DECLARATION

I Harsh Tiwari declare that this project report entitled “Green Marketing ” is an original
piece of work done and submitted by me towards partial fulfillment of my Master of Business
Administration , under the guidance of my faculty guide Dr. Prof. Pooja Gope.

Date-23-01-2022
Place- Mirzamurad,Varanasi Harsh Tiwari
MBA 1st sem

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 ACKNOWLEDGEMENT

I take this opportunity to express my deep sense of gratitude to my faculty Guide Dr. Prof.
Pooja Gope for her guidance and her valuable support and help in the preparation of this project
report. Without her support I would not have been able to complete this endeavor.

I would also like to show my gratitude towards the respondents for spending their valuable time
to cooperate me without which this report would have not been completed. This report contains
all the relevant material required as per instruction. I hope this report meets all the expectations.

Harsh Tiwari
MBA(Master of Business Administration)

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 PREFACE

Master education is not perfect without fieldwork. Project is an essential part of MBA. It make
familiar to the student with current market position .This report is a humble attempt to
understand the concept of green marketing. This project report will be helpful in analysis the
consumer perception towards products and services of Pantaloons and Shoppers Stop. I am very
thankful who have directly or indirectly helped me in preparing the project. I invite suggestion
and convection with open heart for further Incorporation and improvement of this project report.

CONTENT

1. Chapter-1

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 Executive Summary
1.1 INTRODUCTION TO GREEN MARKETING
 Meanings & concepts……………………………………...……….5

 Importance of green
marketing……………………………………………………………..6

 Goals of Green
marketing……………………………………………………………..6

 Benefits of Green
Marketing…………………………………………………………...7

 Golden Rules of Green Marketing …………………................. 7

2. Chapter-2
2.1 CHALLENGES IN GREEN MARKETING ………………………………8
2.2 GREEN MARKETING – Reasons for adoption by the
firms……………………………………………………………………….9-10
2.3 GREEN MARKETING MIX……………………………………………....11-12

3. Chapter-3
3.1 MOVING TOWARDS GREEN
MARKETING………………………………………………………..…………13
3.2 SHIFTING TO A GREEN ERA…………………………………..………...14
3.3 GREEN WASHING……………………………………………..……....15-17
3.4 GREEN STRATEGY
FORMULATION…………………………………………………………………17-18

4. Chapter-4
4.1 GREEN MARKETING: A CORPORATE INITIATIVE……………………..19-24
5. Chapter- 5
5.1UNDERSTANDING CONSUMER PERCEPTION AND
PRIORITIES TO MAXIMIZE BUSINESS………………………………………25-26
5.2 GREEN CONSUMER BEHAVIOUR…………………………………………26-28

6. Chapter- 6
6.1 RESEARCH OBJECTIVES……………………………………………………..27
6.2 RESEARCH METHODOLOGY……………………….................................27

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 6.3 DATA ANALYSIS & INTERPRETATION…………………………………….28-33
6.4 RESEARCH FINDINGS……………………………….....................................34

7. Chapter-7
7.1 LIMITATION OF THE PROJECT ……………………………………………..35
7.2 RECOMMENDATION…………………………………………………….……..36

7.3 CONCLUSION…………………………………………………………………...39

Chapter-1

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 Executive Summary
In today's business world environmental issues plays an important role in marketing. All most all
the governments around the world have concernedabout green marketing activities that they have
attempted to regulate them.For example, in the United States (US) the Federal Trade
Commission andthe National Association of Attorneys-General have developed extensive
documents examining green marketing. In my research there has been littleattempt to
academically examine environmental or green marketing. It introduces the terms and concepts of
green marketing, briefly discuss whygoing green is important and also examine some of the
reason thatorganizations are adopting a green marketing philosophy. It also focusessome of the
problems with green marketing.Besides this, this report also stresses upon the effect of green
marketing onthe consumers. The data has been collected from the respondents throughsurveys
and a detailed questionnaire was designed for that purpose.

(1.1)INTRODUCTION TO GREEN MARKETING

 Meanings & Concepts:

According to the American Marketing Association, green marketing is the marketing of products
that are presumed to be environmentally safe. Thus green marketing incorporates a broad range
of activities, including

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➢Product modification,
➢Changes to the production process,
➢Packaging changes, as well as
➢Modifying advertising.

Yet defining green marketing is not a simple task where several meanings intersect and
contradict each other; an example of this will be the existence of varying social, environmental
and retail definitions attached to this term. Other similar terms used are Environmental
Marketing and Ecological Marketing.
The term green marketing came into prominence in the late 1980s and early 1990s. The
American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in
1975. The proceedings of this workshop resulted in one of the first books on green marketing
entitled "Ecological Marketing" Thus green marketing incorporates a broad range of activities,
including product modification, changes to the production process, packaging changes, as well as
modifying advertising.
My definition which encompasses all major components of other definitions is: "Green or
Environmental Marketing consists of all activities designed to generate and facilitate any
exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and
wants occurs, with minimal detrimental impact on the natural environment." This definition
incorporates much of the traditional components of the marketing definition that is "All activities
designed to generate and facilitate any exchanges intended to satisfy human needs or wants".
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 it or produced and/or packaged in an environmentally friendly way.
The obvious assumption of green marketing is that potential consumers will view a product or
service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious
assumption of green marketing is that consumers will be willing to pay more for green products
than they would for a less-green comparable alternative product - an assumption that has not
been proven conclusively, specially the mild effect which it had on consumers has washed away
by the present recession (2008-09) only.
Green marketers though argue that it is a way to use the environmental benefits of a product or
service to promote sales. Many consumers will choose products that do not damage the
environment over less environmentally friendly products, even if they cost more. With green
marketing, advertisers focus on environmental benefits to sell products such as biodegradable
diapers, energy-efficient light bulbs, and environmentally safe detergents.
People buy billions of dollars worth of goods and services every year—many of which harm the
environment in the way they are harvested, made, or used. Environmentalists support green
marketing to encourage people to use environmentally preferable alternatives, and to offer
incentives to manufacturers that develop more environmentally beneficial products.

 Importance of green marketing

Man has 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

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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:
• Organizations perceive environmental marketing to be an opportunity that can be used to
achieve its objectives
• Organizations believe they have a moral obligation to be more socially responsible
• Governmental bodies are forcing firms to become more responsible
• Competitors' environmental activities pressure firms to change their environmental marketing
activities
• Cost factors associated with waste disposal, or reductions in material usage forces firms to
modify their behavior.

 Goals of Green Marketing

• Eliminate the concept of waste.

• Reinvent the concept of product.
• Make prices reflect actual and environmental costs.
• Make environmentalism profitable.
• Bringing out product modifications.
• Changing in production processes.
• Packaging changes.
• Modifying advertising.

 Benefits of Green Marketing

Today’s consumers are becoming more and more conscious about the environment and are also
becoming socially responsible. Therefore, more companies are responsible to consumer’s
aspirations for environmentally less damaging or neutral products. Many companies want to
have an early mover advantage as they have to eventually move towards becoming green.
Some of the advantages of green marketing are:
• It ensures sustained long term growth along with profitability.
• It saves money in the long run, though initially the cost is more.
• It helps the companies market their products and services keeping the environment aspects in
mind. It helps in accessing the new markets and enjoying the competitive advantage.
• Most of the employees also feel proud and responsible to be working for an environmentally
responsible company.

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  Golden Rules of Green Marketing

1. Know Your Customer: Make sure that the consumer is aware of and concerned about the
issues that your product attempts to address, (Whirlpool learned the hard way that consumers
wouldn’t pay a premium for a CFC-free refrigerator because consumers dint know what CFCs
were.).
2. Empower Consumers: Make sure that consumer feel. By themselves or in concert with all
the other users of your product, that they can make a difference. This is called “empowerment”
and due to this main reason consumers will buy greener products.
3. Be Transparent: Consumers must believe in the legitimacy of the product and the specific
claims made in regard.
4. Reassure the Buyer: Consumers must be made to believe that the product performs the job
it’s supposed to do-they won’t forego product quality in the name of the environment.
5. Consider Your Pricing: If you’re charging a premium for your product-and many
environmentally preferable products cost more due to economies of scale and use of higher-
quality ingredients-make sure those consumers can afford the premium and feel it’s worth it.
Thus leading brands should recognize that consumer expectations have changed. It is not enough
for a company to green its products; consumers expect the products that they purchase pocket
friendly and also to help reduce the environmental impact in their own lives too.

CHAPTER-2

(2.1)Challenges in Green Marketing

➢NEED FOR STANDARDIZATION
It is found that only 5% of the marketing messages from “Green” campaigns are entirely true and
there is a lack of standardization to authenticate these claims. There is no standardization to
authenticate these claims. There is no standardization currently in place to certify a product as
organic. Unless some regulatory bodies are involved in providing the certifications there will not
be any verifiable means. A standard quality control board needs to be in place for such labeling
and licensing.

➢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

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and natural food consumption. In those aspects the consumer is already aware and will be
inclined to accept the green products.

➢PATIENCE AND PERSEVERANCE

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.

➢AVOIDING GREEN MYOPIA

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.

(2.2)GREEN MARKETING – REASONS FOR ADOPTION BY THE FIRMS

Green marketing has been widely adopted by the firms worldwide and the following are the
possible reasons cited for this wide adoption:

1) OPPORTUNITIES - As demands change, many firms see these changes as an opportunity to

be exploited and have a competitive advantage over firms marketing non-environmentally
responsible alternatives. Some examples of firms who have strived to become more
environmentally responsible, in an attempt to better satisfy their consumer needs are:
•McDonald's replaced its clam shell packaging with waxed paper because of increased consumer
concern relating to polystyrene production and Ozone depletion.
•Tuna manufacturers modified their fishing techniques because of the increased concern over
driftnet fishing, and the resulting death of dolphins.
•Xerox introduced a "high quality" recycled photocopier paper in an attempt to satisfy the
demands of firms for less environmentally harmful products.

2) GOVERNMENTAL PRESSURE - As with all marketing related activities, governments

want to "protect" consumers and society; this protection has significant green marketing
implications. Governmental regulations relating to environmental marketing are designed to
protect consumers in several ways,
1. Reduce production of harmful goods or by-products
2. Modify consumer and industry's use and/or consumption of harmful goods

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3. Ensure that all types of consumers have the ability to evaluate the environmental composition
of goods
Governments establish regulations designed to control the amount of hazardous wastes produced
by firms. For example, New Delhi, the India's capital was getting polluted gradually at a very
fast pace till Supreme Court of India forced a change of fuel on it. In 2002, a directive was issued
to completely adopt CNG in all public transport systems to curb pollution.

3) COMPETITIVE PRESSURE - Another major force in the environmental marketing area

has been firms' desire to maintain their competitive position. In many cases firms observe
competitors promoting their environmental behaviors and attempt to emulate this behavior. In
some instances this competitive pressure has caused an entire industry to modify and thus reduce
its detrimental environmental behavior. For example, it could be argued that Xerox's "Revive
100% Recycled paper" was introduced a few years ago in an attempt to address the introduction
of recycled photocopier paper by other manufacturers. In another example when one tuna
manufacture stopped using driftnets the others followed suit.

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.
Fund managers and corporate developers too, are taking into account the environmental viability
of the company they invest in Venture Capitalists are investing in green business because they
believe it's a growth opportunity. Britain based HSBC became the world's first bank to go carbon
neutral late last year and is now turning its 11000 buildings in 76 countries worldwide into
models of energy efficiency." our customers have told us that they decide where they shop based
on whether the business is a good neighbor ". Says David North, Tesco’s community director.
An example of a firm that does not promote its environmental initiatives is Coca-Cola. They
have invested large sums of money in various recycling activities, as well as having modified
their packaging to minimize its environmental impact.
While being concerned about the environment, Coke has not used this concern as a marketing
tool. Thus many consumers may not realize that Coke is a very environmentally committed
organization. Another firm who is very environmentally responsible but does not promote this
fact, at least outside the organization, is Walt Disney World (WDW). WDW has an extensive
waste management program and infrastructure in place, yet these facilities are not highlighted in
their general tourist promotional activities.

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.

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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.
In other cases firms attempt to find end - of - pipe solutions, instead of minimizing waste. In
these situations firms try to find markets or uses for their waste materials, where one firm's waste
becomes another firm's input of production. One Australian example of this is a firm who
produces acidic waste water as a by-product of production and sells it to a firm involved in
neutralizing base materials.

(2.3)GREEN MARKETING MIX

PRODUCT
Entrepreneurs wanting to exploit emerging green markets either: Identify customers’
environmental needs and develop products to address these needs or will develop
environmentally responsible products to have less impact than competitors.
The increasingly wide variety of products on the market that support sustainable developments
are:
• Products made from recycled goods, such as Quick’ N Tuff housing materials made from
recycled broccoli boxes.
• Products that can be recycled or reused.
• Efficient products, which save water, energy or gasoline, save money and reduce
environmental impact.
• Products with environmentally responsible packaging, McDonalds, for example, changed their
packaging from polystyrene clamshells to paper.
• Products with green labels, as long as they offer substantiation.
• Certified products, which meet or exceed environmentally responsible criteria.
• Organic products-many customers are prepared to pay a premium for organic products, which
offer promise of quality. Organic butchers, for example, promote the added qualities such as
taste and tenderness.
• A service that rents or loans products-toy libraries.
Whatever the product or service, it is vital to ensure that products meet or exceed the quality
expectation of customers and is thoroughly tested.
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 value. This value may be improved
performance, function, design, visual appeal or taste. Environmental benefits will be often be the
deciding factor between products of equal value or quality.
Environmentally responsible products, however are often less expensive when product life cycle
coast are taken into consideration, for example fuel-efficient vehicles, water efficient printing
and non-hazardous products.
PLACE

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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
Promoting products and services to target markets include paid advertising, public relations,
sales promotions, direct marketing and on-site promotions. Smart green marketers will be able to
reinforce environmental credibility by using sustainable marketing and communication tools and
practices. For example, many companies in the financial industry are providing electronic
statements by email; e-marketing is rapidly replacing more traditional marketing methods and
printed materials can be produced using recycled materials and efficient processes such as
waterless printing.
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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 CHAPTER-3

(3.1)Moving Towards Green Marketing

The era of green marketing has begun. It has already been granted wide acceptance by all
stakeholders. However, there is a need to lay down the standards and practices, in order to bring
in objectivity in the judgment of various national and international agencies. This will not only
encourage the activities of green marketing but shall also provide the much needed level playing
fields to all.
 DEVELOPMENT OF ISO 14000 SERIES OF STANDARDS.
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 management and for standardizing some key environmental tools of analysis such
as labeling and life cycle assessment.
 ECO-LABELING INITIATIVES
Eco label provide information regarding the environmental performance of products. The
objective of eco-labeling is to provide authentication to genuine claims regarding the
environmental impact of products and processes by manufacturers.
In India the government has introduced the eco-mark scheme since 1981. The objectives of the
Scheme are:
• To provide incentives to manufacturers and importers to reduce the adverse environmental
impact of products.
• To reward genuine initiatives by companies to reduce adverse impact of environmental impact
of products.
• To assist consumers to become environmentally responsible in their daily lives by providing
them information to take account of environmental factors in their daily lives.
• To encourage citizens to purchase products which have less environmental impact.
 ECO-LABELLING SCHEMES IN INDIA
The Ministry of environment and forest of government of India has prescribed the following
criteria for products:
• That they cause substantially less pollution than comparable products in production, usage and
disposal,
• That they are recycled and/or recyclable whereas comparable products are not.
• That they contribute to a reduction on adverse environmental health consequences.
• That they comply with laws, standards and regulations pertaining to the environment.

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• That their price is not exorbitantly higher than comparable products.

(3.2)SHIFTING TO A GREEN ERA

The color GREEN, until recently was associated all over the world with emerald. In the modern
age, however, GREEN is getting associated with sustainable development. Being green is no
longer a matter of choice; its marketing is a must, or else enterprise may run the risk of losing
customers, employees and shareholders. It has become almost a necessity to maintain a green
lifestyle.
The possibility of oceans rising and claiming coastal lives, climate change, and polluted air and
water are beginning to gain momentum towards the green movement.
Today there is an increasing concern among the business houses towards the challenges posed by
the environment. Green consumerism is playing a catalytic role to bring in environmentalism and
make business green oriented. Also it has been noticed that there has been an increasing trend of
consumers demanding for a “Green Image” of an enterprise. The most feasible option available
for the business houses is to put into practice the process of “Green Manufacturing”. It involves
product recovery activities as well as reverses logistics.
Product recovery concept is applied on the returned product so as to translate it to a usable one,
for example remanufacturing, refurbishing or even recycling. Whereas reverse logistics focuses
on inbound supply and distribution of used goods and inventory.
Companies like ABB, MUL, Ranbaxy and many more have taken up green projects. They
sponsor huge amount and in return earn a lot of goodwill, low cost publicity, and an environment
conscious image. Scores of such enterprises have responded to environmental concerns with
several strategic versions of green business, which are enumerated below:
• Adopting products/packages to make them environmentally sound.
• Making realistic environmental claims about existing products through the advertisements.
• Linking brands with environmental causes to create goodwill.
• Introducing entirely new range of products explicitly designed to appeal environmentally
conscious consumers.

(3.3)GREEN WASHING

“Green washing” is the process of making products and services “Green” in all respects.
To make products and services green the businesses need to focus on bringing the green in
various aspects such as:
 Supply Chain
 Packaging
 Raw Material
 Product Innovations
It is not enough just to develop a brand or a logo, or invest in an advertising campaign, and then
position a product as Green before consumers.

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Like any other new concept, marketers must first educate the public about going green, ensure
product credibility, and establish trust. Moreover, since “Green” aspect of the product is not a
tangible attribute that the consumers receive the consumer has to be convinced about the benefits
of the green benefits of the product. It is also important to understand how companies across the
globe are innovating and creating “Green” products.

 “GREEN” RAW MATERIAL-

This refers to using recycled material or using material, which does not have a negative impact
on natural resources like resulting in problems such as deforestation and pollution.
Example: Grid core Systems International – demonstrated the use of Recycled Building
Material. The company was looking for an alternative building material in-order to reduce the
impact on environment. While researching they discovered space board, a new type of building
panel developed by the Forest Products laboratory. Space board can be manufactured from
various recycled or agricultural fibers, and due to a honeycomb the interior design is just as
strong as and several times lighter than conventional fiberboard.
 “GREEN” IN MANUFACTURING-
This focuses on using renewable energy for production and minimizing air and water pollution
during the manufacturing process.
Example: Energy Star is helping businesses and consumers save money and check pollution.
Energy star has its own pre defined parameters and gadgets which conform to the energy
efficiency standards. The businesses that join hands with energy star sign an MOU and upgrade
their facility as per the requirement outlined by Energy Star. There are about 2,400 corporations,
hospitals, schools and other organizations, which are energy star compliant in the US today.
The real estate developers, architects and environmentalists across the globe are working
together to create the next wave of modern eco-friendly projects: green buildings and
manufacturing facilities. They are using energy conservation appliances and recycling building
products and water harvesting techniques in their projects.
 “GREEN” IN PRODUCT DEVELOPMENT-
This refers to either environment friendly or environment efficient products as demonstrated by
the following examples.
Example: Kodak’s Recyclable Camera When Kodak created its first disposable camera it also
solved the waste disposal problem by initiating a ‘camera take back’ scheme during picture
processing. This not only reduced the waste disposable problem, it also saved Kodak the
manufacturing costs for new cameras. This made it completely recycled camera.
Example: Philips Earthlight Compact Fluorescent Light Bulbs With relentless efforts on
research and development the company was successful in producing compact fluorescent light
bulbs, which are the most energy efficient bulbs.
 “GREEN” BY USING ALTERNATIVE INGREDIENTS TO REDUCE HEALTH
RISKS -
Example: AFM Safecoat and Safechoice Paints to meet the markets demand for non-toxic
paints, the California based company invested in Research and Development and developed a
full line of non-toxic coatings, paints, stains and adhesives.
 “GREEN” IN SUPPLY CHAIN-
Example: McDonald’s is often blamed for polluting the environment because much of their
packaging finishes up as roadside waste. It must be remembered that it is the uncaring consumer
who chooses to dispose of their waste in an inappropriate fashion.

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With the intent to cut costs and work on eco-friendly image and practices McDonald’s tried to
reduce the amount of material disposed by its stores. McDonalds asked the supplier to do away
with the cartons for napkins. The supplier suggested a better way and came up with dimpling
pattern on napkins, which enabled the supplier to pack 25% more napkins in one box and
reduction in shipping cost accordingly. McDonalds also allied with Environment Defense Fund
(EDF) and created a waste reduction plan. It also made a Paper Task Force to focus on paper
waste reduction and better solid waste management.
Some food chain retailers are working on Green Procurement program to help purchasing
officers to buy products and services that have a lower environmental impact than comparable
products and services.

 “GREEN” IN PACKAGING-
Packaging is a key element of marketing mix for promoting “Green washing”. It can also be an
effective tool to display the “Green” component of the product.
Natural Package for a Natural Product
When creating product materials, markets need to remember that a “Green” product is appealing
to consumers for its benefits to the environment and for its roots in natural resources. There
should be a consistent look for the product package, or materials that appear natural, not glossy
or extravagant.
“Green” consumers tend to appreciate consistence in package and product. They will appreciate
the usage of recycled paper and other environment friendly materials. That will help
manufacturers/suppliers gain customer loyalty and product credibility.
Third Party Certification Seal on Package
In order to win consumer trust and for product credibility many companies go in for a third party
certification. This helps build trust and acceptability by the consumer.
A third party seal guarantees the consumer that the product fulfills its promise and is true to his
claim. One such third party in the USA is the Green-e Program of the Center for Resource
Solutions. Certification provides an independent third-party review of the program similar to the
ISO 9000 or CMMI Six Sigma level of certifications, which mat help build consumer
confidence. Once a green product earns certification, they can publicize this achievement and
promote their certification through the use of the Green-e logo on their marketing materials and
website.
 “GREEN” IN SERVICES-
With increased demand for value-based marketing, there is also growing demand of “Green”
services. Global customers are not only interested in cost cutting through outsourcing but are
also looking for energy efficient IT operations.
Example: ITC InfoTech is a good example to understand how to package the services “Green”
ITC InfoTech is a Bangalore based independent Subsidiary of ITC Ltd. At corporate level ITC is
working to establish itself as a carbon free company. The company is working on “Triple Bottom
Line” i.e. social, economic and environmental capital. The company is involved in many
community driven initiatives. It is one of the 10 companies globally and first one from India to
start publishing sustainability report in compliance with G3 guidelines of Global Reporting
Initiative. The company is investing in large-scale plantations to wash away its carbon positive
image. It is also focusing on water harvesting and working towards zero solid waste by
recycling.

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36 Cigarette warehouses were converted to make ITC InfoTech’s global development campus in
the heart of Bangalore. The company has used recycled material and virtualization tools for
optimizing energy usage in its data centers. It is also working on digital infrastructure to connect
the rural farmers to the Internet using solar panels for power, so that the Indian farmers can get
information on crop research and monitor weather trends. The company is using these as a
service differentiator and positioning itself as Green service Provide. The corporate image of ITC
Ltd. is further enhancing the True Green Image.

(3.4)Green Strategy Formulation

As in formulation of green strategy, a firm may evolve it from a SWOT analysis or

Environmental Audit.
SWOT ANALYSIS
STRENGTHS
1. Marketers get access to new markets and gain an advantage over competitors that are not
focusing on “greenness.”
2. Marketers can charge a premium on products that are seen as more eco-responsible.
3. Organizations that adopt green marketing are perceived to be more socially responsible.
4. Green marketing builds brand equity and wins brand loyalty among customers.
E.g. research and development capabilities for clean processes and green products and human
resources committed to environmental protection.
WEAKNESS
1. Most customers choose to satisfy their personal needs before caring for environment.
2. Overemphasizing greenness rather than customer needs can prove devastating for a product.
3. Many customers keep away from products labeled “Green” because they see such labeling as a
marketing gimmick, and they may lose trust in an organization that suddenly claims to be green.
E.g. products cannot be recycled, and hazardous wastes) of a company.
OPPORTUNITIES
1. Marketing to segment which are becoming more environmentally aware and concerned.
These consumers are demanding products that conform to these new attitudes.
2. Organizations perceive green marketing to be a competitive advantage, relative to the
competitors. Firms, therefore, strive to improve upon their societal awareness. This complements
the increase in consumers’ socially conscious behavior and will therefore give them an
advantage over competitors who do not address these issues.
E.g. offering an environmental friendly product and saving resources, and relating them to
internal strengths.
EXTERNAL THREATS
1. Uncertainty as to the environmental impact of present activities, including that is perceived to
be less environmentally harmful.
2. Uncertainty as to which green marketing activities are acceptable from a government
perspective.

17
3. The possibility of a backlash from consumers or government based on existing green
marketing claims, threat one and two above may cause backlash to arise.
E.g. competitors gain market shares with green products and increased environmental
regulations).

CHAPTER-4

(4.1)GREEN MARKETING: A CORPORATE INITIATIVE

It is important in today’s world because mankind has limited resources on the earth and if we
want long term sustainability of human life on this earth’s surface, then companies has to learn to
conserve these scarce natural resources and create products that have less environmental damage.
Otherwise the very existence of humankind will be under question mark.

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.

Sony: Green “ODO” Digital Camera -

Sony has recently launched developed and launched a range of innovative products named as
“ODO” line products also called as Eco-chic. These products do not require AC adapter as they
were powered by kinetic or solar energy. Sony has used simplified packaging and recycled

18
plastic in the manufacturing of ODO products as a “Sustainable Product” initiative. The ODO
line products comprise of five products:
1. Spin N Snap: The spin and snap is a digital camera. It has two holes which are used as
View finder and chargers. On spinning the camera on ones fingers generates kinetic energy and
charges the device.
2. Push Power Play: Push power play is a display device with a roller on the base. The rollers are
used to charge the device by the friction of the device with hard surface.

3. Crank N’ Capture: Crank and Capture is a digital video camera with a crank used to operate
and generate power.
4. Pull and Play: The pull and play is a stereo headphone with a cord to simply pull and use.
5. Juice Box: The juice box is a credit card sized object used to recharge the other ODO
products.
Sony has also added a new Twirl N Take hand powered digital camera to the ODO line series.
Twirl N take digital camera has a sleek stem circle design. It is recharged by rolling the round
wheel on the hard surface.
Sony’s ODO line product series are the most innovative eco-friendly products which are very
safe and handy. Even children can also use these products.

Cipla: CFC-free Inhaler -

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 Rotahaler is a powder based inhaler, different from regular inhaler which
contains propellants.

19
Bharat Petroleum -
Bharat Petroleum launched a campaign to position itself as a responsible corporate ‘green’ entity.
Foraying into renewable energy-solar and wind power-it installed solar panels on its service
stations. It also ran a program to cut production of greenhouse gases by 10% across its units
worldwide and achieved it much ahead of schedule. Cleaner fuels such as Greener Diesel (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 -
Hindustan petroleum owns a massive e-waste recycling plants, where enormous shredders and
granulators reduce four million pounds of computer detritus each month to bite-sized chunks-the
first step in reclaiming not just steel and plastic but also toxic chemicals like mercury and even
some precious metals. HP will take back any brand of equipment; its own machines are 100
percent recyclable.

Nokia: The Take-Back Campaign

The Take-Back campaign is running successfully in 85 countries. It was recently launched in

India, specifically in Bangalore, Delhi, Gurgaon and Ludhiana, with over 1,300 recycling bins
distributed just in the first months.

Other companies:-

• LG has insisted mainly on power management,

• While Nokia has centered its attention on the use of recyclable materials. Samsung has
produced marketing-friendly green devices like its Restore and Reclaim and has mainly
20
 focused on producing phones with reduced toxins, by removing BFRs (bromide flame
retardants) last year. It also plans to remove most other toxins by the end of 2012.
• Sony Ericsson, with its Green Heart line, concentrates mainly on packaging.

Videocon-

• The company has changed its logo, appeal and also its corporate strategy in order to
adjust to the recent global environment and stay in the race. Videocon changed it logo
from the traditional giant solid silver ‘V’ to a more fluid lava type ‘V’.
• With this new logo, it is visible that the company is trying to portray itself as an eco
friendly company with a fresh outlook and to give a feel that the Videocon always on the
move. Using the color of nature, i.e. green, Videocon has give a feel that it product are
environmentally aware and with respect to world environmental standards.

IDEA Ad Campaigning- SAVE PAPER. SAVE TREES. SAVE THE WORLD

IDEA Cellular, the 3rd largest GSM mobile service operator in India, has its own way to
promote the brand. IDEA has launched an ad: Use Mobile, Save Paper. This ad also features
IDEA’s brand ambassador Abhishek Bachchan, but as a tree! This new ad is sixth in the series.
The preceding campaigns were

• ‘Championing a world without caste’,

• ‘Championing a world in which no one suffers from the disability to communicate’;
• ‘Education for All’,
• ‘Participative Governance’,
• and the last ‘Walk When You ,Talk’.   

21
AIRCEL Ad campaigning- Save our tigers-

• Save our Tigers campaign is collaborative effort from Aircel and WWF India to save
the wildlife especially tigers worldwide.
• Amitabh Bachaan has joined the initiative as the campaign ambassador
• Dhoni who roars for our Tigers in Aircel Save our Tiger Ad
• Kiran Bedi, Suresh Raina and Baichung Bhutia follow the same.

DELL-

22
 • For the past three months, Dell has been working towards bringing a path-breaking
initiative for our consumers in India - the Dell Go Green Challenge. It is designed to
promote a green approach towards technology adoption for consumers in India, by asking
them to share their ideas and stories about how they aim to change the way technology is
being used in our homes and offices.

• As our economy is growing and technology penetration is increasing, e-waste is one of

the biggest challenges we as a nation are facing, and recycling is still not an option that
most consumers are either aware of, or interested in taking up.

• As one of the world’s leading providers of technology, they recognize our responsibility
to ensure that technology is recycled at the end of its usable life. Dell was in fact the first
computer company to offer consumer free recycling worldwide and both these initiatives
are designed to create awareness among consumers on recycling of PCs in India.

• Dell has launched the ‘Dell Go

Green Challenge’ in an effort to
raise awareness and community
involvement in green initiatives
in India. The challenge invites
consumers to share
photographs, videos and other
innovative depictions of key
issues, concerns or thoughts on
green technology at www.dellgogreen.com.

• The contest has provided a platform to build a Dell Go Green community of green
technology and lifestyle enthusiasts, to connect with each other online, and share ideas,
thoughts and visions on the issue of e-waste and sustainable technology. We have got
over over 600 ideas over the last three months. These ideas have been voted on by the
community and we look forward to the winners being announced shortly

23
 CHAPTER-5

(5.1)UNDERSTANDING CONSUMER PERCEPTION AND

PRIORITIES TO MAXIMIZE BUSINESS
Carbon labels show consumers the “Carbon Content” of an individual product. An item’s content
is the total amount of carbon dioxide emitted from very stage of its production and distribution,
from source to store. This is also known as “embedded carbon”, or a carbon footprint. Today’s
consumer is more ethically and environmentally aware than ever before, and increasingly so with
regard to the consumption of food and drink. In the media, on the shelves, the focus on reducing
our carbon footprint is constantly present, and the push to understand where our food is from
increasing.
Carbon labeling is a really recent development. The focus on reducing carbon footprint is
constantly present, and the push to understand what they are purchasing and consuming. But to
make it a success, the understanding regarding:
a) What they are purchasing?
b) How are they prioritizing- between organic, fair trade, carbon friendly and so on?
c) Whether the consumers are getting what they want to purchase?

Study Findings on the Basis of Literature Regarding Consumer Behavior:

24
  Consumers show different attitudes to issues like:
a) Food quality is shoppers’ most important concern. Price is also very important for those on
lower incomes.
b) Whether health, environmental and social issues are very important in relation to the food they
buy.
c) Concerns for health, environmental and social issues vary with household income or not.
d) Concern for health, environmental and social issues increase with age or not.
e) Women do most of the shopping, and they are more concerned about health, environmental
and social issues than men.
f) Attitudes vary regionally, and there is particularly strong concern in the South West.
 Familiarity with labels for different consumers is different:
How familiar are you with each of the following types of information on product packets on the
basis of:
a) Most people are at least somewhat familiar with most forms of product information.
b) Familiarity with the product information is much higher among people who think the issues
are very important.
 Use of labels had different perceptions for different consumers:
Use of the following types of information when making decisions about what consumers buy is
different for every consumer on the basis of:
a) Product information is used by many consumers.
b) There is a clear link between concern about health, environmental and social issues and use of
relevant product information.
c) The gap between attitudes and behavior is wider in relation to environmental and social issues
that in it is with the mainstream health.
d) There is little variation with income, except organic labels are used more by people with
higher incomes.
e) Product labeling is generally used more by older people.
f) Women use nutrition information more, but broadly similar numbers of men and women use
organic and Fair trade information.
g) Different patterns of use in different regions.
 Barriers to greater integration into shopping behavior on the basis of changing
patterns of consumption mean that increasingly consumers are considering the
social, environmental and health issues associated with production and
consumption:
a) “Products too expensive” is the number one barrier.
b) “Takes too much time” is the second biggest barrier to choosing healthy food.
c) “I don’t know enough about it” is the second biggest barrier to choosing environmentally
friendly and socially responsible food.
d) Other barriers are significant or not, like:
➢Unavailability of products (either altogether, or of sufficient quality).
➢Lack of understanding about the issues in general.
➢Difficulty in understanding the product information.
➢Concerns about the reliability of the product information.

(5.2)GREEN CONSUMER BEHAVIOR

25
  Environmentally Conscious Consumer Behavior
Environmentally Conscious Behavior (ECCB) is consumer behavior based on some awareness
of the environmental impacts associated with a product or service, and a desire to reduce those
impacts. Many researchers in the field of consumer’s psychology and market research have
demonstrated a substantial grow thin ECCB across a range of markets. It has been demonstrated
through case studies that how product developers and marketers have capitalized on this positive
attitude and effectively differentiated their product in terms of their environmentally friendly
character. The term environmental consciousness does not have a standardized definition in the
body of academic literature; the reason can be due to arousal of the term out of political and
everyday language. Environmental consciousness is the desire to protect flora and fauna,
willingness scrutinize the consequences of economic activity and a willingness to combine long
term withshortterm planning.

 Green Buyers and Green Consumers

 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.
SEGMENTATION OF GREEN CONSUMERS-
• True-Blue Greens- The most environmentally active segment of the society.
• Greenback Greens- Those most willing to pay the highest premium for green products.
• Spouts- Fence-sitters who have embraced environmentalism more slowly.
• Grousers- Uninvolved or disinterested in environmental issues, who feel the issues are too big
for them to solve.
• Apathetic- The least engaged group who believe that the environmental indifference is main
stream.

Apart from this, Natural Marketing Institute (NMI) divides the market into following categories:
• Lohas- Very progressive on environment and society, looking for ways to do more; not too
concerned about price.
• Naturalites- Primarily concerned about personal health and wellness, and use many natural
products; would like to do more to protect the environment.
• Conventional- Practical, like to see the results of what they do; interested in green products that
make sense in the long run.
• Drifters- Not too concerned about the environment, figuring we’ve got time to fix the
environmental problems; don’t necessarily buy a lot of green products.
• Unconcerned-Have other priorities, not really sure what green products are available and
probably wouldn’t be interested anyway; they buy products strictly on price, value, quality and
convenience.

 Consumer Information and Education

If managers believe that consumers view greenness as a motivating variable, they should invest
in conveying information through advertising, direct mailing, brand labels, in-store displays and
pamphlets. The important points to be noted here are

26
 a. Firms willing to provide clear, comprehensive and credible information must ensure that
consumers have low cost to access it.
b. Governmental policies and stakeholder initiatives can be important in reducing
consumers search, information or transaction costs.
c. Regulators can publish and disseminate it to the media by press releases and post it on the
internet.
d. Stakeholders can use the media as well as use their organization-specific vehicles such as
newsletters.

Green marketing can be successfully implemented by use of ICT in cost effective way:
 By developing compelling, concise messages, plan innovative ways to repeatedly
deliver, identify appropriate links within network of political, legislative, nonprofit
organization and media, develop concept based programs and events.
 Utilize extensive relationship with local and national media to get a client’s message to
the right media targets.
 Identify venues, plan tours, identify audiences, and organize meals, speakers and press.
 Strategies and plan joint PR initiatives as well as joint advertising campaigns and events
to cross-promote companies and organization campaigns.
 Help develop identify and branding for print, broadcast and digital mediums.
 Consulting and creation of a corporate design, brochures, leaflets, info materials.
 Develop web sites, e-mail campaigns, and banner advertising.
 Develop creative print, broadcast and digital advertising, identify advertising targets and
purchase appropriate media slot

27
 CHAPTER-6

(6.1)RESEARCH OBJECTIVES

1. To understand the concepts and importance of Green marketing.

2. To understand the level of awareness regarding green marketing among consumers.
3. To understand the buying behavior of consumers related to green marketing.
4. To understand how green marketing helps Company to built its image.
5.  To understand the success of green marketing as a corporate social responsibility.

(6.2)RESEARCH METHODOLOGY

 Primary Data Collection:

The data has been collected from the respondents through personal interviews and a detailed
questionnaire was designed for that purpose. The questionnaire was designed according to the
research objectives; the questions fulfill the aim of determining the impact on consumers towards
green marketing.

 Secondary data collection:

Secondary data is very important to complete a project report. The purpose of this data was to
supplement the primary data. The secondary sources of collecting data was-
 Internet.
 Magazines.

28
  Size of sample:
This refers to the numbers of items to be selected from universe to constitute asample. An optimum
sample is one, which fulfills the requirements of efficiency, representativeness, reliability and flexibility.
 Sample size - 50 consumers

(6.3)DATA ANALYSIS & INTERPRETATION

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.

1. Are you aware of the term green marketing?

a. Yes b. No

36
No
14 Yes

0 5 10 15 20 25 30 35 40
The above bar graph indicates that out of 50, 36 respondents are not familiar with the term Green
Marketing. Many of them have a misconception with the term Green Marketing

2. Have you heard of any campaign related to Green Marketing?

a. Yes
b. No

35
31
30
25
19
20 Yes
15 No
10
5
0

29
 From this bar chart we can say that most of the respondents are not aware of any
campaign related to green marketing.

3. Have you been part of any such campaign?

a. Yes b. No

47
50
45
40
Yes
35
30 No
25
20
15 3
10
5
0

We can see here that out of 50 respondents only 3 has been part of such type of campaign.

4. Do you consider the environmental aspects of the products before buying them?
a. Yes b. No c. Sometimes

yes
24%

Sometimes
48%

No
28%

30
 
The above chart indicates that only 48% i .e. the majority of respondents consider the
Environmental aspect some times. And, only 24% consider the environmental aspect of the
product while buying it

5. Do you think that Green Marketing and advertising are good sources of information about
green products and services?
a. Yes b. No

No
6%

Yes
94%

From this pie chart, it indicates that 94% respondents think that green marketing and advertising
are good sources of information about green products and services.

6. Do you think that Green Marketing activities are good at addressing environmental
issues?
a. Yes b. No

50 45
45
40
35
30
25
20
15
10 5
5
0

Yes No

31
We can see most of the respondents feel that Green marketing activities are good at addressing
environmental issues.

7. Do you think Green Marketing activities results in better products?

a. Yes b. No

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes No
In this above bar chart it is clearly indicates that 82% of respondents think this strategy results in
better products while 18% have different opinion.

.8. Do you think that Green Marketing strengthen company’s image in the mind of consumers?
a. Yes b. No

40 37
35
30
25
Yes
20
No
15 13
10
5
0

The above chart indicates, majority of the respondents, i.e. 37 respondents feel that it strengthen
company’s image in the mind of consumers.

32
9. Do you think that companies that focus on environmental concerns persuade consumers to
buy products?
a. Yes b. No

No
42%

Yes
58%

Most of the respondents feel that it helps to persuade consumers to buy products.

10. Do you think that by implementing green marketing strategy the companies are able to gain
competitive advantage over others? a. Strongly agree b. agree c. disagree d. strongly disagree

25

20

15

10

0
strongly agree agree disagree strongly disagree

33
Most of them agree that by implementing green marketing strategy the companies are able to
gain competitive advantage over others.

11. Do you think sometimes companies are trying to cheat customers in the name of green
products?
a. Yes b. No

33

35
30 Yes
25 17
No
20
15
10
5
0

Here, we can say that most of the respondents have negative opinion. They feel that sometimes
companies are trying to cheat the customers in the name of green products.

34
 (6.4)RESEARCH FINDINGS

In my research work through the survey of questionnaire I find the following points-

1. Maximum numbers of respondents are not familiar with the term Green Marketing
2. Most of the respondents are not aware of any campaign related to green marketing
3. Maximum numbers of respondents sometimes consider the environmental aspects of the
products while purchasing.
4. Significant numbers of respondents feel that green marketing and advertising are good
sources of information about green products and services.
5. Most of the respondents feel that this marketing strategy helps to persuade consumers to
buy products.
6. Also this type of strategy helps a company to get the competitive advantage over others.
7. Many respondents feel that sometimes companies are trying to cheat the customers in the
name of green products.

35
 CHAPTER-7

(7.1)LIMITATIONS OF THE PROJECT

1. DEMOGRAPHIC CONSTRAINTS - will be a main issue of concern. This is due to the

reason that the data collection will be restricted to the Kolkata

2. DATA RELIABILITY - As the data will be collected from various sources the accuracy
of the data collected would be an area of concern. It would be an uphill task to validate
the data consistency of the collection of that data.

3. UNAWARENESS – People are unaware of Green marketing. So it’s a very challenging

task for me.

36
 (7.2)RECOMMENDATION

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:

 Invest in research and create clean and environment friendly products.

 Recycle at every level.
 Educate masses of the environment issues because they are going to be the bulk
consumers.
 Socially responsible investing in environment driven projects.
 Plant more trees.

The corporations must rethink:

 Their raw material and procurement strategies.

 They should develop new products
 They should redesign existing products and service.
 They should realize that pollution prevention can be a cost saving activity.
 They should steer their product and packaging designs to use less material.

(7.3)CONCLUSION

37
Green marketing covers more than a firm's marketing claims. While firms must bear much of the
responsibility for environmental degradation, the responsibility should not be theirs alone.
Ultimately green marketing requires that consumers want a cleaner environment and are willing
to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even
governmental intervention. Until this occurs it will be difficult for firms alone to lead the green
marketing revolution. Having said this, it must not be forgotten that the industrial buyer also has
the ability to pressure suppliers to modify their activities. Thus an environmental committed
organization may not only produce goods that have reduced their detrimental impact on the
environment, they may also be able to pressure their suppliers to behave in a more
environmentally "responsible" fashion. Final consumers and industrial buyers also have the
ability to pressure organizations to integrate the environment into their corporate culture and thus
ensure all organizations minimize the detrimental environmental impact of their activities. Thus
green marketing should look at minimizing environmental harm, not necessarily eliminating it.
Green marketing covers more than a firm's marketing claims. While firms must bear much of the
responsibility for environmental degradation, ultimately it is consumers who demand goods, and
thus create environmental problems. One example of this is where McDonald's is often blamed
for polluting the environment because much of their packaging finishes up as roadside waste. It
must be remembered that it is the uncaring consumer who chooses to disposes of their waste in
an inappropriate fashion. While firms can have a great impact on the natural environment, the
responsibility should not be theirs alone. It appears that consumers are not overly committed to
improving their environment and may be looking to lay too much responsibility on industry and
government. Ultimately green marketing requires that consumers want a cleaner environment
and are willing to "pay" for it, possibly through higher priced goods, modified individual
lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone
to lead the green marketing revolution. It must not be forgotten that the industrial buyer also has
the ability to pressure suppliers to modify their activities. Thus an environmental committed
organization may not only produce goods that have reduced their detrimental impact on the
environment, they may also be able to pressure their suppliers to behave in a more
environmentally "responsible" fashion. Final consumers and industrial buyers also have the
ability to pressure organizations to integrate the environment into their corporate culture and thus
ensure all organizations minimize the detrimental environmental impact of their activities.

38