RESEARCH PROPOSAL

AREA OF AREA OF SIGNATURE

REG. NAME SPECIALISA EMPIRICAL
NO TION STUDY
201286 SUSHEEL KUMAR S S Operations & Marketing
Marketing

TITLE OF THE STUDY : A Study on the Influence of Green

Marketing on Consumer Perceptions.

NAME OF THE COMPANY (IF ANY) : NA

NAME OF THE GUIDE : Prof. DEBOLINA GUPTA

DESIGNATION : Assistant Professor

QUALIFICATION : MBA, M.A-English 

SIGNATURE OF THE GUIDE :

RAMAIAH INSTITUTE OF MANAGEMENT

BANGALORE - 560 054.

Batch 2020-22
INTRODUCTION

The process of marketing or making products and/or services available based on their
environmental benefits is referred to as green marketing. Such a product or service might be
environmentally friendly or made in such a manner that it has no negative impact on the
environment or the species that live there.

Companies that are dedicated to sustainability and corporate social responsibility (CSR) are
the most likely to use green marketing. More businesses are attempting to embrace
sustainable business practises because they know that doing so would increase the appeal of
their products to consumers while also lowering costs such as packaging, transportation,
energy/water use, and so on. Many businesses are learning that demonstrating a high degree
of social responsibility helps increase brand loyalties among socially conscious customers,
and green marketing can assist them in doing so.

Using eco-friendly paper and inks for print marketing materials, skipping printed marketing
materials altogether and opting for electronic marketing, having a recycling programme and
responsible waste disposal practises, using eco-friendly product packaging, efficient packing
and shipping methods, eco-friendly power sources, steps to offset environmental impact,
making cruelty-free products, and so on are all part of a green marketing strategy. These
goods are currently favoured by consumers. Green goods are being promoted by PETA and
other organisations.
REVIEW OF LITERATURE

Antil (1984), Green consumerism is a sort of socially conscious consumer behaviour focused
primarily on environmental conservation.

Jacquelyn Ottman (1998), all parts of marketing should be linked with environmental issues
from an organisational approach, including new product development and communications.
Primary client demands should not be sacrificed in the sake of environmental concerns.
Consumers regard businesses that use green techniques in their operations and goods to be
ecologically friendly, and they prefer to buy items from businesses that advertise themselves
as green.

Assoc. Prof. Dr. Rashad Yazdanifard's Concept of Green Marketing and Green
Product Development on Consumer Buying Approach, according to this study, green
marketing and product development are the greatest strategies for a firm to comply with
changing government regulations as well as customer behaviour. Green marketing tactics, the
corporations feel, are good to society and the environment, hence they have gained
precedence over traditional marketing endeavours. Firms should make steps that demonstrate
they are actively attempting to reduce their environmental risk. Putting in place a green
product development plan is not difficult, but it is a relative term that changes with time.

Eneizan, B. M., Wahab, K. A., and Assoc. Prof. Dr. Kalsom Abd. Wahab. Effect of
Green Marketing Strategy on Customer Satisfaction in Jordan, Green marketing,
according to this study, is one of the instruments that, due to its high quality, may produce
contentment. It also has an effect on the environment. Green marketing strategies must be
implemented on a priority basis due to the rising concern in environmental marketing. Green
marketing has been increasingly popular as a tool for attracting and retaining clients in recent
years.

Manvinder Singh Tondon and Vaishali Sethi investigated the factors that influence
consumer purchase behaviour for green FMCG items, green marketing has found its way
into the consciousness of consumers and businesses as a result of increasing environmental
damage. Consumers, they claim, are no longer indifferent to environmental issues and, in
addition to price and quality, examine whether the things they buy are environmentally
friendly. As a result, businesses are gradually incorporating green marketing into their
operations by lowering the environmental effect of production, manufacturing, and energy
consumption.

RESEARCH DESIGN

TITLE OF THE STUDY:

"A Study on the Influence of Green Marketing on Consumer Perceptions"

PROBLEM STATEMENT:

Consumers are gradually becoming more conscious of the environmental effect of the things
they purchase. However, many customers are still unaware of this. The awareness and
attitude of Indian customers regarding green products, as well as the link between attitude
and behaviour, are both in doubt. The goal of this study is to answer the research
problem/question of whether customers are aware of green marketing strategies and their
influence on purchasing decisions.

OBJECTIVES OF THE STUDY:

Primary Objective:
 A study on how green marketing is influencing the consumer’s perception.
Secondary Objective:
 To analyse the level of awareness about green products among Indian consumers.

 To investigate the reasons for which consumers purchase green products.

 To analyse if there is a difference in the awareness level of consumers based on their age.

SCOPE OF THE STUDY:

The purpose of the study is to look at green marketing, consumer awareness, and how it
influences consumer perception.

HYPOTHESIS:

 There is a strong link connecting green marketing and consumer perceptions.

 There is a strong link connecting environmental awareness and consumer perceptions.
 There is a strong link connecting awareness level and age of consumers.
METHODOLOGY:

The information is gathered using a six-sectioned questionnaire. The first section contains
information about your demographics. Customers' perceptions of environmental awareness
are the topic of the second section. The third section discusses pricing, the fourth discusses
product characteristics, the fifth discusses marketing, and the last section discusses our
dependent variable, consumer buying behaviour. Percentage analysis and ANOVA are some
of the methods employed in the research.

TYPE OF RESEARCH: Exploratory

SAMPLING PLAN: 200 individuals aged between 24-40 years

PLAN OF ANALYSIS: To analyse and interpret the data collected from the survey, various
statistical techniques will be used such as percentage analysis and ANOVA.

LIMITATIONS OF THE STUDY:

 The response and all details gathered are accurate in nature, which is a primary
presupposition for the whole study.
 Sample of just 200 respondents is chosen from the population for the research.
 Due to a time restriction, the study had to be completed in a certain amount of time,
which did not allow for a thorough research report.
 The corporate climate is always evolving, and marketing strategies are changing as well.
This research is conducted in the present tense, with no consideration for future
developments.
 The study is limited to Millennial and Zillennial individuals residing in Bengaluru.
BIBLIOGRAPHY

Lubowiecki-Vikuk, A., Dąbrowska, A., & Machnik, A. (2021). Responsible consumer and
lifestyle: Sustainability insights. Sustainable production and consumption, 25, 91-101.

Ahmed, A., Vij, S., & Qureshi, S. Green Product Marketing: An Ethical Initiative “Green Hai
Tho Future Hai”. Sustainable Marketing, 315.

Yazdanifard, A. P. D. R., & Fong, M. Y. The Comparison between NGO Marketing and
Conventional Marketing Practices from SWOT Analysis, Marketing Mix, and... Economics,
2(9), 1075-1087.

Al-dmour, H., Hadad, H., & Al-dmour, R. (2021). The impact of the adoption of green
marketing on corporate performance of non-profitable organizations: empirical study. Social
Responsibility Journal.

Anbukarasi M., & Dheivanai, M. N. Dynamic Influence of Consumers’ Purchasing

Behaviour on Green Satisfaction Towards Select Green FMCG Products in Coimbatore
District.