PROJECT REPORT

ON

GREEN MARKETING
A Project Report submitted in partial fulfillment of the requirements

for the award of the degree of

Masters of business administration

SESSION: 2010–2012
To

Under the guidance of SUBMITTED BY:

Mrs. SHEETAL MITTAL RAVINDER KHATRI
09-ITMG-6836MBA

BONAFIDE CERTIFICATE
Certified that this project report titled ―Opportunities & Challenges for
Green Marketing with special reference to gurgaon‖ is the bonafide

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work of Mr. Ravinder Khatri student of MBA Marketing 4th semester who
carried out the research under my supervision. Certified further, that to the best
of my knowledge the work reported here in does not form part of any other
project report or dissertation on the basis of which a degree or award was
conferred on an earlier occasion on this or any other candidate.

Date: Mrs. Sheetal Mittal

Place: Faculty

2
 STUDENT’S DECLARATION
I hereby declare that the project report conducted on

GREEN MARKETING

Under the guidance of

Mrs. SHEETAL MITTAL

Submitted in the partial fulfillment of the requirements for the award of

the degree of

MASTER OF BUSINESS ADMINISTRATION

TO

ITM UNIVERSITY,GURGAON
Is my original work and the same has not been submitted for the award
of any other Degree /Diploma /fellowship or other similar titles or prizes.

Place RAVINDER KHATRI

Date 09-ITMG-6836-MBA

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 ACKNOWLEDGEMENT

If words are considered as a symbol of approval and tokens of appreciation then

let the words play the heralding role of expressing my gratitude. It is a moment
of pleasure for me to acknowledge the help and support for those people who
made me able to present this dissertation report for evaluation as the partial
fulfillment of ―Master Of Business Administration’’.

I take this opportunity to thank and show gratefulness to my guide Mrs.Sheetal,

ITM university, Gurgaon for her precious guidance and mentoring but for
which my training here would not been so rewarding and fruitful.

At last it is my pious duty to record my heartiest gratitude to my parents and my

family who taught first lessons of life and inspired me to face the hardships of
life. At last, I would like to thank all my friends for their love, faith and support.

Ravinder Khatri

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 ABSTRACT
In today's business world environmental issues plays an important role in
marketing.
All most all the governments around the world have concerned about green
marketing activities that they have attempted to regulate them. There has been
little attempt to academically examine environmental or green marketing. It
introduces the terms and concepts of green marketing, briefly discuss why going
green is important and also examine some of the reason that organizations are
adopting a green marketing philosophy. It also focuses some of the problems
with green marketing.
It identifies the key to successful green marketing:
• Credibility
• Publicize stories of the company’s and employees’ green initiatives.
• Enter environmental awards programs to profile environmental credentials to
customers and stakeholders.
• Never overstate environmental claims or establish unrealistic expectations.
It also tells about Why Are Firms Using Green Marketing:
• 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
This report also stresses upon the effect of green marketing on the consumers.
Green marketing isn't just a catchphrase; it's a marketing strategy that can help
you get more customers and make more money. But only if you do it right.

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 CONTENTS
S.NO TOPIC Page
a. Certificate 1

b. Declaration 3
c. Acknowledgement 4
d. Abstract 5
e. Introduction 10
f. Research Methodology 36
g. Data Analysis & Interpretation 39
h. Conclusion 53
i. Suggestions 55
j. Bibliography 59
k. Annexure 60

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7
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 INTRODUCTION
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
Product modification,
Changes to the production process,
Packaging changes, as well as
Modifying advertising.
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.
As per Mr. J. Polonsky, Green Marketing can be defined as, "All activities
designed to generate and facilitate any exchange intended to satisfy human
needs or wants such that satisfying of these needs and wants occur with minimal
detrimental input on the national environment."
Green Marketing involves developing and promoting products and services that
satisfy customer's want and need for Quality, Performance, Affordable Pricing
and Convenience without having a detrimental input on the environment.
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.

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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
legal implications of marketing claims call for caution. Misleading or overstated
claims can lead to regulatory or civil challenges. In the USA, the Federal Trade
Commission provides some guidance on environmental marketing claims. So,
in simple terms Green marketing refers to the process of selling products
and/or services based on their environmental benefits. Such a product or
service may be environmentally friendly in itself or produced and/or packaged
in an environmentally friendly way.

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. 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 which harm the environment in how 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.

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 BIRTH OF GREEN MARKETING
The concept of green marketing has been around at least since the first Earth
Day in 1970. But the idea did not catch on until the 1980s, when rising public
interest in the environment led to a demand for more green products and
services. Manufacturers responded to public interest by labelling hundreds of
new products "environmentally friendly"—making claims that products were
biodegradable, compostable, energy efficient, or the like. 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". The
first wave of Green Marketing occurred in the 1980s. Corporate Social
Responsibility (CSR) Reports started with the ice cream seller Ben & Jerry's
where the financial report was supplemented by a greater view on the
company's environmental impact. In 1987 a document prepared by the World
Commission on Environment and Development defined sustainable
development as meeting ―the needs of the present without compromising the
ability of future generations to meet their own need‖, this became known as the
Brundtland Report and was another step towards widespread thinking on
sustainability in everyday activity.
The green marketing has evolved over a period of time. According to Peattie
(2001), the evolution of green marketing has three phases. First phase was
termed as
"Ecological" green marketing, and during this period all marketing activities
were
concerned to help environment problems and provide remedies for
environmental problems. Second phase was"Environmental " green marketing
and the focus shifted on clean technology that involved designing of innovative
new products, which take care of pollution and waste issues. Third phase
was"Sustainable" green marketing. It came into prominence in the late 1990s
and early 2000

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 NEED OF GREEN MARKETING
WHY IS GREEN MARKETING CHOSEN BY MOST MARKETERS?
Most of the companies are venturing into green marketing because of the
following
reasons:
Issues like Global warming and depletion of ozone umbrella are important for
the healthy survival. Every person rich or poor would be interested in quality
life with full of health and vigour and so would the corporate class. Financial
gain and economic profit is the main aim of any corporate business. But harm to
environment cost by sustain business across the globe is realized now though
off late. This sense is building corporate citizenship in the business class. So
green marketing by the business class is still in the selfish anthological
perspective of long term sustainable business and to please the consumer and
obtain the sanction license by the governing body. Industries in Asian countries
are catching the need of green marketing from the developed countries but still
there is a wide gap between their understanding and implementation.
Green marketing has been widely adopted by the firms worldwide and the
following are the possible reasons cited for this wide adoption. There are
basically five reasons for which a marketer should go for the adoption of green
marketing.
They are:
Opportunities or competitive advantage
Corporate social responsibilities (CSR)
Government pressure
Competitive pressure
Cost or profit issues

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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 come 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.
•The Surf Excel detergent which saves water (advertised with the message—"do
bucket
paani roz bachana").
•The energy-saving LG consumers durables are examples of green marketing.
•We also have green buildings which are efficient in their use of energy, water
and construction materials, and which reduce the impact on human health and
the environment through better design, construction, operation, maintenance
and waste disposal. In India, the green building movement, spearheaded by the
Confederation of Indian industry (CII) - Godrej Green business Center, has
gained tremendous impetus over the last few years. From 20,000 sq ft in 2003,
India's green building footprint is now over 25 million sq ft.
•Xerox introduced a "high quality" recycled photocopier paper in an attempt to
satisfy the demands of firms for less environmentally harmful products.

2)CORPORATE 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 behaviour is a competitive
advantage, the firm was established specifically to offer consumers
environmentally responsible alternatives to conventional cosmetic products.

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This philosophy is directly tied to the overall corporate culture, rather than
simply being a competitive tool.
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.

3)GOVERNMENT 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.
They are:

Reduce production of harmful goods or by-products

The ban of plastic bags in Mumbai, prohibition of smoking in public areas,
etc.

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.

4)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
behaviours and attempt to emulate this behaviour. In some instances this
competitive pressure has caused an entire industry to modify and thus reduce its
detrimental environmental behaviour. For example, it could be argued that
Xerox's "Revive 100% Recycled paper" was introduced a few years ago in an

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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.

5)COST OR PROFIT ISSUES – Reduction of harmful waste may lead to

substantial cost savings. Sometimes, many firms develop symbiotic relationship
whereby the waste generated by one company is used by another as a cost-
effective raw material. For example, the fly ash generated by thermal power
plants, which would otherwise contributed to a gigantic quantum of solid waste,
is used to manufacture fly ash bricks for construction purposes.

GREEN MARKETING MIX

Green Marketing mix consists of following:
Product Mix
Price Mix
Place Mix &
Promotion Mix

1) PRODUCT MIX:
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,

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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.
Whatever the product or service, it is vital to ensure that products meet or
exceed the quality expectation of customers and is thoroughly tested.
2) PRICE MIX:

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 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.

3) PLACE MIX:
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.
4) PROMOTION MIX:

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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.

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.

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-To reward genuine initiatives by companies to reduce adverse impact of
environmental impact of products.

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.

ECO-MARK IN INDIA:
Under the concept, products which are less harmful to the environment or have
benign impact on environment through the various stages of development-
manufacture, packaging, distribution, use and disposal or recycling may be
awarded the Eco-Mark. An earthen pot has been chosen as the logo for Eco-
Mark scheme in India. The familiar earthen pot has renewable resource like
earth, does not produce hazardous waste and consume little energy in making.
As a symbol it puts across its environmental message. Its image has the ability
to reach people and help to promote a greater awareness of the need to be kind
to the environment. The logo Eco-Mark scheme signifies that the product which
carries it does least damage to the environment.
STAKEHOLDERS IN GREEN MARKETING:
These are all the people or groups whose lives or environment are affected by
the project,
but who receive no direct benefit from it. These can include the team’s families,
people made redundant by the changes introduced, people who buy the product
and the local community.

CHALLENGES IN GREEN MARKETING

Many organizations want to turn green, as an increasing number of consumers'
want to associate themselves with environmental-friendly products. Alongside,
one also witnesses confusion among the consumers regarding the products. In

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particular, one often finds distrust regarding the credibility of green products.
Therefore, to ensure consumer confidence, marketers of green products need to
be much more transparent, and refrain from breaching any law or standards
relating to products or business practices.
There are numerous challenges in the field of green marketing. Some of the
major hurdles
are as following:
Need For Standardization:
It is found that very less percentage 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 labelling 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 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:

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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 loose its market acceptability.

Some Other Challenges Ahead In Green Marketing Are:

* Green products require renewable and recyclable material, which is costly
* Requires a technology, which requires huge investment in R & D
* Water treatment technology, which is too costly
* Majority of the people are not aware of green products and their uses
* Majority of the consumers are not willing to pay a premium for green
products.

Green Washing
In spite of its growing popularity, the green marketing movement faced serious
setbacks in the late 1980s because many industries made false claims about their
products and services. For instance, the environmental organization Corp Watch
, which issues annually a list of the top ten "green washing" companies,
included BP Amoco for advertising its "Plug in the Sun" program, in which the
company installed solar panels in two hundred gas stations, while continuing to
aggressively lobby to drill for oil in the Arctic National Welfare Refuge. Green
marketing can be a very powerful marketing strategy though when it's done
right. In a similar kind of case Chad’s green marketing campaign bombed
because he made the mistake of packaging his environmentally friendly product
in Styrofoam, emitting CFC’s.

The Green Dilemma

The past decade has shown that harnessing consumer power to effect positive
environmental change is far easier said than done. The so-called "green
consumer" movements in the country have struggled to reach critical mass and
to remain in the forefront of shoppers' minds. One of green marketing's

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challenges is the lack of standards or public consensus about what constitutes
"green". This lack of consensus -- by consumers, marketers, activists,
regulators, and influential people -- has slowed the growth of green products,
says Makeover, because companies are often reluctant to promote their green
attributes, and consumers are often skeptical about claims.
Despite these challenges, green marketing has continued to gain
adherents, particularly in light of growing global concern about climate change.
This concern has led more companies to advertise their commitment to reduce
their climate impacts, and the effect this is having on their products and
services.

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 consumers’ 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.
Companies that develop new and improved products and services with
environment
inputs in mind give themselves access to new markets,
It also increase their profit sustainability, and
Enjoy a competitive advantage over the companies which are not concerned for
the
environment.
With the proliferation of environmental stories in the press and broadcast media,
individuals (whether as a consumer or acting for a company), are more aware of

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their personal responsibility to try to make a difference. Appealing to this need
can increase response rates to marketing executions and build brand loyalty.
Green marketing is very low on the agenda of most businesses and
therefore its still an under-leveraged USP (Unique Selling Proposition).
Effective green marketing targeted at the right audience will make a difference.
As resources are limited and human wants are unlimited, it is important for the
marketers to utilize the resources efficiently without waste as well as to achieve
the organization's objective. So green marketing is inevitable.
There is growing interest among the consumers all over the world regarding
protection of environment. Worldwide evidence indicates people are concerned
about the environment and are changing their behaviour. As a result of this,
green marketing has emerged which speaks for growing market for sustainable
and socially responsible products and services.
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 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:
a) Organizations perceive environmental marketing to be an opportunity that
can be used to achieve its objectives
b) Organizations believe they have a moral obligation to be more socially
responsible
c) Governmental bodies are forcing firms to become more responsible
d) Competitors' environmental activities pressure firms to change their
environmental marketing activities

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e) Cost factors associated with waste disposal, or reductions in material usage
forces firms to modify their behavior.

GREEN MARKETING: SWOT ANALYSIS

As in formulation of green strategy, a firm may evolve it from a SWOT analysis
Environmental Audit.
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

24
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.

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.
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).
ENVIRONMENTAL AUDIT:
It is a management tool which can be used to assess the environmental
performance of the company and its units and to identify the weak points.
Environmental Audit is comprised of a systematic, documented, periodic and
objective environmental performance evaluation and facilities.
GREEN PRODUCTS: ITS CHARACTERISTICS
These products that are manufactured through green technology and that caused
no environmental hazards are called green products. Promotion of green
technology and green products is necessary for conservation of natural
resources and sustainable development. We can define green products by
following measures:
Products those are recyclable, reusable and biodegradable
Products with natural ingredients
Products containing recycled contents, non-toxic chemical
Products contents under approved chemical
Products that do not harm or pollute the environment
Products that will not be tested on animals

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 Products that have eco-friendly packaging i.e. reusable, refillable containers
etc.

COMPANIES GREEN INITIATIVE

1.ITC: GREEN CAMPAIGN
•ITC has been 'Carbon Positive' three years in a row (sequestering/storing twice
the amount of CO2 than the Company emits).
• 'Water Positive' six years in a row (creating three times more Rainwater
Harvesting
potential than ITC's net consumption).
• Close to 100% solid waste recycling.
• All Environment, Health and Safety Management Systems in ITC conform to
the best international standards.
• ITC's businesses generate livelihoods for over 5 million people.
• ITC's globally recognised e-Choupal initiative is the world's largest rural
digital infrastructure benefiting over 4 million farming families.
• ITC's Social and Farm Forestry initiative has greened over 80,000 hectares
creating an estimated 35 million person days of employment among the
disadvantaged.
• ITC's Watershed Development Initiative brings precious water to nearly
35,000 hectares of drylands and moisture-stressed areas.

2.MARUTI: GREENING THE SUPPLY CHAIN

•

The company has remained ahead of regulatory requirements in pursuit of

environment protection and energy conservation at its manufacturing facilities,
and in development of products that use fewer natural resources and are
environment friendly.
• The company credited the 'Just-in-Time' philosophy adopted and internalized
by the employees as the prime reason that helped to excel in this direction.
• The company has been promoting 3R since its inception. As a result the
company has not only been able to recycle 100% of treated waste water but also
reduced fresh water consumption. The company has implemented rain water
harvesting to recharge the aquifers. Also, recyclable packing for bought out
components is being actively promoted.
• The company has been facilitating implementation of Environment
Management System (EMS) at its suppliers' end. Regular training programs are

26
conducted for all the suppliers on EMS. Surveys are conducted to assess the
vendors who need more guidance. The systems and the environmental
performance of suppliers are audited.
• The green co-efficient of this system is much better than the conventional
system.
3.HCL’S: ENVIRONMENT MANAGEMENT & ECOSAFE POLICY

In building a system to identify, develop and sustain the maintenance of an

environment management system at corporate level we have formulated a
program that we proudly refer as HCL's ecosafe.
• The aim is to encapsulate knowledge, awareness, and key developments on all
environmental issues faced by today's world and to incorporate these in HCL's
operations assuring our commitment in delivering quality products, solutions
and services.
• The key objective under HCL ecoSafe is targeted at integrating environmental
management procedures into its business processes thereby protecting the
environment, health, and safety of all its stakeholders. HCL commits to
manufacture products that areenvironment friendly in all respects and are free
from hazardous chemicals.
• HCL ecoSafe focuses on product lifecycle management to ensure that our
products right from when they are manufactured, bought by customers,
recovered at their end- of-life and recycled after useful life are done in an
environmentally responsible manner.

GREEN MARKETING CASES

PHILIPS LIGHT'S CFL:
Philips Lighting's first shot at marketing a standalone compact fluorescent light
(CFL) bulb was Earth Light, at $15 each versus 75 cents for incandescent bulbs.
The product had difficulty climbing out of its deep green niche. The company
re-launched the product as 17 "Marathon," underscoring its new "super long
life" positioning and promise of saving $26 in energy costs over its five-year
lifetime Finally, with the U.S. EPA's Energy Star label to add credibility as well
as new sensitivity to rising utility costs and electricity shortages, sales climbed
12 percent in an otherwise flat market.
CAR SHARING SERVICES:
Car-sharing services address the longer-term solutions to consumer needs for
better fuel savings and fewer traffic tie-ups and parking nightmares, to

27
complement the environmental benefit of more open space and reduction of
greenhouse gases. They may be thought of as a "time-sharing" system for cars.
Consumers who drive less than 7,500 miles a year and do not need a car for
work can save thousands of dollars annually by joining one of the many
services springing up, including ZipCar (East Coast), Flex Car (Washington
State), and Hour Car (Twin Cities).
ELECTRONIC SECTOR:
The consumer electronics sector provides room for using green marketing to
attract new customers. One example of this is HP's promise to cut its global
energy use 20 percent by the year 2010. To accomplish this reduction below
2005 levels, The Hewlett-Packard Company announced plans to deliver energy-
efficient products and services and institute energy-efficient operating practices
in its facilities worldwide.

-INTRODUCTION OF CNG IN DELHI:

New Delhi, capital of India, was being polluted at a very fast pace until
Supreme Court of India forced a change to alternative fuels. In 2002, a directive
was issued to completely adopt CNG in all public transport systems to curb
pollution.
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.
It has promised to cut energy consumption by 20 percent by 2010.

PROCTOR & GAMBLE:

Laundry detergents are also touting energy savings. Proctor & Gamble’s (P&G)
newest market entry, Tide Coldwater, is designed to clean clothes effectively in
cold water. About 80 to 85 percent of the energy used to wash clothes from
heating water. Working with utility companies, P and G found that consumers

28
could save energy and resources by using cold rather than warm water. As
energy and resource prices continue to soar, opportunities for products offering
efficiency and savings are destined for market growth.

PRESENT TREND:GREEN MARKETING IN INDIA

Organizations Perceive Environmental Marketing To Be An Opportunity That
Can Be Used To Achieve Its Objectives:
Firms have realized that consumers prefer products that do not harm the natural
environment as also the human health. Firms marketing such green products are
preferred over the others not doing so and thus develop a competitive
advantage, simultaneously meeting their business objectives.
• Organizations Believe They Have A Moral Obligation To Be More Socially
Responsible:
This is in keeping with the philosophy of CSR which has been successfully
adopted by many business houses to improve their corporate image. Firms in
this situation can take two approaches:
Use the fact that they are environmentally responsible as a marketing tool.
Become responsible without prompting this fact.

29
Governmental Bodies Are Forcing Firms To Become More Responsible:
In most cases the government forces the firm to adopt policy which protects the
interests
of the consumers. It does so in following ways:
Reduce production of harmful goods or by –products
Modify consumer and industry’s use and /or consumption of harmful goods;
Ensure that all types of consumers have the ability to evaluate the
environmental composition of goods.

• Competitors’ Environmental Activities Pressure Firms To Change Their

Environmental Marketing Activities:
In order to get even with competitors claim to being environmentally friendly,
firms
change over to green marketing. Result is green marketing percolates entire
industry.

• Cost Factors Associated With Waste Disposal Or Reductions In Material

Usage
Forces Firms To Modify Their Behaviour:
With cost cutting becoming part of the strategy of the firms it adopts green
marketing in
relation to these activities. It may pursue these as follows:
A Firm develops a technology for reducing waste and sells it to other firms.
A waste recycling or removal industry develops.

THE FUTURE OF GREEN MARKETING

There are many lessons to be learned to be learned to avoid green marketing
myopia, the short version of all this is that effective green marketing requires
applying good marketing principles to make green products desirable for
consumers. The question that remains, however, is, what is green marketing’s
future? Business scholars have viewed it as a ―fringe‖ topic, given that
environmentalism’s acceptance of limits and conservation does not mesh well
with marketing’s traditional axioms of ―give customer what they want‖ and
―sell as much as you can‖. Evidence indicates that successful green products
have avoided green marketing myopia by following three important principles:

• CONSUMER VALUE POSITIONING:

Design environmental products to perform as well as (or better than)
alternatives.

30
 Promote and deliver the consumer desired value of environmental products
and target relevant consumer market segments.
Broaden mainstream appeal by bundling consumer desired value into
environmental products.
• CALIBRATION OF CONSUMER KNOWLEDGE:
Educate consumers with marketing messages that connect environmental
attributes with desired consumer value.
Frame environmental product attributes as ―solutions‖ for consumer needs.
Create engaging and educational internet sites about environmental products
desired consumer value.
• CREDIBILITY OF PRODUCT CLAIMS:
Employ environmental product and consumer benefit claims that are specific
and meaningful.
Procure product endorsements or eco-certifications from trustworthy third
parties and educate consumers about the meaning behind those endorsements
and eco- certifications.
Encourage consumer evangelism via consumers social and internet
communication network with compelling, interesting and entertaining
information about environmental products.
STRATEGIES FOR GREEN COMMUNICATION:
Make environmental messages consistent with the company’s existing voice
in the market place.
Empower consumers to get involved to make a difference.
Enlist cultural icons to tell the story.
Be ready to experiment publicly, even if it doesn’t always lead to success.
Price environmentally preferable products comparable to conventional ones.
Link environmental innovations to other benefits, like quality and durability.
Thanks customers for making good, green choices, and tell them how they are
making a difference.
Seek recognition from peers and activists groups and challenge competitors to
join in.
Green products shouldn’t be any different from regular ones in branding,
price, use or performance.

31
STRATEGIES TO BE IMPLEMENTED IN GREEN
MARKETING
I. PRODUCT DIFFERENTIATION
Organizations are putting continuous efforts to differentiate their products and
services using green marketing practice. In a wide range of markets including
retailing etc companies have used eco performance to differentiate and to
compete. Products with poor eco performance can become targets for new
substitution, as a result of this many organizations are coming up with greener
ideas to differentiate their products from competitors.
CONSUMER VALUE POSITIONING- organizations can design
environmental products to perform as well as provide alternatives. In addition to
this promoting and delivering the consumer desired value of environmental
products and target relevant consumer market segments can help the
organization to differentiate.
CALIBERATION OF CONSUMER KNOWLEDGE-Educates customers
with marketing messages that connect environmental product attributes with
desired consumer value.

32
II. DESIGNING BIO-DEGRADABLE PACKAGING
It is seen that promotion of green products strongly influences the consumers
buying decisions. It is one of the most important factors of product
attractiveness. Thus it has been indicated that bio-degradable packaging will
affect in a strong and moderate way respectively on their buying decisions.
As a marketing strategy the companies should modify the product packaging by
using only the recycle as well as handmade paper in packaging. Instead of being
more mechanized the companies must find creative ways reusing the waste
products which are harmful to the environment. Manufacturing companies
which are using plastic for packaging should meet certain standardization. For
example Bisleri plastic bottles or the water bottles can last only for 15 days and
after that it generates certain chemicals which are harmful and there is no
reusability of this kind of plastic. Companies should modify these kinds of
packaging styles and find out some innovative ways to recycle it.

III. PRODUCT STRATEGY

In this strategy marketers can identify customer’s environmental needs and
develop products to address this issue, produce more environmentally
responsible packages and insure that products meet or exceed the quality
expectation of customers. In addition to that marketer can charge higher price
with highlighting eco-friendliness of the products.

IV. DISTRIBUTION STRATEGY

In case of this strategy obtaining dealer support to green marketing practice is
essential. The location must differentiate from competitors and it can be
achieved by in-store promotions and displays by using recycle materials to
emphasize the environmental and other benefits.
Even though distribution has no big involvement in green marketing, few
consumers are willing to get the services from places and distribution channels
which are not cause to environmental pollution.
V. LIFE-CYCLE ANALYSIS
Brands which aspire to be sustainable must ―get their house in order‖ before
they start planning any green marketing initiatives. The best brands are
performing life cycle analysis- complex assessments which provide critical data

33
on social, environmental and economic impact of products through the supply
chain production process and after the purchase. Life cycle analysis tells a brand
just how far it needs to go before it claims to be sustainable.
VI. INCENTIVES AND STRUCTURAL FACTORS
Commercialization programs and incentives help get new technologies
introduced examples include fleet programs to cultivate strategic niche markets
and by providing financial incentives such as the advanced vehicle tax credit
proposal in case of green vehicle purchase. Consumers can be motivated by
incentives and awards to:
Curtail – Reduce the impact on the environment by modifying extant living
patterns.
Maintain – Keep equipment in good working order.
Be efficient – Undertake structural changes such as buying environmental
friendly equipment.

RESEARCH
METHODOLOGY

34
The aim of this study is to investigate immense opportunities and associated
challenges in Green Marketing. Green marketing is still in its infancy and a lot
of research is to be done on green marketing to fully explore its potential.
Marketing Green means having a vision and a plan and taking (cautious) action.
As more companies look to promote their environmentally savvy practices, it's a
good idea to pause for a moment and consider what companies are marketing
when promoting organization as green or sustainable.

RESEARCH OBJECTIVE:
• Primary Objectives:
1.To know the benefits and opportunities of green marketing strategy
2.To study the challenges in green marketing.

• Secondary Objectives:
1.To check the awareness about eco-friendly products of the peoples and
make them aware.
2.To know the strategy being a green is either helpful or not.
RESEARCH HYPOTHESIS:
A tentative insight into the natural world, a concept that is not yet verified but
that if true would explain certain facts or phenomena. The hypothesis to be
tested in this study is:
―There are sufficient opportunities for green marketing and green
products in gurgaon.‖

RESEARCH DESIGN:
Descriptive research design is used in this research. It includes survey and fact
finding inquiries of different kinds. The major purpose of descriptive research is
description of the
state of the affairs, as it exists at present.
DATA COLLECTION:
There are two sources through which data is collected.
Primary Data:Primary data has been collected mainly through structured
questionnaire.
The questions were designed in an easily understandable manner that the
respondents may
not have any difficulty in answering them.
Secondary Data:Secondary data has been obtained through websites, books,
and online magazines and journals.

35
 SAMPLING DESIGN

a. Sampling technique Simple Random Sampling

b. Sample size 100
c. Sampling area Gurgaon

LIMITATIONS OF THE STUDY:

1)As the topic of research is wide so time is the main constraint in the research.
2) Target audience is also another limitation as the people had less
awareness about green marketing.
3)Some respondents were not interested in giving answer and they appeared to
be busy and bored at the very sound question.
4)The research is confined to a certain parts only and does not necessarily show
a pattern applicable to all of Country.
5)In a rapidly changing environment, analysis on one day or in one segment can
change very quickly. The environmental changes are vital to be considered in
order to assimilate the findings.
6)Time and money are one of the major constraints of any research activity and
this is also attributed with research.

36
 FINDINGS
AND
INTERPRETATIONS

HEARD OF ANY CAMPAIGN ABOUT GREEN MARKETING

YES : 58
NO : 42

Hence from the above graph we come to know that 58% of respondents are
aware about some or other green marketing campaign carried by companies.
On the other hand 42% respondents do not know by any means. It needs a larger
attention from the marketer’s perspective.

SOURCES OF AWARENESS ABOUT GREEN MARKETING

37
Television : 6
Newspapers : 19
Friends/family : 7
magazines : 12
Internet : 14

While responding people agreed that newspaper is the major source of

information about green campaign.About 33% said they came to know about
green campaign from newspapers,24% from internet,21% from magazines, 12%
from family and friends and surprisingly only 10% from the television.

YOU BEEN PART OF SUCH CAMPAIGN

Yes : 32
No : 26

When people were asked whether they have been part of any green
campaign,55% said yes whereas 45% denied.

38
CONSIDER ENVIRONMENTAL ASPECT OF PRODUCT WHILE BUYING
Very often : 9
Often : 10
Sometimes : 16
Rarely : 14
Never : 7

Here from the above graph we see that majority 29% people sometimes give
consideration to the environmental aspects of products while buying,25%
people gives consideration rarely,18% often and 12% most often give
consideration to the environmental aspect while buying product.
The weighted mean score after calculation is +2.90 which means that in overall
people sometimes give consideration to environmental aspect while buying
product.

GREEN MARKETING AND ITS ADVERTISING IS GOOD SOURCE OF

INFORMATIONA BOUT GREEN PRODUCTS/SERVICES
Highly agree 10
Partially agree 11
Neutral 15
Partially disagree 13
Highly disagree 9

39
From the above graph 26% people neither agree nor disagree that green
marketing and its advertising are good source of information about green
products and services.22% people partially disagrees from this whereas 16 %
highly disagree and 19% are partially agreed.

GREEN MARKETING ACTIVITIES ARE GOOD AT ADRESSING

ENVIRONMENTAL ISSUES
Highly agree : 11
Partially agree : 19
Neutral : 9
Partially disagree : 9
Strongly disagree : 10

Here we come to know that 33% people partially agree that green marketing
activities are good at addressing environmental issues; 15% people are neutral,
17% people highly disagree.

40
GREEN MARKETING ACTIVITIES RESULT IN BETTER PRODUCT

Highly agree : 34
Agree : 16
Neutral : 5
Disagree : 3
highly disagree : 0

59% of people strongly agree that the green marketing activities result in better
products whereas 9% are neutral on this and 5% disagree and 27% agrees.

COMPANIES OPT FOR THIS STRATEGY

Government pressure : 8
Competitive pressure : 16
As a part of CSR : 15
immense opportunity : 19

Hence from the above graph it can be seen that 14% of people think that
companies opt green strategy because of the government pressure, 27% due to
have a competetive edge over others.26% believe that it is a part of CSR and
33% immense opportunity.

41
GREEN MARKETING STRENGTHEN COMPANY’S IMAGE IN THE
MIND OF CONSUMERS
Highly agree : 25
Agree : 28
Neutral : 3
Disagree : 2
Highly disagree : 0

Hence 48% people highly agreed that green marketing strengthen the
company’s image, 43% also agreed.5% people were neutral whereas 4%
disagree

COMPANIES THAT FOCUS ENVIRONMENT CONCERNS PERSUADE

CONSUMER TO BUY THE PRODUCT
Highly agree : 21
Agree : 17
Neutral : 11
Disagree : 5
Highly disagree : 4

42
36% highly agrees that they are easily persuaded by company’s with green
marketing initiatives,29% people agree and 14% are neutral.

GREEN STRATEGY WILL HELP GROW THE HEALTHY

ENVIRONMENT
Yes : 46
No : 12

46% people believe that the green strategy can help the environment grow in a
healthier manner whereas 12% does not believe.

HYPOTHESIS TESTING

43
 Hupothesis: There are sufficient for green marketing and green products in
gurgaon.
Variable observed expected (O-E) (O-E)2 (O-E)2/E
Ques 1 58 45 +13 169 3.76
Ques 3 32 45 -13 169 3.76
Ques 12 46 45 +1 1 0.02

∑=7.54
Hence the calculated value of χ2= 7.54
Since dergree of freedom in given problem is
(N-1)=(3-1)=2

The table value of χ2 for 2 degree of freedom at 28% level of significance is 7.834

Comparing calculated and tabulated value ofχ2, we find that calculated value is
less than the table value. The result, thus, supports the hypothesis and it can
be concluded that there are sufficient opportunities for green marketing and
green products in gurgaon.

44
 DEMOGRAPHIC PROFILE OF RESPONDENTS

AGE
UNDER 18 : 21
19-35 : 39
36-50 : 28
50 ABOVE : 12

GENDER
MALE : 74
FEMALE : 26

OCCUPATION
GOVT. : 24
PRIVATE : 19
STUDENT : 27
OTHERS : 30

ANNUAL INCOME (IN RUPEES)

LESS THAN 1.5 LAKH : 32
1.5 TO 3 LAKH : 37
3 TO 5 LAKH : 21
5 & ABOVE : 10

45
 CONCLUSION

Conclusion:
Green marketing should not neglect the economic aspect of marketing.
Marketers need to understand the implications of green marketing. Green
marketing to some extent strengthen company’s image in the mind of
respondents that is very much clear from trustworthiness of green claims and

46
certainly it do have positive image of the organization in the minds of the
respondents. It was observed that the respondents who were more proactive
with the environmental behaviour have positive attitude towards green
advertisements. It is evident that green marketing have positive impact on only
those who are already practicing it. Rest of the respondents who were passive
had very less impact on their buying behaviour.
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. We need to come out through green
myopia.

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

47
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.

Thus, we can say that there are sufficient opportunities for green marketing in
gurgaon but it may also face lot of challenges as considerable percentage of
population are not aware and also willing to know the affairs of green
marketing initiatives. We need to educate them through proper campaigns.
Green marketer must find an opportunity to enhance you product's
performance and strengthen your customer's loyalty.

48
 SUGGESTIONS

49
Suggestions:
Green marketing is still in its infancy and a lot of research is to be done on
green
marketing to fully explore its potential. There are some suggestion that an
organizations should implement for catering challenges of green marketing and
successful exploitation of green marketing. Those are:
Consumer needs to be made more aware about the merits of Green products. It
is still a new concept for the masses. The consumer needs to be educated and
made aware of the environmental threats. It should be made sure that the
consumer is aware of and concerned about the issues that your product attempts
to address. Green Marketing campaign and green advertising is good step
toward it.
Consumers must be motivated to switch brands or even pay a premium for the
greener alternative. Make sure that consumer feel that they can make a
difference. Make sure that consumer feel that they can make a difference. This

50
is called ―empowerment‖ and due to this main reason consumers will buy
greener products.

Further steps should be taken to control false promise and claim by the marketer
to maintain legitimacy and trustworthiness of green products. 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. For effective and
efficient implementation of this concept of Green Marketing the factor that
plays a major role is the Government. Unless the government creates specific
and stringent laws and utilizes its authority to implement them the concept
cannot be conceptualized. If the Consumer, the Organization and the
Government work in unison towards the common goal of minimizing the
detrimental environmental impact of their activities, then they can surely save
this environment and make this world a better place to live in.

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.

Today’s consumers are becoming more and more conscious about the
environment and are also becoming socially responsible. Therefore, more
companies should become responsible to consumers’ aspirations. Many
companies want to have an early mover advantage as they have to eventually
move towards becoming green. Green marketing is very low on the agenda of
most businesses and therefore its still an under-leveraged USP (Unique Selling
Proposition). Therefore, effective green marketing targeted at the right audience
will make a difference

51
 BIBLIOGRAPHY .

52
BOOKS:
I. Kothari C.R. (2004), ―Research Methodology Methods and Techniques‖, N.
Delhi, New Age International Publication
ii. Green, Paul, Tull (2002) ―Research for Marketing Decisions‖, N. Delhi,
Prentice-Hall of India
iii. Sharma D.D. (2008), ―Marketing Research: Principle Application & Cases‖
N. Delhi, Sultan Chand & Sons
iv. Kotler P. (1999), ―Marketing Management‖, N. Delhi, Prentice-Hall of India.
v. Rajagpalan R. (2003), ―Environment Studies‖, N. Delhi, Himalayan
Publishing
House.
vi. Certo, S.C. (1997), Modern Management, Englewood Cliffs, Prentice-Hall

WEBSITES:
a. http://www.businessworld.in
b. http://www.outlookindia.com
c. http://en.wikipedia.org
d. http://www.business-standard.com
e. http://www.encyclopedia.com

53
 ANNEXURE

54
Hello sir/madam,

I Ravinder Khatri, here to conduct a research on the topic “ oppurtunities &

challenges for green marketing for corporates ”.

Please give your honest opinion and this information collected will be purely
confidential and will not be shared for any purpose other than research.

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

a) Yes
b) No

2.If yes from which source of media?

a) television
b) newspaper
c) friends/family
d) magazines
e) internet

3.Have you been part of any such campaign?

a) yes
b) no

4. Do you consider the environmental aspect of product before buying them?

a) very often
b) often
c) sometimes
d) rarely
e) never

5. Do you think green marketing and its advertising are good sources of
information about green products and services?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree

6.Do you agree that green marketing activities are good at addressing
environmental issues?

55
 a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree

7. Do you think green marketing activities result in better products?

a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree

8.Why do companies opt for this strategy?

a) govt. Pressure
b) comp. Pressure
c) as a part of CSR
d) immense opportunity

9. Do you think that green marketing strengthen company’s image in the

mind of consumers?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree

10. Do you think that companies that focus on environmental concerns

persuade consumers to buy products?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree

11. Do you think this strategy will help to grow healthy environment?
a) yes
b) no

PERSONL PROFILE
NAME:
AGE: GENDER:
OCCUPATION:
POSTAL ADDRESS:

56
 Thank you!!!!!

57