Green Marketing in Bangladesh

Hong Kong and Shanghai Banking Corporation and their expansion
strategy for operating in Bangladesh
With the world knowing identity, Hong Kong and Shanghai Banking Corporation
(HSBC) started its operation in Bangladesh in 1996. With such a brand image,
outstanding marketing activities and modern product and service area, they also
built a place in Bangladeshi market as well. So here I have tried to focus upon the
gist expansion strategy of HSBC in Bangladesh, highlighting in Dhaka city. This is
aimed to have an overview of how they are operating and expanding their business
PERCEPTIONS OF THE CONSUMER’S TOWARDS
in Bangladesh presently.
Introduction GREEN MARKETING IN BANGLADESH.
In today’s dynamic business world, every organization needs proper strategic

management at all organizations levels and in all work areas. It is one of the most
important factors, which is needed to achieve the organization’s success. Briefly,
strategic management is a type of managerial activity that draws organizational
goals and tactics and ultimately entitles direction for achieving those goals. This
process consists of organization’s vision, mission, objectives, policies, plans, and
allocating resources to achieve those goals. Considering these factors it is very
important for us to have a clear view regarding these issues. For that purpose, I
have selected “Hong Kong and Shanghai Banking Corporation and their expansion
strategy for operating in Bangladesh” as a topic for my project work.
Objective
To achieve the desired end result of my work, I have set some objectives that
ultimately help in the preparation of a well decorated report. Here I have mentioned
some specific objectives for my report, which will be covered in my further work.
The target areas are as follows-
 Expansion strategy of HSBC for their operations in Bangladesh.

 A competitive analysis of HSBC with their main competitors in Bangladesh.
 Finally own assessment regarding HSBC’s overall operation.
Company Overview: HSBC
Hong Kong & Shanghai Banking Corporation, shortly known as HSBC is one of
the largest
Group banking
06 (MKT 631)and financial service providing organization in the world. HSBC
group is the parent company of this bank which was founded in 1865. HSBC has
played
Date the role of pioneer and a pillar of banking in many communities around the
of Submission:
21stApril 2019
MKT 631 ITMR Project Paper 0|Page
LETTER OF TRANSMITTAL
Date: 21 April 2019
To
Dr. Tamgid Ahmed Chowdhury [TMR]

Associate Professor & Director, MBA & EMBA Programs
North South University, Dhaka.
Ph.D., in Economics, Macquarie University, Australia
MBA in Marketing, North South University
M.S.S & B.S.S in Economics, University of Dhaka
Dear Sir,
With immense gratification, we are submitting our Project report on “Perceptions of

Consumers Towards Green Marketing in Bangladesh” that you have assigned to us as
an essential requirement of the MKT 631 course curriculum. It is really an enormous
prospect for us to congregate vast information and grasp the subject matter in an
appropriate way. We have found the study is quite interesting, beneficial and insightful.
We have put our best effort to prepare an effective and creditable report.
However, each one of the group members are working in different industry but this
assignment gave us some unique insights regarding different aspects of green
marketing. We sincerely appreciate your guidance; insightful class lectures and
mentoring which enabled us to reach accomplish this report.
We sincerely hope that you would consider our endeavor and find the report
satisfactory.
Yours Sincerely,
Group 06 Members –

EXECUTIVE SUMMARY
This study aims at looking into consumer perception towards green marketing in
Bangladesh consumers. Also marketing efforts by the promoters and its impact on their
purchasing behavior of ecofriendly sustainable products. This study also highlights the
perception of consumer’s towards green product relative to the non-green products. It
further highlights the consumer perception considering male –female, different age
group, different income groups, different educational groups, different occupational
groups and the impact of word of mouth in green marketing communication to see how
consumers are influenced to choose green products. Highlights the comparison
promoting green product awareness in the consumer’s mind relative to the non-green
products. The study includes the result of a consumer product and green marketing
survey using a questionnaire devised by the authors based on conclusive research
carried in the field. This study holds that despite there is a lot of scope in Bangladeshi
market for green products hence green product are not readily available in the market.
Consumer think government should encourage going green, green product marketing
communication is not revealing enough to consumers. The study urges that the male
use green product compare to female and higher educated people more concern to
green marking. Highly conscious consumer can influence marketer to promote and sell
products that are environmentally favorable and function effectively.
Keywords:
Green marketing, Consumer Perception, Consumer behavior, Green products, Green
Practices, Green Consumer.

Table of Contents
1 Introduction ....................................................................................................................................... 3
1.1 Research objectives ................................................................................................................. 5
2 Literature Review ............................................................................................................................. 7
2.1 Rationale Behind the Research ........................................................................................... 10
3 Methodology ..................................................................................................................................... 12
3.1 Hypothesis ................................................................................................................................ 12
3.2 Questionnaire .......................................................................................................................... 12
3.3 Scale ........................................................................................................................................... 14
3.4 Sample ....................................................................................................................................... 14
3.5 Data Collection ........................................................................................................................ 14
3.6 Statistical Technique ............................................................................................................. 14
3.7 Data Preparation: ................................................................................................................... 15
4 Data Analysis .................................................................................................................................... 16
4.1 Hypothesis testing .................................................................................................................. 19
4.2 Perception of Male and Female towards Green Marketing .......................................... 25
4.3 Perception of educated people towards Green Marketing ........................................... 26
4.4 Perception of different income people towards Green Marketing............................. 27
4.5 Perception of different occupation people towards Green Marketing ...................... 28
4.6 Perception of different age group people towards Green Marketing ........................ 29
5 Findings ............................................................................................................................................. 30
6 Recommendation ............................................................................................................................ 30
7 Conclusion ........................................................................................................................................ 31
7.1 Limitations and future research ......................................................................................... 31
8 Reference ......................................................................................................................................... 32

1 Introduction
Sustainable environment is in a serious threat and people are responsible for that.
Though there are some other reasons behind environmental pollution but human are
considerable liable for that. Dramatically, upcoming generation are very conscious
about their future. They are dreaming for a pollution free planet, interested about
environmental friendly product. Green marketing is defined as an effort to reduce these
disturbing impacts on our environment through installing a new course of green concept
through designing, producing, packaging, labeling and consuming products that are eco-
friendly. The process of selling products and services based on their environment
benefits, such a products or service may be environmental friendly in itself or produced
and packaged in an environmentally friendly way is the main objective of Green
marketing. Features includes adopting sustainable business practices or focusing
marketing efforts on messages that communicate a product’s green benefits; creating
an eco-friendly product, using eco-friendly packaging. Though this type of marketing
can be more expensive, but it can also be profitable due to the increasing demand, it
is becoming more popular as more people become conscious to environmental issues
and decide that they want to spend their money in a way that is kinder to the planet.
Even though they might be more expensive but the consumers who prefer to purchase
green products fall into the ‘LOHAS’ category. LOHAS stands for Lifestyles of Health
and Sustainability. According to Wikipedia:
“LOHAS describes an integrated, rapidly growing market for goods and services that
appeal to consumers whose sense of environmental and social responsibility influences
their purchase decisions.”
Therefore, this type of consumers are active supporters of environmental health and
are the heaviest purchasers of green and socially responsible products. They also have
the power to influence other consumers. Majority of these consumers are young
enthusiast. Because they are more educated than before, their thinking is different
than past, their responsible mentality is richer than ever before.
Rationality of this paper is to find out consumer’s perception toward green marketing
in Bangladesh. Hence, consumer perception refers to the process by which a customer
selects green product, organizes, and interprets information/stimuli inputs to create a
meaningful picture of the brand or the product. Most of the case marketers implement
perception strategy, because consumers make decisions based on what they perceive,
rather on the basis of objective reality. The perceived value is based on monetary and
non-monetary costs combined with perception of quality. Reference prices are used to
evaluate pricing claims. Also, prices outside an acceptable range are likely to be
rejected. The framework of reference for prices and how consumers evaluate
competitive offers will strongly affect buyer behavior.
Alike manufacturing firms it is a big challenge for service marketers in positioning and
promoting their offerings, including the service environment and service
characteristics. Regardless of how well positioned a green product or service appears
to be, the marketer may be forced to reposition it in response to market events, such
as new competitive strategies or changing consumer preferences.
Since Bangladesh has become a developing country GDP of the country rising every year
living standard of people is changing dramatically. Now people valued product quality
more than price .As young consumer of Bangladesh are more conscious about
environment, people read and learn daily about a growing list of environmental
problems such as global warming, acid rain, air and water pollution so people are calling
for solution. The new environmentalism has caused many consumers to rethink what
product they buy and from whom. People are changing the brand legalistic based on
things like a company’s reputation for helping or harming the environment. Consumer
attitudes have sparked a major marketing thrust green marketing, the movement by
companies to develop and market environmentally responsible product. Therefore,
Bangladeshi company can earn their expected profit by selling green products to this
generation.
Several studies have investigated the change in the consumer’s perception, where
people are caring about the environment will demonstrate their concerns through
different behaviors, such as avoidance of buying a product because it is potentially
harmful. In last few years, the concept of green marketing has only been highlighted
over the packaging and labeling of product and incentive strategies. There should be
an assessment carried out to know about how different organizations are putting their
effort in green activities. Purchase decision making process of a consumer usually

consists of five stages: the need of a benefit, information search, evaluation of
alternatives, purchase decision and post-purchase evaluation. In this process of
consumer purchase decision, several factors like social, cultural, psychological,
behavioral, marketing mix and situations, all effect at some point. Both side, the
organizations and consumers have a responsibility toward environmental issues and they
participate in the process by delivering and purchasing of green products. So, the fact
should be noted that environmental commitment and participation in green activities
are two separate issues, both the organizations and consumer has a vital role to play,
though consumer decision is the most crucial because they motivate producers to
deliver green products
Green product, Green life, green practices and sound environment are now prime
concern in the whole world. People are concern about sustainable lifestyle, future living
patterns and the way of achieving it. The study explored the present situation and
delivered some valuable information about consumer perceptions toward green product
and green practices. Increasing pollution and environmental damages due to traditional
production methods have necessitated the marketing of green products. Generally,
these products become relatively costly and also face low awareness of the consumers.
Hence, in order to know the level of acceptance of green products in Bangladeshi
market, it is important to investigate the market of green products.
Problem statement
What is the perceptions of consumer towards green marketing in Bangladesh?
1.1 Research objectives
 To study the perception of Bangladeshi consumers toward green products and

marketing practices.
 To study the level of awareness of Bangladeshi consumers about green products
and services.
 To recognize the factors that influence the customer percussion to buy green
products.

 To study the preferences of Bangladeshi consumers about green products and
marketing practices.
 To explain the issues and challenges of green marketing practices in
Bangladesh.
The project paper is organized as following: Chapter 2 of this paper contains a brief
review of recent literature about consumer perception and purchase intentions towards
green product. Chapter 3 contains methodology including Problem definition, research
objectives, hypothesis generation, questionnaire design, sampling design, data
collection technique, and statistical techniques to be used. Chapter 4 includes data
analysis results and interpretation of consumers’ perceptions towards green marketing.
Chapter 5 includes recommendations and conclusion, which is followed by a list of
references.

2 Literature Review
Despite the early development, the idea of Green Marketing arise in the late 1980‘s
that actually made an appearance because of the consumers growing interest in green
products. After the proceedings of the first workshop on Ecological, marketing held in
Austin, Texas (US), in 1975 green marketing was given prominence in the late 1980s and
1990s. Many researchers already published their work about green consumerism. Since
the 1980s, green marketing achieved a great popularity among academician and
practitioners. After a criticism in 1990s, green marketing became a popular concept in
western market from 2000 (Ottman et al., 2006).
Kotler reveal that in green marketing can be designed and implemented which are
friendly environmental way based upon this techniques to design all the main marketing
program elements like as product, price, promotions and channels of distribution.
Green marketing is a socially responsible marketing concept that can be relies on social
behavior and free from illegal and unethical.
Ginsberg JM et al. show that green marketing, environmental justice, and industrial
ecology are conceptual linked. Green marketing argues for greater consciousness of
environmental fairness in the practice.
Under the concept of marketing mix product is the combinations of goods and services,
which are satisfying the customer needs and wants by, offered to the market. Green
products are those assemble of commodity of goods, services, or set of benefits that
offer to customers, which are not unhygienic not only for human being but also for
environment. Creating products or services using green technology that are hardly
affected to environment called green products. Green products and green technology
help to conservation of natural resources and viable development of society as well as
human being. Product which has less badly impact in the society is indicate that
environmentally sustainable products. Classification of products measure to the scale
of these impacts, and a quality threshold can be drawn. Environmentally sustainable
product implies that if the product is little or minimum influence in environment. It is
critical to produce eco-friendly sustainable product but majority of the try to reduce
the bad effect in environment.

Consumer who prefers, chooses, selected eco-friendly products and decided to buy that
products or services is called green consumer. Consumers are desired to spend an extra
premium for a good if it has a low impact on society as well as environment.
Prothero et al. examine if a little dose of such idealistic behavior has a large impact on
the market equilibrium, and to what extent it can replace the environmental
regulation. The analysis is carried out in a model with product differentiation, where
consumers differ in their preferences for product quality.
Consumers now a day’s think about the environmental association about a product
before purchasing. They show high interest on those products which can help the
environment and not harmful for the environment (Rios et al., 2006). ‘Going Green’
concept is now extending to the Asian region, because environmental threats are more
dangerous for the citizens of this region (Lee, 2008). However, consumer attitude
toward a brand mostly depend on environmental association with the brand (Wilkie,
1986). That means brands can gain consumer attention by following the concept of
green practices. Most of the cases, now young consumers are more positive about green
practices. Moving toward green product or practices is a great evolution for this
generation as like as shifting interest toward electronic purchasing style. Growing
interest in electronic purchase is also a kind of green practices. Dholakia and Uusitalo
(2002) opined that, the shifting from physical store to non-physical store is bringing
benefits for consumer, like time saving, convenience and hassle free. These benefits
are also variables of green practices. This generation frequently purchases their
products through online system, which actually leads the green practices in some
extents. With the uprising awareness of green practices in consumer perception, the
hospitality industry as well as the restaurant industry are more conscious to follow
green trend (Hu et al., 2010). It also proof that organization are also changing their
policy with the change of consumer perception. Young consumers are the major buyer
of fast food restaurants and these restaurants are more conscious about the green
practices inside and outside of their restaurants. Sustainable Restaurant Association
(2011) has published a report where they found that 70 percent of the consumers are
more likely to take dine in a restaurant that used sustainable and green practices
(DiPietro et al., 2013). Consumer interest towards environment is a good predictor for

having positive purchase intention for green products. As Young consumer of Bangladesh
are more conscious about environment so company can earn their expected profit by
selling green products to this generation. Low cost and product differentiation
strategies are not so much effective rather integration of environmental marketing is
more acceptable option to the organizations based on current situation (D’Souza et al.,
2006). Organizations are not only to be competitive in the market and increase market
share by following green practice concept but also increase customer loyalty (Chan,
2001; Fitzgerald, 1993; Porter and Van der Linde, 1995, D’Souza et al., 2006). That
means Bangladesh is a potential field in few extent for those organizations, which are
following green practice concept. As consumer’s environmental awareness have moved
into mainstream marketing, so it is very necessary from marketing perspective to know
how consumers are informed about green products (D’Souza et al., 2006). On the other
hand marketing people need to know which segment of customers are more interested
to pay extra money for environment friendly product. Many researchers identified that
knowledgeable and conscious people are showing more willingness to pay extra money
for environment friendly product (Laroche et al., 2001). An article “Everything’s gone
green” published in The Marketing Magazine in 2012. A common issue in the
environment is green marketing, which is globally notice. Consumers as well as
companies have started to give more attention in thinking and feeling the consequences
their works have to the environment. Firms can communicate their goods and services
attribute and provide the information to the consumers that they are strongly working
in an environmental preferable way through Green marketing.
Researchers from neighbor country India have found that consumers are aware about
green product and they suggest that concerned authority must increase its
communication and branding to increase green practice awareness (Bhatia & Jain,
2013). In another research, Pillai and Junare (2016) have found that majority of
consumer know that eco-friendly products are good for environment, have better
quality, highly priced and they can easily distinguish in compare to conventional
product. Soerjanatamihardja and Fachira (2017) found that Indonesian cosmetic
consumers are very aware about green marketing and green products. Results of these
researches are almost same and concluded by the same output that is people are

becoming more conscious about green product and green practices; especially people
from Asian region are more interested in this issue. Consumers’ are also concern about
sustainable lifestyle. Sustainable lifestyle is also incorporate with environmental
factors. That means green actions or practices are considerable factor for sustainable
lifestyle. In a study researchers tried to examine the green consumption in the
perspective of an increasing focus on sustainable lifestyle (Gilg et al., 2005). In
developing countries green product purchasing and product purchase intention are
increasing compare to past (Ramayah et al., 2010). That means young, educated people
from all over the world are concern about green practices and aware about environment
condition for their future. All research results also showed that awareness toward green
practices are increasing. Besides that consumer perception toward green product and
green practices are also increasing.
2.1 Rationale Behind the Research

The earlier research in green marketing in Bangladesh
Name Conducted By Publish Limitation
Date
Factors of Consumers Mohammod Akbar Kabir 2014 Hypothesis is
Perceptions & Purchase Assistant Professor, missing.
Intentions towards Department of Economics,
Green Products University of Dhaka
Consumer Perception Research Student, 2017 Scale
Towards Green Department of Management questionnaire and
Practice: An Empirical Studies Faculty of Business data interpretation
Study on Young Studies, Begum Rokeya is not satisfactory.
Consumer from University, Rangpur-5400
Bangladesh Perspective
Influence of Green S M Saifur Rahman, Adita 2017 Consumer
Marketing on Consumer Barua, Rajidul Hoque & MD perception data is
Behavior: A Realistic Rifat Zahir missing.
Study on Bangladesh
MKT 631 ITMR Project Paper 10 | P a g e

Co x s Bazar International
University
Consumer’s Beliefs and Azmat Ullah Department of 2018 Sample only
Attitudes toward Green Business Administration, collected from
Marketing in Port City International Chittagong.
Bangladesh University, Bangladesh
To overcome existing research gap and to achieve environmental sustainability, significant

changes are required to take place. Those products and activities which provide higher
customer value, while consuming less resources and which result in reduced environmental
impacts, are therefore of great importance. For these reasons, investigation of consumers'
perception of green products is necessary. In addition, to know the difference in perception
towards green marketing among age, gender, occupation, education and income groups
this research is necessary since earlier research this type of analysis is missing.

3 Methodology
3.1 Hypothesis
Hypothesis is a proposition that is empirically testable and a conjectural statement
regarding the relation between two or more variables.
SL H1/ Alternative Hypothesis H0/ Null Hypothesis
01 Consumers are aware about Green Consumers are not aware about Green
Marketing. Marketing.
02 Consumers have a positive perception Consumers have a negative or neutral
toward green products. perception toward green products.
03 Consumers are agreed to extra payment for Consumers are not agreed to extra payment for
the Green product. the Green product.
04 Green products are not readily available in Green products are readily available in the
the market. market.
05 Consumers encourages other consumers to Consumers are not encourages other consumers
use Green products or services. to use Green products or services.
06 Consumers are influenced manufacturer to Consumers are not influenced manufacturer to
produce the environment friendly products produce the environment friendly products or
or services. services.
3.2 Questionnaire
We used a formalized set of questions for obtaining information from respondents. It is
also known as schedule, interview form and measuring instrument. A structured closed-
end questionnaire given to a sample of population and designed to obtain specific info
from the respondents.

Consumer’s Perception Evaluation Questionnaire
North South University
Marketing Research MKT 631
__/__/____: Date
Do you have idea of Green Marketing? □ Yes □ No □ A Little
Name of the Respondents: _____________________________________________________________

Type of the Organization: ______________________________________________________________
Name of the Conductor: _______________________________________________________________
Description of Interviewee
Please tick (✔) in the appropriate box on the left-hand side.
Occupation □ Student □ Service □□ Business
Education □ Master □ Bachelor □ Secondary
Income □ 15-30 □ 31-46 □ 47 above
Age Group □ 20 - 35 □ 36 – 45 □ 46 - 65
Gender □ Male □ Third Gender □ Female
Please tick (✔) in the appropriate box on the left-hand side. There are five choices in each
question 1= Strongly disagree, 2 = Disagree, 3=Neutral, 4= Agree and 5 = Strongly Agree.
1. What extent you are conscious with the green marketing? 1 2 3 4 5
Awareness 2. What is your opinion green marketing is more effective than regular Marketing? 1 2 3 4 5
3. What extent you are satisfy with the green product? 1 2 3 4 5
Perception 4. What do you think there is enough information when you buy green product? 1 2 3 4 5
5. What extent you are willing to pay more for green product? 1 2 3 4 5
Price 6. What do you think green product offer affordable price and value? 1 2 3 4 5
7. What do you think green product is available in market when you want to buy? 1 2 3 4 5
Availability 8. What do you think green marketing is in the headlines now a days? 1 2 3 4 5
9. What do you think word of mouth motivate you to buy green product? 1 2 3 4 5
Promotion 10. What do you think government should encourage going green? 1 2 3 4 5
Influence 11. What is your opinion green product guarantees eco-friendly quality? 1 2 3 4 5
12. What do you think green product must be mass-produced? 1 2 3 4 5
Personal Opinion:
Comments:
Disclaimer: The purpose of the Questionnaire is to examine perceptions of consumer towards green marketing and
general practice in the relevant marketing that students are involved. This study is being conducted as part of the
assignment of North South University, Executive Masters of Business Administration in the subject area of Marketing
Research. Target personnel are the green consumer selective by the students. Personnel’s response will be anonymous
and will never be linked to you personally and precipitation is voluntary. If there are items you do not feel
comfortable answering, please skip them. Thank you for your cooperation.

3.3 Scale
To quantify the data and for more logical statistical analysis we used 5-point Likert
scale.5= Strongly Agree, 4= Agree, 3= Neutral, 2= Disagree and 1= strongly disagree.
Whis is more flexible to quantify the data and is most widely used.
3.4 Sample
We used probability based simple random sampling technique. Which is more
convenient for this report due to its simplicity. Our target population were Bangladeshi
citizen. Our representative random sample size is 200. Among them 110 are male and
90 are female. Considering data collection time, respondent’s availability, preference,
willingness to participation within short time respondents from Dhaka city has been
selected purposively at graduate and postgraduate level.
3.5 Data Collection

The research has been conducted during March 2019 to April 2019 during the visit of
consumers in shopping mall. All four persons of the group collected the data.
Primary data we collected by direct face-to-face on-site interview and google form with
the help of structured questionnaire which was more convenient to us. Our interviewers
were present during the interview sessions to ensure that any questions by the
interviewees were addressed timely, and that misinterpretation and errors were
minimized. For collecting primary data, the simple random sampling procedure has
been applied .For this purpose a structured questionnaire has been developed for
collecting primary data.
Secondary data were collected from different sources like articles, books, journals and
Internet as well.
3.6 Statistical Technique

Frequency Distribution – Use to obtain a count of the number of responses associated
with different values of one variable and reporting the counts in percentage form.
Descriptive statistics - To analysis of data that helps us simply to describe, show or
summarize data in a meaningful way such that, patterns might emerge from the data.
One sample t-test - We use one sample t-test for our hypothesis testing. Due to one
variable (Green Marketing) and one sample (Green product user).

Cross Tab - We use cross tabulation for our consumer perception differentiation.
3.7 Data Preparation:

We have distributed two hundreds questionnaire between our sample respondents and
among them 65 answer sheet we find incomplete date so for the shake of accuracy we
did not consider this data. So our final data is based on 135 respondents out of 200.
List of Variables
Variable Variable Name Coding Instruction
Number
1 Idea of Green Marketing 1=Yes, 2 = No, 3 = A little bit,
2 Occupation 1= Student, 2= Services,3 = Business
3 Education 1= Secondary, 2= Bachelor,3 = Master
4 Income 1=TK 15-30 K
2= TK 31-46 K
3=47 K above
5 Age Group 1= 20 – 35 yrs.
2= 36 – 45 yrs.
3= 46 - 65 yrs.
6 Gender 1 = Male , 2 = Female, 3= Third Gender
7 Awareness 1= strongly disagree
2= disagree
3= neutral
4=agree
5=strongly agree
8 Perception 1= strongly disagree
2= disagree
3= neutral
4=agree
5=strongly agree
9 Price As above
10 Availability As above
11 Promotion As above

4 Data Analysis
Frequency Table Pie Chart
Do you have idea of Green

Marketing?
16% Yes (77%)

7%
No (7.4%)
77% A little bit(15.6%)
Occupation
19%
41% Student (40.7%)
Services (40%)
40% Business(19.3%)
Education
15%
Secondary (14.8%)
47%
38% Bachelor (37.8%)
Master(47.4%)
Income
15%
15-30 (14.8%)
47% 31-46 (37.8%)
47+ (47.4%)
38%

Frequency Table Pie Chart
Age
5%
24%
Age 20 - 35 (71.1%)
Age 36 - 45 (24.4%)
71%
Age 46 - 65 (4.4%)
Gender
1%
29%
Male (70.4%)
Female (28.9%)
70%
Third Gender(0.7%)
Comments:
We use SPSS version 24 for our data analysis. From above frequency table, we have
come to know the respondents sample profile belongs to our population.

Descriptive Statistics
Comments:
From the deceptive statistics, we have come to know the central tendency of our
collected and how close is it from maximum and minimum value.

4.1 Hypothesis testing
Comments:
HO1 # Consumers are not aware about Green Marketing.
From the t-statistics, we have seen that calculated t- value 71.961 and for level of
significance 0.05 critical t-value 1.6558 .Here calculated t- value is greater than critical
t-value so null hypothesis is not true. Consumers are aware about Green Marketing.

Comments:
HO2 # Consumers have a negative or neutral perception toward green products.
significance 0.005 critical t-value 1.6558.Here calculated t- value is greater than
critical t-value so null hypothesis is not true. Consumers have positive perception
towards Green product.

Comments:
HO3 # Consumers are not agreed to extra payment for the Green product.
critical t-value so null hypothesis is not true. Consumers are agree to extra payment for
Green product.

Comments:
HO4 # Green products are readily available in the market.
critical t-value so null hypothesis is not true. Green product are not readily available in
the market.

Comments:
HO5 # Consumers are not encourages other consumers to use Green products or services.
critical t-value so null hypothesis is not true. Consumers encourages other consumers
to use Green products or services.

Comments:
HO6 # Consumers are not influenced manufacturer to produce the environment friendly
products or services.
critical t-value so null hypothesis is not true. Consumers influenced manufacturer to
produce the environment friendly products or services.

4.2 Perception of Male and Female towards Green Marketing
Comments:
From the table we have come to know that male are more concern about green
marketing compare to female.

4.3 Perception of educated people towards Green Marketing
Comments:
From the table we have come to know that highly educated people are more concern
about green marketing compare to less educated people.

4.4 Perception of different income people towards Green Marketing
Comments:
From the table we have come to know that lower and upper income people are more
concern about green marketing compare to middle income people.

4.5 Perception of different occupation people towards Green Marketing
Comments:
From the table we have come to know that student and service holder people are more
concern about green marketing compare to businessman.

4.6 Perception of different age group people towards Green Marketing
Comments:
From the table we have come to know you that younger people are more conscious
about green marketing compare to middle age and older age people.

5 Findings
Majority of consumers are aware about Green Marketing.
Consumers have positive perception towards Green product.
Consumers are agree to extra payment for Green product.
Green product are not readily available in the market.
Consumers encourages other consumers to use Green products or services.
Consumers are influenced manufacturer to produce the environment friendly
products or services.
Male are more concern about green marketing compare to female.
Highly educated people are more concern about green marketing compare to
less educated people.
Lower and upper income people are more concern about green marketing
compare to middle income people.
Student and service holder people are more concern about green marketing
compare to businessman.
Younger people are more conscious about green marketing compare to middle
age and older age people.
6 Recommendation
There is a market of green products in Bangladesh so new entrant and existing
marketer need to focus about green product availability in the market.
Green product should be affordable for middle-income people so that they can
buy it from the market.
Need to create awareness about green product among the middle age and older
age people.
Need to motivate female towards green products.
Marketer should provide incentive to business people to encourage using green
product.
Further research can be carried considering the brand images and brand equity
of green product and promotional tools effectiveness.

7 Conclusion
Green marketing is the emerging crucial marketing strategy in the current decades.
The prime goal of this study was to identify about the consumer’s perceptions
toward green marketing that means green product, green advertising or
communication, green pricing, green packaging, green process, and it’s aided to
sustainable for the environment by applying the green marketing mix and tools.
Moreover, this research study also indicates the consumer’s awareness, consumer’s
perceptions, willingness to pay extra for green product, availability of green
product in different level considering age, income, education, occupation and
gender. Customers are satisfied to use the green product, consumers encourage
others consumers to use green product, also think government should encourage
going green. Majority of consumers know about the green marketing and well-
known consumers can influence marketer for the mass-production of green product.
Female are unaware to green products male can influence them to use green
product by word of mouth. Maximum number of sample respondent are satisfied to
use green product and they will try to stimulate other consumers for using green
products and services. Consumers are willing pay extra amount of money for eco-
friendly commodities to lead a fresh and healthy life style. Therefore, green
marketing is an approach i.e. green product, price, green distribution, green
promotion, green packaging, green process etc. used by the most of organizations
as a critical success factor to achieve their competitive advantage.
7.1 Limitations and future research

We have consider our sample from only Dhaka city other representative city of
Bangladesh is also the part of the population so further research should
consider sample respondents from all other city of Bangladesh.
As our data, size is 135 and degree of freedom 134 we consider the critical t-
value of degree of freedom 140 due to not available data in hand.
Out of 200 respondent only 135 respondents, give us complete information so
during further research need to be more conscious during data collection.
------------------- End of Report -------------------

8 Reference
1) https://www.researchgate.net/publication/322962385_Consumer_Perception_
of_Green_Issues_and_Intention_to_Purchase_Green_Products
2) https://www.slideshare.net/KumarGaurav42/minor-project-pdf
3) https://www.researchgate.net/publication/316989223_Influence_of_Green_Ma
rketing_on_Consumer_Behavior_A_Realistic_Study_on_Bangladesh
4) https://www.researchgate.net/publication/323540540_Consumer_Perception_
Towards_Green_Practice_An_Empirical_Study_on_Young_Consumer_from_Banglad
esh_Perspective
5) https://www.researchgate.net/publication/309101305_Factors_of_Consumers_
Perceptions_Purchase_Intentions_towards_Green_Products
6) https://www.omicsonline.org/open-access/consumers-beliefs-and-attitudes-
toward-green-marketing-in-bangladesh-2168-9601-1000291-104122.html
7) http://www.ijmds.in/journalfile/5%20Consumer%20Perception%20towards%20t
he%20Green%20Marketing-2394284.pdf
8) https://docs.google.com/forms/d/e/1FAIpQLSeDWA-
kS8hGLLMTm9WHcROIv0UB-qUG_XHqi5kqJU5jMLdG1g/closedform
9) Crafting and Executing Strategy: The Quest for Competitive Advantage: Concepts
and Cases 21st edition (2017) McGraw-Hill /Irwin. A. Thompson, Jr., A. J. Strickland
III, John E. Gamble
10) Ingold, A., Yeoman, I. and Leask, A. (2000) Yield Management: Strategies for
the Service Industries. London: Thomson Learning, pp. 198–210.
11) Marketing Research – An Applied Orientation 7th, 2013 Pearson Publications
Naresh K Malhotra and Satyabhushan Dash.
12) Principles of Marketing Philip Kotler and Gary Armstrong, 16/E (2014) Prentice
Hall, 2015
13) Philip Kotler and Kevin Keller Marketing Management ,15/E (2015), Prentice
Hall, 2015

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Green Marketing in Bangladesh

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Hong Kong and Shanghai Banking Corporation and their expansion

strategy for operating in Bangladesh

Introduction GREEN MARKETING IN BANGLADESH.

In today’s dynamic business world, every organization needs proper strategic

 Expansion strategy of HSBC for their operations in Bangladesh.

Company Overview: HSBC

Date: 21 April 2019

Dr. Tamgid Ahmed Chowdhury [TMR]

With immense gratification, we are submitting our Project report on “Perceptions of

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1.1 Research objectives

 To study the perception of Bangladeshi consumers toward green products and

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2.1 Rationale Behind the Research

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To overcome existing research gap and to achieve environmental sustainability, significant

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Name of the Respondents: _____________________________________________________________

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3.5 Data Collection

3.6 Statistical Technique

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3.7 Data Preparation:

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Do you have idea of Green

16% Yes (77%)

77% A little bit(15.6%)

41% Student (40.7%)

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7.1 Limitations and future research

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