NTCC DISSERTATION REPORT

GREEN MARKETING AND ETHICAL CONSUMERISM

Submitted to

AMITY UNIVERSITY UTTAR PRADESH

In partial fulfilment of the requirements for the award of the degree

OF

BBA + MBA – INTEGRATED

BY

VIDUR BHATIA

A039116818014

Under the direction of

DR. Ruchika Jeswal

AMITY SCHOOL OF BUSINESS

AMITY UNIVERSITY UTTAR PRADESH

DECLARATION

I Vidur Bhatia student of bba + mba intg (2018-2022) thus proclaim that the task titled
“DETAILED STUDY OF GREEN MARKETING AND ETHICAL CONSUMERISM” which is
submitted to Amity School of Business, Amity University Uttar Pradesh, Noida, In incomplete
fulfilment of a prerequisite, has not been recently framed the reason of some other degree,
certificate or some other title or acknowledgment.

The author validates that the authorization has basic requirements are met of any copyrighted
material showing up in the minor report other than the concise extracts requiring just legitimate
affirmation in academic composition and all such use is recognized.

DATE: 02/01/2021
Vidur Bhatia
A039116818014
BBA + MBA – INTG (2018-2022)
CERTIFICATE
This is to ensure that Mr. Vidur Bhatia of BBA+MBA – INTG has done work assigned to him of
the research project entitle " DETAILED STUDY OF GREEN MARKETING AND ETHICAL
CONSUMERISM " as a piece of third year program of BBA + MBA – INTG from Amity
University Uttar Pradesh, Noida under my watch .

____________

Dr. Ruchika Jeswal

ASB, NOIDA
ACKNOWLEDGEMENT

The fulfillment that goes with that the fruitful consummation of any assignment would be
deficient without the notice of whose interminable organization made it conceivable, whose
steady direction and consolation crown all the endeavors with progress. I might want to say
thanks to Amity University for allowing me this chance to attempt this undertaking. I might want
to thank my staff direct Dr. Ruchika Jeswal who is the greatest main thrust behind the fruitful
culmination of my venture. She has consistently been there to fathom question of mine and
furthermore guided me the correct way with respect to the project. Without her assistance and
motivation, I would not have had the chance to finish this task. Additionally I might want to
thank my class mates who guided me, helped me and gave inspiration at each progression.
_________________
Vidur Bhatia.
 TABLE OF CONTENTS

DECLARATION
CERTIFICATE
ACKNOWLEDGMENT
TABLE OF CONTENTS
- Green marketing
 What is green marketing?
 Understanding green marketing mix
- Ethical Consumerism
 What is Ethical Consumerism
 Importance of ethical consumerism
- LITERATURE REVIEW
- RESEARCH METHDOLOGY
- DATA ANALYSIS
- LIMITATION OF RESEARCH
- CONCLUSION

REFERENCES

.
Green marketing is the marketing of goods that are said to be environmentally friendly. It cover
a large variety of practises, including product improvement, production process improvements,
sustainable design, and advertising changes.
Yet it is not an easy task to describe green marketing where many concepts overlap and
contradict each other; the presence of multiple social, environmental and retail definitions
attached to this concept would be an example of this. Environmental marketing and ecological
marketing are other common words used, but describing green marketing is not an easy task
where multiple concepts overlap and contrast.

The green marketing mix includes the formal 4p's that are defined in the sense of the concept of
green marketing.

 Product: Ecological goods should be sold by a manufacturer that not only should not
contaminate the ecosystem, but should also protect it and even eliminate current environmental
harm.
 • Price: Costs can be marginally higher for such goods than traditional alternatives. But target
groups, such as LOHAS, are willing to pay extra for green goods, for example.
 Place: Delivery logistics are of vital importance; ecological packaging is the main priority. The
marketing of local and seasonal goods, such as vegetables from regional farms, makes it easier
to sell "green" than imported products.
 Promotion: Business communication should emphasize environmental issues, such as whether
the organization has a CP certificate or is ISO 14000 accredited. To boost the credibility of a
company, this may be advertised.

In this method, additional social marketing "P's" that are used are:

- Publics: Successful Social Media recognizes its audience and can draw different groups of
individuals. The internal and external groups participating in the program are the "Public".
- Partnership: Most issues of social change, including "green" initiatives, are too nuanced for
one person or organization to deal with. Associating with other organisations and
 coordination programs raises the probability of successartnership: Most issues of social
change, including "green" through various initiatives, are too nuanced for one person or
organization to deal with. Associating with other organisations and coordination programs
raises the probability of success.
- Policy: Social media programs can do well to inspire change in individual behavior, but that is
hard to sustain in the environment supports that change in the long term. Policy reform is
always needed, and media advocacy campaigns may supplement a social marketing
campaign effectively..
- Purse Strings: This refers to How much would it cost for this strategic effort? Who is
supporting the initiative?

Ethical consumerism (also referred to as ethical consumption, ethical purchasing, moral

purchasing, ethical sourcing, ethical shopping also linked to sustainable and green consumerism)
is a form of consumer activism focused on the dollar-voting concept.It is practiced by buying
ethically-made goods that support small-scale producers and local craftsmen, protect animals,or
damage the environment.

Ethical consumerism is not only a voguish label, and companies understand that customers care
about the production of the goods they purchase. Dr. Bautista said, according to the British Retail
Consortium (BRC), that customer attitudes to ethical problems have become increasingly
important to companies in the past decade, so much so that they are now considered a core aspect
of business strategy.

Consumers and companies alike are starting to understand the significance of consumer values
and how it is important to satisfy demands if they want to achieve a competitive advantage.

Brands have reacted to the emerging emphasis on ethical concerns in consumption by

positioning themselves as 'clean, green, and socially responsible.

It would not only affect the ecosystem that provides for our needs such as food, shelter, but it is
also essential for all people in the world to restore human dignity. Ethical consumerism is
crucial.

LITERATURE REVIEW

- Green marketing in India: Emerging Opportuinites and Challenges by Pavan Sharma and Payal
Sharma

Green marketing has become an important phenomenon in the modern market. This concept has
enabled existing products that already comply with all these guidelines to be remarketed and
packaged. Furthermore, the green marketing development opened the door for companies to
brand their products separately, praising the green-friendliness of others while ignoring them.
The results of activities in the minds of the consumer market are such marketing techniques
being explained. As a result, companies have elevated their target rates for environmentally
sustainable consumers.
McDonalds Going Green

When we see the terms "McDonalds and the environment" combined, most of us would think of
reducing the rainforest and high consumption of beef. They had one campaign, however, where
they replaced their polythene bags for paper bags, making worldwide headlines. It turned out to
be a very popular advertisement in major newspapers with a lot of news headlines.

- Using Strategic Alliances to develop credible green marketing by Nicolas Mendleson

When it comes to environmental marketing, producers face three issues: a lack of legitimacy,
customer distrust, and consumer confusion about claims. Strategic partnerships with
environmental organisations may help consumer goods producers solve these issues while also
providing various benefits. Increased consumer trust in green goods and their claims; increased
access to environmental information; increased access to new markets; publicity and minimized
public criticism; and consumer knowledge regarding key environmental concerns relating to a
company's customers are among the other benefits. Manufacturers must use a careful selection
procedure to achieve such benefits, In choosing an environmental strategic alliance partner the
producer need to follow a proper process. This selection process includes the following:
determine alliance objectives; specify the desired outcomes; and to determine the actual fit
between the organisations, environmental groups, and target market.

IKEA

The big furniture firm has introduced a number of eco-friendly practices:

Having nearly half of all their timber from sustainable foresters.

An association named Better Cotton, which has strict eco-friendliness requirements, has
accredited all of the cotton they sell.
-Trying instead of their classic "Swedish meatball dish" to push vegetable choices.

If you walk through an IKEA warehouse, which I think you've done several times, when I say
they really concentrate on green marketing, you will understand what I mean. It is really
important for them to be a firm that takes CSR (Corporate Social Responsibility) seriously.

- Green marketing and strategic reorientation in the 1990s by Andrew Crane

This article provided green marketing strategies in the mid-1990s to companies. According to the
literature, this period was marked by a consumer backlash towards green marketing, which was
sparked by perceived issues with green product performance and green claims in the late 1980s
and early 1990s. A qualitative study was conducted to investigate corporate views of this context
and to expose the strategic orientations that have since been used by green marketers. The results
suggest that managers believe the backlash happened and that it was triggered by the factors
listed. There is an argument that these understandings have assumed the role of myths in shaping
organizational perceptions of the green marketing.Four subsequent strategic routes are identified
in the paper, namely passive greening, niche greening, muted greening and collaborative
greening.

- Ethical Consumerism : Democracy through the wallet by Sarah Irvin and Rob Harrison

The concept of ethical consumerism is discussed and outlined in this paper, some of the
significant changes in corporate behaviours that have been brought about through consumer
action in recent years. In addition, trends in ethical consumerism are discussed in terms of their
implications for current campaigns and the future of the ethical consumerism movement.
Many of these ethical marketing claims have been rightly pilloried as misleading, but there is a
core of companies whose intentions are genuine. And although there is a huge variety of
approaches, from the multinational displaying an eco-label to an outspoken campaigner like the
Body shop, each of these companies is in some sense an ally with campaigners in their field. As
a result, campaigners are learning that although it is easy to target the self-proclaimed ethical
company caught out completing a less than ethical deal, it is better in the long run to focus their
energies on those companies - and still many - that refuse to accept that ethics have any role to
play in the way they run their businesses.

- The Embedding of Ethical Consumerism by Pamela Yeow, Alison Dean and Danielle Tucker

This paper helps us understand why, and especially what can be done about, certain ethical
behaviors decline to integrate. We answer this by looking at an example where ethical behavior
has not become the norm, i.e. the habitual use of 'bags for life.' This is an interesting case
because while the source of promotion was a clear message of 'saving the world,' their uptake has
been very recent and remains at low levels. We discovered some of the contextual obstacles that
could impact ethical consumerism through this analysis. We did this by exploring the behaviors
that proactive people to start using 'bags for life' and how persons encourage others to use 'bags
for life.'

RESEARCH METHODOLOGY
The purpose of methodology section in the report making is to describe the research
process that is followed while doing the main part. This would however include the
research design, the sampling procedure, and the data collection method.

RESEARCH DESIGN

For doing the survey research, structured questionnaire with both open-ended and
closed-ended questions was used.

MODE OF SURVEY

The mode of survey was personal interview with the respondents during the filling up
of the questionnaires.

SAMPLE SIZE

80 people have been interviewed to understand their views about their preferences
and opinion as a customer in an era of green marketing and ethical consumerism.

Delhi (sample unit)

Time frame: 2 week
Sampling technique: Average method technique.
Sampling frame: 80

QUESTIONNAIRE AND DATA ANALYSIS

1. AGE

2. GENDER
3. Do you think there is enough information about "green" features when you
purchase the product?

4. In the past year, have you made financial contributions to, or volunteered at,
any organizations whose objective is improving the environment?
5. Which of these organisations who promote green marketing have you heard of?
6. In the past six months, have you chosen to purchase one product rather than
another because the product is better for the environment?

7. Do you think the government should take initiative in making companies go

green?
8. Are you aware of the term ethical consumption (buying goods and services
based on ethical judgment)?

9. Do you think it is worth paying a bit more in order to support ethical

businesses?
10. Too many advertisers target their messages towards children, do you agree?

11. Consumerism is eroding family and community life?

 12. Would you prefer to buy products with ethical certification?

LIMITATIONS OF RESEARCH

-. Certain open-ended
ended questions have been put in the questionnaire to give respondents freedom
to express their perception.

-.. Chances of some biasness couldn’t be eliminated.

-. Collected data is from Delhi and there the per

perception
ception of the people from the smaller towns
could not be judged.

-.. Al the data has been collected at random but it is always liable for biasness.
-.. The primary data has been collected from the middle and upper section of the society.
Conclusion

Green Marketing

The significance of green marketing is rising. Multinational corporations didn't think much about
their eco-friendly activities 20 years ago. Companies such as Starbucks, Coca-Cola and Disney
are now competing to make green business decisions. We can see a simple trend easily:

1) Eco-friendly goods are manufactured and marketed by more businesses,

2) Instagram and Facebook see a rise in the marketing of such items by influencers.

3) Customers gain more awareness of the value of consuming goods and services that do not
affect the environment.

Ethical Consumerism

In the last few decades, multiple brands, including some major brands, have made a conscious
effort to be more morally and environmentally responsible. There is also an increasing awareness
of topics such as fair trade, environmental friendliness and corporate social responsibility of the
people. Brands have begun to display their credentials on goods and marketing materials so that
more educated ethical purchases can be made by consumers concerned about these problems.

Consumers have the ability to control, both collectively and individually, how their favorite
brands produce the products they enjoy. While the current structure appears to be a 'top-down'
model, it is actually a back-and-forth method of constantly manipulating each other through
consumers and company.

REFERENCES

https://wikipedia.com

https://scholar.google.com

https://marketing91.com

https://thegoodtrade.com

https://economictimes.com