Professional Documents
Culture Documents
Marketing
1. EXECUTIVE SUMMARY
Product modification,
Changes to the production process,
Packaging changes,
As well as modifying advertising
Basically the main aim of the project is to analyze the developments which are
taking place throughout the world to promote green products and green
marketing.
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Consumer Awareness towards Green
Marketing
➢ Objectives of Research:
• To understand the level of awareness regarding green marketing
among consumers.
• To understand the buying behavior of consumers related to green
marketing.
• To understand how green marketing helps Company to built its image.
2. RESEARCH METHODOLOGY
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Sources of Data:
The data presented are both primary data and secondary data.
Primary Data:
The primary data are those which are collected afresh and for the
first time, and thus happen to be original in character. We collect
primary data during the course of doing experiments in an
experimental research but in case we do research of the descriptive
type and performs surveys. Here the Primary data will be
collected by means of preparing a questionnaire and getting it filled
by a large sample space. These questionnaires will help in drawing
conclusions about the case.
Secondary Data:
Secondary data means data that are already available i.e. they refer
to the data which have already been collected and analyzed by
someone else. When the researcher utilizes secondary data then he
has to look into various sources from where he can obtain them. In
this case he is certainly not confronted with the problems that are
usually associated with the collection of original data. Secondary
data may either be published data or unpublished data.
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or few big renowned business houses are concerned about the day to day
deterioration of oxygen level in our atmosphere but every common citizen of
our country and the world is concerned about this common threat of global
warming.
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Clearly green marketing is part and parcel of overall corporate strategy; along
with manipulating the traditional marketing mix (product, price, promotion
and place), it require an understanding of public policy process. So we can say
green marketing covers a broad range of activities.
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Product modification,
Changes to the production process,
Packaging changes, as well as
Modifying advertising.
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 itself or produced and/or packaged
in an environmentally friendly way.
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Consumer Awareness towards Green
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The green marketing has evolved over a period of time. According to Peattie
(2001), the evolution of green marketing has three phases:
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Consumer Awareness towards Green
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Human Beings have 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:
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Issues like Global warming and depletion of ozone umbrella are the main for
the healthy survival. Every person rich or poor would be interested in quality
life with full of health and vigour and so would the corporate class. Financial
gain and economic profit is the main aim of any corporate business. But harm
to environment cost by sustain business across the globe is realized now
though off late. This sense is building corporate citizenship in the business
class. So green marketing by the business class is still in the selfish
anthological perspective of long term sustainable business and to please the
consumer and obtain the sanction license by the governing body. Industries in
Asian countries are catching the need of green marketing from the developed
countries but still there is a wide gap between their understanding and
implementation.
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➢ 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
consumption. In those aspects the consumer is already aware and will be
inclined to accept the green products.
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Consumer Awareness towards Green
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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.
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.
Today’s consumers are becoming more and more conscious about the
environment and are also becoming socially responsible. Therefore, more
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Explores the context from which market research data comes. Be clear on the
nature of the sample used, the questions asked, the way in which responses
were recorded and the time and place from which the responses come.
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4. Reassure the buyer: Consumers need to believe that your product performs
the job it’s supposed to do — they won't forego product quality in the name of
the environment. (Besides, products that don’t work will likely wind up in the
trash bin, and that’s not very kind to the environment.)
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Conventional
Green Marketing
Marketing
Human beings with Consumers with
Consumers
lives lifestyles
“cradle-to-gave” one
“Cradle-to cradle”
Products size fits for all
flexible services
products
Receptive,
Proactive, independent,
interdependent, competitive,
Corporate
cooperative, holistic, departmentalized,
long term short term oriented
profit maximizing.
PRODUCT
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Consumer Awareness towards Green
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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
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Consumer Awareness towards Green
Marketing
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 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
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Consumer Awareness towards Green
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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
and promote their green commitment, some retailers sell shopping bags and
promote their green commitments.
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Green Marketing
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Consumer Awareness towards Green
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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.
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 Rota haler is a powder based inhaler,
different from regular inhaler which contains propellants.
Maruti Suzuki
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Consumer Awareness towards Green
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adopted and internalized by the employees as the prime reason that helped to
excel in this direction.
Bharat Petroleum
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Consumer Awareness towards Green
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(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
ITC
ITC has been 'Carbon Positive’ for three years in a row sequestering/storing
twice the amount of CO2 than the Company emits. It has been 'Water Positive'
six years in a row creating three times more Rainwater Harvesting potential
than ITC's net consumption. It has obtained close to 100% solid waste
recycling. All Environment, Health and Safety Management Systems in ITC
conform to the best international standards. ITC's businesses generate
livelihoods for over 5 million people.
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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
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Eco-Labeling Initiatives
• They are recycled and/or recyclable whereas comparable products are not.
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Eco-Mark in India
Under the concept, products which are less harmful to the environment or
have benign impact on environment through the various stages of
development-manufacture, packaging, distribution, use and disposal or
recycling may be awarded the Eco-Mark. An earthen pot has been chosen as
the logo for Eco-Mark scheme in India. The familiar earthen pot has
renewable resource like earth, does not produce hazardous waste and consume
little energy in making. As a symbol it puts across its environmental message.
Its image has the ability to reach people and help to promote a greater
awareness of the need to be kind to the environment. The logo Eco-Mark
scheme signifies that the product which carries it does least damage to the
environment.
Green marketing has been widely adopted by the firms worldwide and the
following are the possible reasons cited for this wide adoption:
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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 environmentally
responsible alternatives to conventional cosmetic products. This philosophy is
directly tied to the overall corporate culture, rather than simply being a
competitive tool.
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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.
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Consumer Awareness towards Green
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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.
Apart from this Natural Marketing Institute (NMI) divides the market into
following categories:
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Consumer Awareness towards Green
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There are many lessons to be learned to avoid green marketing myopia, the
short version of all this is that effective green marketing requires applying
good marketing principles to make green products desirable for consumers.
The question that remains, however, is, what is green marketing’s future?
Business scholars have viewed it as a “fringe” topic, given that
environmentalism’s acceptance of limits and conservation does not mesh well
with marketing’s traditional axioms of “give customer what they want” and
“sell as much as you can”.
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Consumer Awareness towards Green
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Size of sample:
Sample design:
Sample type:
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. Of the 64 respondents 37 were male and 27 female. The
respondents were between the age group of 25-27 and 28-30 yrs.
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Consumer Awareness towards Green
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The above bar graph indicates that 56% of respondents are familiar with the
term Green Marketing.
But many of them have a misconception with the term Green Marketing. They
consider Green Marketing as something related to vegetable market or
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Consumer Awareness towards Green
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The above bar graph indicates that 44% of respondents are aware of the
campaign related to Green Marketing. Rest 56% does not know about any
campaign related to Green marketing.
The above graph indicates that only 17% of the total has been a part of Green
Marketing campaigns.
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Consumer Awareness towards Green
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The above graph indicates that only 58% i.e. the majority of respondents
consider the environmental aspect sometimes. And, only 23% consider the
environmental aspect of the product while buying it.
➢ Do you think that green marketing and advertising are good sources of
information about green products and services?
The above graph indicates that only 69% i.e. the majority of respondents
consider green marketing and advertising as good sources of information for
green products and services. And, only 10% do not consider it.
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Consumer Awareness towards Green
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The above graph indicates that 87% of the respondents feel that Green
Marketing activities are good at addressing environmental issues while 13%
respondents do not.
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Consumer Awareness towards Green
Marketing
The above graph indicates that 70% of the respondents think that Green
Marketing activities results in better product quality.
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Consumer Awareness towards Green
Marketing
The above graph indicates that majority of the respondents i.e. 86% think that
Green Marketing strengthen company’s image in the mind of consumer.
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Consumer Awareness towards Green
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The above graph indicates that the respondents the companies initiative
towards environment do influence the consumers to buy product. 63% of
respondents agree to it.
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Consumer Awareness towards Green
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The above graph indicates that majority of the respondents i.e. 69% of the
respondents are not aware of the eco-labeling initiatives of the government.
8. RECOMMENDATIONS
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:
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9. Conclusion
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10. BIBLIOGRAPHY
www.ecomall.com
www.greenmarketingcorner.com
www.greenpeace.org
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11. ANNEXURE
Questionnaire
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No
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Consumer Awareness towards Green
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Thank You
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