Market Research On Consumer Behaviour

Towards Green Marketing

INTRODUCTION
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
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.
The 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 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 yearmany 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 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:
1. Organizations perceive environmental marketing to be an opportunity that can be used to
achieve its objectives.
2. Organizations believe they have a moral obligation to be more socially responsible.
3. Governmental bodies are forcing firms to become more responsible.
4. Competitors' environmental activities pressure firms to change their environmental
marketing activities.
5. Cost factors associated with waste disposal, or reductions in material usage forces firms
to modify their behavior.
Goals of Green Marketing
1. Eliminate the concept of waste.
2. Reinvent the concept of product.
3. Make prices reflect actual and
environmental costs.
4. Make environmentalism profitable.
5. Bringing out product modifications.
6. Changing in production processes.
7. Packaging changes.
8. Modifying advertising.

Benefits of Green Marketing
Todays 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:
1. It ensures sustained long term growth along with profitability.
2. It saves money in the long run, though initially the cost is more.
3. 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.
4. Most of the employees also feel proud and responsible to be working for an
environmentally responsible company.



GREEN MARKETING: A CORPORATE INITIATIVE
It is important in todays world because mankind has limited resources on the
earth and if we want long term sustainability of human life on this earths 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
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. Sonys 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-Indias 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.
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 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
IDEAs 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.
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.











ANALYSIS AND
INTERPRETATIONS
Graph showing the gender of the respondents

INTERPRETATION
67% of the respondents to the questionnaire were males and the rest were females.

Male lemale
Cender 67 33
0
10
20
30
40
30
60
70
80
Graph showing the age group of the respondents

INTERPRETATION
84% of the respondents to the questionnaire were of the age group 20-25, 12% belonged to the
age group 15-20 and the rest few belonged to the other age groups mentioned in the
questionnaire.

13-20 20-23 23-30 30-33 33-40
Age Croup 12 84 1 1 2
12
84
1 1
2
0
10
20
30
40
30
60
70
80
90
Age Croup
Graph showing the educational level of the respondents

INTERPRETATION
53% of the respondents are educated at a Post-graduation level, 42% at graduation level and the
rest has secondary education.

Secondary Lducauon Craduauon Level osL-graduauon Level
Lducauonal Level 3 42 33
0
10
20
30
40
30
60
Graph showing the awareness about the term Green Marketing

INTERPRETATION
91% of the respondents are aware about the term green marketing and the rest are not.

?es no
Are you aware abouL Lhe Lerm
Creen Markeung ?
91 9
0
10
20
30
40
30
60
70
80
90
100
Graph Showing how respondent became aware of green products or eco-
friendly products

INTERPRETATION
38% of the respondents became aware about green products through television, 27% through
Internet, 18% through magazines, 12% through newspapers and the rest through other sources.

1elevlslon Magazlnes
newspaper
s
lnLerneL CLhers
Pow you became aware of
green producLs or eco-frlendly
producLs ?
38 18 12 27 6
0
3
10
13
20
23
30
33
40
Graph showing whether respondents have heard of any campaign related to
green marketing

INTERPRETATION
73% of the respondents have heard about green marketing campaigns and the rest have not.

?es no
Pave you heard of any
campalgn relaLed Lo green
markeung ?
73 27
0
10
20
30
40
30
60
70
80
Graph showing whether the respondents have been part of any such campaign

INTERPRETATION
86% of the respondents have not been part of any green marketing campaigns and the rest have
been.

?es no
Pave you been parL of any such
campalgn ?
14 86
0
10
20
30
40
30
60
70
80
90
100
Graph showing whether respondent consider the environmental aspects of the
products before buying them

INTERPRETATION
62% of the respondents sometimes consider the environmental aspects of the products before
buying them, 30% do consider and 8% do not.

?es no Someumes
uo you conslder Lhe
envlronmenLal aspecLs of Lhe
producLs before buylng Lhem ?
30 8 62
0
10
20
30
40
30
60
70
Graph showing if the respondents think green marketing activities are good
at addressing environmental issues

INTERPRETATION
96% of the respondents think that green marketing activities are good at addressing
environmental issues and the rest do not.

?es no
uo you Lhlnk LhaL green
markeung acuvlues are good aL
addresslng envlronmenLal
lssues ?
96 4
0
20
40
60
80
100
120
Graph showing if respondents think green marketing activities results in
better products

INTERPRETATION
88% of the respondents believe that green marketing activities results in better products and the
rest do not.

?es no
uo you Lhlnk LhaL green
markeung acuvlues resulLs ln
beuer producLs ?
88 12
0
10
20
30
40
30
60
70
80
90
100
Graph showing if green marketing strengthen a company's image in the mind
of consumers

INTERPRETATION
94% of the respondents think that green marketing can strengthen a companys image in the
mind of consumers and the rest do not.

?es no
uo you Lhlnk LhaL green
markeung sLrengLhen a
company's lmage ln Lhe mlnd of
consumers ?
94 6
0
10
20
30
40
30
60
70
80
90
100
Graph showing if respondent think companies that focus on environmental
concerns persuade consumers to buy products

INTERPRETATION
68% of the respondents think that companies that focus on environmental concerns persuade
consumers to buy products and the rest do not.

?es no
uo you Lhlnk LhaL companles
LhaL focus on envlrolnmenLal
concerns persuade consumers
Lo buy producLs ?
68 32
0
10
20
30
40
30
60
70
80
Graph showing if respondent fell by implementing green marketing strategy
the companies are able to gain competitive advantage over others

INTERPRETATION
17% of the respondents strongly agree, 59% agree, 22% neither agree nor disagree and 1% each
disagree and strongly disagree that by implementing green marketing strategy the companies are
able to gain competitive advantage over others.

SLrongly
Agree
Agree neuLral ulsagree
SLrongly
ulsagree
l Lhlnk LhaL by lmplemenung
green markeung sLraLegy Lhe
companles are able Lo galn
compeuuve advanLage over
oLhers !
17 39 22 1 1
0
10
20
30
40
30
60
70
Graph showing if respondent think at times companies are trying to cheat
customers in the name of green products

INTERPRETATION
66% of the respondents think that companies are trying to cheat customers in the name of green
products and the rest do not.

?es no
uo you Lhlnk LhaL aL umes
companles are Lrylng Lo cheaL
cusLomers ln Lhe name of green
producLs ?
66 34
0
10
20
30
40
30
60
70
Graph showing if green features increases the price of the product, are they
willing to pay more.

INTERPRETATION
9% of the respondents are willing to pay more for increased green features, 18% are not willing
and 73% are willing to pay more to a certain extend.

?es no 1o a cerLaln exLend
lf green feaLures lncreases Lhe
prlce of Lhe producL, are you
wllllng Lo pay more ?
9 18 73
0
10
20
30
40
30
60
70
80
Graph showing the main reason that makes you not willing to pay more for
the green products

INTERPRETATION
14% of the respondents consider environmental issues are gimmick for commercial, 37%
consider producers only claim of providing green products, 34% consider that green product cost
is too high and 14% cannot see the benefit of those features and so they are unwilling to pay
more for green products.

CannoL see
Lhe beneL of
Lhose feaLures
roducL cosL ls
Loo hlgh,
cannoL aord
Lhem
roducers
only clalm,
acLually lL ls
noL
LnvlronmenLal
lssues are
glmmlck for
commerclal
only
WhaL ls Lhe maln reason LhaL
makes you noL wllllng Lo pay
more for Lhe green producLs ?
14 34 37 14
14
34
37
14
0
3
10
13
20
23
30
33
40
Graph showing whether there is enough information about green features
when you buy the product?

INTERPRETATION
40% of the respondents think that there is enough information about green features when they
buy the product and the rest 60% do not think so.

?es no
uo you Lhlnk wheLher Lhere ls
enough lnformauon abouL
green feaLures when you buy
Lhe producL?
40 60
0
10
20
30
40
30
60
70
Graph showing the main reason that make the respondents to pay more for
the green products

INTERPRETATION
9% of the respondents are of the opinion that they get high level of satisfaction when they buy
green products and so they are willing to pay more. 5% believe that green products have
potential increase of product value, 73% are concerned about environmental protection
responsibility and 13% want to enhance their quality of life and hence they are willing to pay
more for the green products.

Lnhance Lhe
quallLy of llfe
LnvlromenLal
proLecuon
responslblllLy
oLenual
lncrease of
producL value
Cemng hlgh
level of
sausfacuon
WhaL ls Lhe maln reason LhaL
makes you wllllng Lo pay more
for Lhe green producLs ?
13 73 3 9
13
73
3
9
0
10
20
30
40
30
60
70
80
Graph showing which marketing element strongly influences their buying
behaviour of green products

INTERPRETATION
29% of the respondents are influenced by product characteristics, 11% are influenced by
package, 12% by promotion and 48% are influenced by all the factors mentioned in the
questionnaire in buying green products.

roducL ackage lace romouon
All of Lhe
above
Whlch markeung elemenL
sLrongly lnuences your buylng
behavlour of green producLs ?
29 11 0 12 48
0
10
20
30
40
30
60
Graph showing according to respondent which company in India concentrates
the highest in green marketing

INTERPRETATION
21% of the respondents consider WIPRO, 35% considers ITC, 15% considers Videocon, 16%
considers TATA and 13% considers other companies like Nokia, HCL, Reliance etcas a
company which concentrates in green marketing.

Wl8C l1C vldeocon 1A1A CLhers
Accordlng Lo you whlch
company ln lndla concenLraLes
Lhe hlghesL ln green
markeung ?
21 33 13 16 13
0
3
10
13
20
23
30
33
40











FINDINGS, SUGGESTIONS AND
CONCLUSIONS


Important Drawings And Findings
Most of the respondents belong to the age group 20-25, which shows that the survey is
mostly responded by youth and so the needs are demanded by the future icons of the
country.
Most people are aware about the term Green Marketing.
Many have heard about green marketing related campaigns but a very few have actually
participated in such campaigns.
More than half of the respondents consider environmental aspects of the products before
buying them.
Almost all the respondents think that Green marketing activities are good at addressing
environmental issues, which means they are effective and they are getting an identity.
A good part of respondents think that green marketing activities results in better products.
This shows that the market is actually waiting for many more new green products.
Almost all the respondents think that green marketing strengthens a companys image in
the mind of consumers which shows that the companies can have a better brand image
through green marketing.
More than half of the respondents think that by implementing green marketing strategy
the companies are able to gain competitive advantage over others.
Many people think that at times companies are trying to cheat them in the name of green
products.
People to a certain extend are willing to pay more for green featured products, but some
of them are unwilling to pay since they doubt the green quality of the customer products
and the since the cost cannot be afforded by them.
About half of the respondents say that product, package, place and promotion influence
their buying behavior of green products.
ITC is considered to be the company in India which concentrates the highest in green
marketing, followed by WIPRO.

Suggestions
The first factor what companies which are going green has to take care about is to give
themselves an assurance to the customers and be a trustworthy brand
More information about green marketing and green products has to spread among the
market; this can help in improving the demand for green products.
Companies should start make strategies to produce and provide green products at lower
prices which can help in the improved consumption of them.
Spread green awareness through campaigns at national as well as state levels and also by
conducting seminars in educational institutions.

Conclusion
The survey conducted reveals that the public is actually aware about the term green marketing. It
also makes clear that the consumers are willing to consume green products, but due to certain
factors like product cost and trustworthiness they are hesitating to go for them. If the companies
give much more emphasis on spreading awareness and gaining the minds of people with regard
to brand image, then they can bring a new revolution of green products which will be welcomed
by the market. Researches can help the companies to develop green products can enable them to
provide them at lower price. This will lead to more and more consumption of green products and
thus the companies and its consumers together can make out a new India, a Green India.











APPENDIX
Questionnaire
I am a student of Amity Business School, Noida currently pursuing MBA in Marketing and
Sales. As a part of curriculum, I am doing a survey on Green Marketing. Kindly co-operate and
respond sincerely to each question. All the information will be kept confidential and will be used
only for academic purpose.
1) Name of the Respondent: ___________________________________
2) Gender
Male Female
3) Age Group
15-20
20-25
25-30
30-35
35-40
4) Educational Level
Secondary Education
Graduation Level
Post-graduation Level
5) Are you aware about the term Green Marketing?
Yes No
6) How you became aware of green products or Eco-friendly products?
Television
Magazines
Newspapers
Internet
Others:______________
7) Have you heard of any campaign related to Green Marketing?
Yes No
8) Have you been part of any such campaign?
Yes No
9) Do you consider the environmental aspects of the products before buying them?
Yes
No
Sometimes
10) Do you think that Green Marketing activities are good at addressing environmental
issues?
Yes No
11) Do you think Green Marketing activities results in better products?
Yes No
12) Do you think that Green Marketing strengthen companys image in the mind of
consumers?
Yes No
13) Do you think that companies that focus on environmental concerns persuade consumers
to buy products?
Yes No
14) I think that by implementing green marketing strategy the companies are able to gain
competitive advantage over others!
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
15) Do you think that at times companies are trying to cheat customers in the name of green
products?
Yes No
16) If green features increase the price of the product, are you willing to pay more?
Yes
No
To a certain extend
17) What is the main reason that makes you not willing to pay more for the green products?
Cannot see the benefit of those features
Product cost is too high, cannot afford them
Producers only claim, actually it is not
Environmental issues are gimmick for commercial only
18) Do you think there is enough information about green features when you buy the
product?
Yes No

19) What is the main reason that makes you willing to pay more for the green products?
Enhance the quality of life
Environmental protection responsibility
Potential increase of product value
Getting high level of satisfaction
20) Which marketing element strongly influences your buying behavior of green products?
Product
Package
Place
Promotion
All of the above
21) According to you, which company in India concentrates the highest in Green Marketing?
WIPRO
ITC
NOKIA
TATA
HCL
Other:_______________

BIBLIOGRAPHY

WEBSITES

http://en.wikipedia.org/wiki/Green_marketing dated February 2013.
http://www.inc.com/encyclopedia/green-marketing.html dated January 2013.
http://www.scribd.com/doc/6988139/Green-Marketing dated September 2011.
http://www.google.com/greenmarketing