MARKETING 6

6 NEED OF GREEN MARKETING 10

7 WHY ARE FIRMS USING GREEN MARKETING? 14

8 CORPORATE SOCIAL RESPONSIBILITY 15

9 GREEN MARKETING: SWOT ANALYSIS 18

10 ROLE OF I.T. IN GREEN MARKETING 20

11 ENVIRONMENTAL STRATEGIES & PRACTICES 21

12 NATIONAL & INTERNATIONAL SCENARIO 22

13 GREEN WARMING – PROPSED SOLUTIONS 24

14 PRESENT TRENDS IN GREEN MARKETING 29

15 WHAT DRIVES ENVIRONMENTALLY CONSIOUS 31

CONSUMERS’BEHAVIOUR?

16
GREEN MARKETING Vs. CONVENTIONAL MARKETING

GREEN MARKETING MIX 41

17 GREEN EXAMPLES: CORPORATE INITIATIVES 44

18 GREEN MARKETING CASES 49

19 INITIATIVES TAKEN BY GOVERNMENT 50

20 GREEN CONSUMER BEHAVIOUR 53

21 FUTURE GRWOTH OF GREEN MARKETING 55

22 STRATEGIES TO BE IMPLEMENTED 57

23 DATA ANALYSIS & INTERPRETATIONS (RESULTS) 59

24 RECOMMENDATIONS 66

25 CONCLUSION 67

26 BIBLIOGRAPHY 68

27 ANNEXURE 69