Marketing Project On Eco Friendly Product j376b

CONSUMER PREFERENCES FOR ECO-FRIENDLY PRODUCTS Eco-friendly Product Preferences

A Comprehensive Project On

“CONSUMER PREFERNCES FOR ECO-FRIENDLY PRODUCTS”

Fifth Year M.B.A (MARKETING) Year: 2015-16 Submitted By: ROLL NO

NAME

5190

JATIN KUNTAR

5205

NIRAJ PANDEY

K.S School of Business Management Gujarat University Navrangpura, Ahmedabad.

K.S.SCHOOL OF BUSINESS MANAGEMENT

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Contents ACKNOWLEDGEMENT ................................................................................................................................. 7 DECLARATION ................................................................................................................................................ 8 EXECUTIVE SUMMARY ................................................................................................................................ 9 1. Introduction .............................................................................................................................................. 11 1.1 Background ....................................................................................................................................... 11 1.2 Problem discussion ........................................................................................................................ 12 1.3 Research gap ..................................................................................................................................... 13 1.4 Thesis outline ................................................................................................................................... 14 1.5 Definition & Meaning: Green Marketing ................................................................................ 15 1.6 Importance of Green Marketing ................................................................................................ 16 1.7 Challenges in Green Marketing .................................................................................................. 16 1.7.1 Need For Standardization:.................................................................................................. 16 1.7.2 New Concept: ........................................................................................................................... 17 1.7.3 Patience and Perseverance: ............................................................................................... 17 1.7.4 Avoiding Green Myopia: ...................................................................................................... 17 1.7.5 Some Other Challenges Ahead In Green Marketing Are: ........................................ 17 1.8 What drives Environmentally Conscious Consumer Behaviour? ................................. 18 1.9 Green Buyer and Green Consumers ......................................................................................... 19 1.9.1 SEGMENTATION OF GREEN CONSUMERS ................................................................... 19 2. Green Industry Analysis ....................................................................................................................... 20 2.1 Origin of green marketing industry ......................................................................................... 20 2.2 CURRENT SCENARIO-INDIA ....................................................................................................... 21 2.3 SWOT ANALYSIS .............................................................................................................................. 23 2.3.1 Strengths: .................................................................................................................................. 23 2.3.2 Weakness: ................................................................................................................................. 23 2.3.3 Opportunities: ......................................................................................................................... 24 2.3.4 Threats: ...................................................................................................................................... 24 2.4 GREEN MARKETING MIXES: ....................................................................................................... 25 2.4.1 Product:...................................................................................................................................... 25 2.4.2 Price: ........................................................................................................................................... 25 2.4.3 Place: ........................................................................................................................................... 26


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2.4.4 Promotion: ................................................................................................................................ 26 2.4.5 People: ........................................................................................................................................ 27 2.4.6 Process: ...................................................................................................................................... 27 2.4.7 Physical evidence: .................................................................................................................. 27 2.5 Porter’s five force model .............................................................................................................. 28 2.5.1 Threat of new Entrants ........................................................................................................ 28 2.5.2 Threat of Substitutes ............................................................................................................ 29 2.5.3 Bargaining Power of Buyers .............................................................................................. 29 2.5.4 Bargaining Power of Suppliers ......................................................................................... 30 2.5.5 Competitive Rivalry .............................................................................................................. 30 2.6 Government policy ......................................................................................................................... 31 2.6.1 The Indian Ecomark Scheme ............................................................................................. 31 2.6.2 Energy Efficiency Labelling Scheme in India............................................................... 32 2.6.3 National Programme for Organic Production (NPOP) ............................................ 33 2.7 THE INDIAN LEGAL SCENARIO ................................................................................................. 34 2.8 Role of technology .......................................................................................................................... 35 3. Literature review..................................................................................................................................... 36 3.1 INITIATIVE TAKEN BY BUSINESS ORGANIZATION TOWARDS GREEN MARKETING: ............................................................................................................................................ 40 4. Research Methodology .......................................................................................................................... 41 4.1 Objectives: - ....................................................................................................................................... 41 4.2 Methodology: - ................................................................................................................................. 41 4.3 Research Approach: -..................................................................................................................... 42 4.4 RESEARCH DESIGN ........................................................................................................................ 42 4.4.1 Sampling techniques: - ......................................................................................................... 42 4.4.2 Sample size: - ........................................................................................................................... 42 4.4.3 Data Analysis: -........................................................................................................................ 42 Part-A Descriptive Statistics............................................................................................................... 44 Part –B Inferential Statistics .............................................................................................................. 69 5. RECOMMENDATION: ............................................................................................................................. 79 6. CONCLUSION ............................................................................................................................................. 80 7. REFERENCES............................................................................................................................................. 81


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8. Bibliography .............................................................................................................................................. 81


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ACKNOWLEDGEMENT This study even internal part of our MBA program and to do this project in a short period was a heavy task. Intention, dedication, concentration and hard work are very much essential to complete any task. But still it needs lot of , guidance assistance, co-operation of people to make it successful. We bear to imprint of our people who have given us their precious ideas and times to enable us to complete the research and the project report. We want to thank them for their continuous at our research and writing efforts. First of all we would like to thank Prof. Ingita Jain, faculty member of K.S.School of Business Management, Gujarat University, for giving us an opportunity to write Our Dissertation report under her guidance and supervision and for all the help and which led us to complete the project. We would like to express our heartfelt gratitude toward Mr. Rajan Patel the Founder and Director of the Greenobazaar, Ahmedabad, who gave us permission to do our Grand Project in Greenobazaar and ed us in acquiring practical knowledge throughout guiding us in our project. We also thanks to the entire Respondent interviewed for their kind co-operation and Last but not least, we would like thank all the persons who have helped us directly or indirectly in completing our project successfully.

With Regards, Jatin Kuntar Niraj Pandey


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DECLARATION We, Kuntar Jatinkumar M. and Pandey Niraj V. are student of Masters of Business

and

istration

(MBA)

of

K.S.School

of

Business

Management (KSSBM), hereby declare that we have successfully completed this project on “Consumer Preferences for Eco-friendly

Products” as a part of our ‘Grand Project’. The information incorporated in this project is true and original to the best of my knowledge.

Date:


Signature

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EXECUTIVE SUMMARY 1. Student Name:

1. Kuntar Jatinkumar M. 2. Pandey Niraj V.

2. Organization:

Suddha Jivan Retail Pvt. Ltd. (GreenObazaar)

3. Reporting Officers:

Mr. Rajan Patel

4. Project Title:

“Consumer

(Founder & CEO)

Preferences for Eco-

Friendly Products” OBJECTIVE:  To understand the level of awareness regarding eco-friendly products among consumers.  To understand the buying behavior of consumers related to green products.  To understand reasons for not using Eco-friendly Products.

METHODOLOGY:  The area of work was important areas of Ahmedabad & outside Ahmedabad for Eco-friendly products. We had to depend mainly on primary data so as to have to a firsthand knowledge of the prevailing market position of Eco-friendly products. Thus, our actual study was conducted in various stages. First we talked informally on various aspects with our guiding officers. Next we prepared our questionnaires based on the priors’ discussions having questionnaires for established & unexplored markets.  Final questionnaire was prepared after various modifications to the previous questionnaire. Both open ended & close ended questions were used.


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MAJOR FINDINGS:  Consumers are not aware about Eco-friendly products.  Prices of Eco-friendly products are much higher.  Consumers are mostly buying Eco-friendly Products from super market and Online.  Private brand have been able to enter the market only on the basis of their high margin.  Consumers are not using eco-friendly products because of relatively expensive and lack of availability.

LIMITATIONS:  The time duration of two months was short for the completion of all activities.  The data and information related with the topic was not easily available.  It was difficult to know whether the respondents are truly given the exact information.


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1. Introduction The objective of this introduction is to present a general background about Eco-friendly products and the reasons which encouraged us to study this topic and our research questions are also outlined.

1.1 Background « We need things consumed, burned up, worn out, replaced, and discarded at an ever increasing rate » is a Victor Lebow’s quotation (an American retail analyst from 1948) cited in The Green Marketing Manifesto (Grant, 2007, p. x (10)). This sentence is no longer at issue… …since about thirty years, environmental concerns such as the global warming and the resource exhaustion have been important issues. Indeed, according to the OECD, in 2050, the world energy demand will be 80% higher than actually, leading to a 50% rise of greenhouse gases emissions. Due to this realization consumers and companies have started to change their habits. A large-scale quantitative survey made in May 2007 by Vizu Study, showed that 74% of the American thought that global warming is important and more than the half of them (51.9%) think that is extremely important (Grant, 2007, p. 41). Another study about the European attitudes towards sustainable consumption (based on a sample of 26,500 respondents) made in April 2009 demonstrated that more than 80% of European citizens thought that “a product’s impact on the environment is an important element when deciding which products to buy” (Flash Eurobarometer 256 – The Gallup Organisation, 2009). Green marketing has rose attention due to the environmental deterioration and it becomes a global problem (Kumar, 2011, p. 59). Nowadays, the American Marketing Association (AMA) divides the definition of green marketing in three aspects (marketingpower.com): as “the marketing of products that are presumed to be environmentally safe” (retailing definition) as “the development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality” (social marketing definition) and finally as “the efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns” (environments definition). Companies have using green marketing for many reasons such as green policies are profit-making; the business world is more and more implicated in the social responsibilities. Furthermore consumers have been changing of attitudes and due to the


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government and the competitive pressures it is essential for firms to consider the “green” adjective to marketing strategies (Ghosh, 2010, p.83). An eco-friendly product is supposed to reduce the impact of its consumption on the environment thanks to the use of making-processes, components and recycling techniques which are less harm for the natural environment than those of conventional products (nationalgeographic.com). According to a survey made by the Gallup organization in 2009, around one of fifth of European interviewees think that the action which has the greatest impact on solving environmental problems was “to buy products produced by eco-friendly production” just after “minimizing waste and recycling” action (Flash Eurobarometer 256 – The Gallup Organisation, 2009, p. 7).

1.2 Problem discussion The deterioration of the environment led to the adoption and the development of consciousness of consumers’ attitude towards eco-friendly products in order to preserve the planet (Luck et al., 2009, p. 2). They therefore, deem it expedient to take measures towards protecting the environment which has become their personal attitude towards eco-friendly foods (Solomon, 2010, p. 209). Consumers patronize the products and their aims are to make sure the contribution is ing sustainable environment and contribution the guiding of the climate change (Hartmann & ApaolazaIbáñez, 2006, p. 676). However, it has become global struggling to achieve the purpose of the environmental protection so companies are using various means to persuade the consumers’ segments who are environmentally conscious to change their attitudes from the conventional products towards green products and also satisfy their needs (Kumar, 2011, p. 59). There are many studies about the consumer behavior concerning the environment but most of them are concentrated on one or two marketing-mix elements and they do not make a link with the factors that companies use to make consumers buy green products and their attitudes towards these products. Furthermore, previous findings concerning consumers’ attitudes towards eco-friendly products are conflicting e.g. some studies found that consumers think conventional products have high quality compared to ecofriendly ones but in other studies results show the opposite (Vernekar and Wadhwa, 2011, p.67). In some studies we can find that consumers are willing to pay more for green products and in other studies it is not the case or the extra price has to be low (De Pelsmacker et al., 2009; Pirani and Secondi, 2011; Purohit, 2011; Vernekar et al., 2011). These finding led us to make up our own opinion about this subject: consumers’ attitudes toward green products and purchase behavior. Indeed the aim of this study is to examine factors which influence the purchase of eco-friendly products in a broad


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way, in order to demonstrate what factors used by companies from the marketing-mix elements (the product, the price, the place and the promotion) have an influence on green purchase behaviors and if some are more important than others. Furthermore others factors which do not depend of the companies but more of the consumer point of view will be examined.

1.3 Research gap Many literatures and surveys which examine the consumer behavior cover on different subjects and disciplines and determine the factors influencing the green marketing attitudes towards purchase of the products. For example the impact of price consciousness, the quality consciousness, the environmental consciousness and the brand loyalty have been studied in a survey made in New-Zealand (Gan et al., 2008, p. 96). But this survey did not take into other factors such as the promotion of the eco-friendly products or the influence in the purchase decision. Finally, this survey is only focused on the New-Zealand population. Another recent survey made on a sample composed of more than 1,000 American people in February 2012 reveals that only 44% of the respondents trust the environmental claim of firms and 42% of the respondents are discouraged to buy environmental products because they think that the price is superior to that of conventional products (Cone Green Gap Trend Tracker, 2012, p. 1). The purpose of the thesis is to provide an overview of the green marketing related issues and models for the attitude of the consumers towards eco-friendly products. Some approaches tried to suggest the consumer behavior on green marketing could be explained by investigating consumers’ attitudes towards their purchasing behavior (Solomon et al. 2010, p.208-209). Solomon at al. (2010, p. 208) investigated the consumerism on the “lifestyles of health and sustainability” (LOHAS) on the green consumers impact on the consumer and business market. This is a new segment of the market in which researchers are having a keen interest to cover the areas of their attitude towards environment which lead to their purchasing behavior. Our purpose is to look into the green marketing in the view of the consumers’ attitudes towards purchase of green products. Therefore we will analyze the four marketing mix elements and how they influence the attitudes of the consumers to make purchases of the ecofriendly products. This research could have significant and vital impact on the readers as far as the role of consumer plays in the green marketing on the research and the safeguarding of the earth from depletion resources. Further, it could reveal which marketing strategies that companies should adopt to understand better consumers’ needs in term of green products.


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1.4 Thesis outline Our research process is composed of six parts. The introduction provides to the reader a background about the topic and our research problem. The literature review will present the secondary data such as articles from scientific journals, books and an overview of the theoretical framework that outline the theories and literature relevant to this study. The next chapter will cover the methodology; where research approach, design and data collection will be presented. Then empirical findings of the quantitative study will be submitted, thus the analysis and the discussion of the research study. Finally conclusion and further researches and recommendations will be outlined.

Introduction

Literature Review

Methodology

Data findings & analysis

Discussion

Conclusion & Further Researches


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1.5 Definition & Meaning: Green Marketing 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.  

So, in simple 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. Green 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.

Humanitaria n

Ecological Politica l

Corporate

Social

Equality

Responsibili GREEN Sustainabilit y

New Consumeris m

Fair Trade

Conservation NonProfit

The many meanings of green K.S.SCHOOL OF BUSINESS MANAGEMENT

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1.6 Importance of Green Marketing Human Beings have 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:

    

 

 

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 behaviour. 

1.7 Challenges in Green Marketing 1.7.1 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.


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1.7.2 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.

1.7.3 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.

1.7.4 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 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 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.

1.7.5 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 for green products.


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1.8 What drives Environmentally Conscious Consumer Behaviour? It has been proved through research across a wide range of academic disciplines including economics, psychology and sociology, that there are many different motivations and influences that drive consumer behaviour. For every individual, the ultimate purchasing decisions and rationale to reinforce what is environmentally “correct” will vary. While individuals have deferring levels of need, values and knowledge related to various resources and their uses, no single answer on ‘what is better” will satisfy the value and beliefs of all people. Purchasing habits fluctuate over time with every generation, but because of increased access to new technology and uncertainty due to world events and insecure futures, the consumer trends of generations have changed. In order for businesses to appeal to these Environmentally Conscious Consumers, it is important to understand  

 Who are environmentally conscious consumers?   What are the factors influencing their purchasing decisions and behaviour.   What are the buying habits and how they have changed? 

The proposed framework presents Environmentally Consciousness Consumer Behaviour (ECCB) as a process involving consumer environment, constructs, mediators and outcomes. The underlying influencers of ECCB are complex and different approaches to consumer motivation for them in various ways.


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1.9 Green Buyer 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.

1.9.1 SEGMENTATION OF GREEN CONSUMERS  

 

 True-Blue Greens- The most environmentally active segment of the society.   Greenback Greens- Those most willing to pay the highest for green products. 

 Spouts- Fence-sitters who have embraced environmentalism more slowly.   Gros- 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.




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2. Green Industry Analysis 2.1 Origin of green marketing industry The term Green Marketing came into prominence in the late 1980s and early 1990s. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing". The 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. Two tangible milestones for wave 1 of green marketing came in the form of published books, both of which were called Green Marketing. They were by Ken Peattie (1992) in the United Kingdom and by Jacquelyn Ottman (1993) in the United States of America. According to Jacquelyn Ottman, (author of "The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding" (Greenleaf Publishing and Berrett-Koehler Publishers, February 2011)) from an organizational standpoint, environmental considerations should be integrated into all aspects of marketing — new product development and communications and all points in between. The holistic nature of green also suggests that besides suppliers and retailers new stakeholders be enlisted, including educators, of the community, regulators, and NGOs. Environmental issues should be balanced with primary customer needs. 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 U.S. and other countries have struggled to reach critical mass and to remain in the forefront of shoppers' minds. While public opinion polls taken since the late 1980s have shown consistently that a significant percentage of consumers in the U.S. and elsewhere profess a strong willingness to favor environmentally conscious products and companies, consumers' efforts to do so in real life have remained sketchy at best. One of green marketing's challenges is the lack of standards or public consensus about what constitutes "green," according to Joel Makower, a writer on green marketing. In essence, there is no definition of "how good is good enough" when it comes to a product or company making green marketing claims. This lack of consensus—by consumers, marketers, activists, regulators, and influential people—has


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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 their commitment to reduce their climate impacts, and the effect this is having on their products and services.

2.2 CURRENT SCENARIO-INDIA Many analysts are predicting that 2015 will be a make-or-break-it year for many green businesses as increasing competition in the green sector drives some businesses to new heights of innovation and service while other businesses lag behind. Trends may come and go, and of course, it is impossible for any green business to stay on top of all of them, nor is it worthwhile to try. However, keeping track of green business trends is a great way to ensure that your business stays fresh, flexible, and creative in the face of new challenges and opportunities, the surest way to green business success in 2015 and beyond.

Consumers – As per research, India is the only country to choose deforestation and air pollution as the most important green issue. India is the only country in which more consumers say it should be developing countries that should focus on green innovation versus developed countries. The results of the recently released 2011 edition of the Global Image Power green Brands Survey show that concern about the environment by the consumers, is translating into a willingness to pay for a for green products.

64% of Indian consumers indicate that they plan to spend more on green products next year. Furthermore consistent with emerging countries, Indians are willing to pay a green price, with 48% of Indians willing to spend 10% more on a product simply because it is green. Consumers in India are trusting of green advertising compared to other countries, with 86% of Indian consumers reporting that advertising about green products help them in making choices. In India 28% of consumers intend to purchase auto in the next year as compared to purchase of 16% in last year.


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Producers – AMUL has been rated as the Top Indian Green Brand by Global Green Brands survey. The International Dairy federation has also awarded AMUL Green movement as the best Environment Initiative in the Sustainability Category in 2010.It also has been awarded Srishti‖s good green Governance award for four consecutive years since 2011.

The 2015, top 10 Green Brands in India are: 1. Wipro technologies ltd. 2 Suzlon India 3. ITC ltd 4. HCL Technology 5. TATA Consultancy service 6. ONGC 7. Idea cellular 8. Indusind bank 9. Tamil Nadu Newsprint and Papers Limited (TNPL) 10. TATA Metaliks ltd.

The findings emphasize that today situation being both green and consumer friendly is the only mantra for long term success.


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2.3 SWOT ANALYSIS 2.3.1 Strengths:  Green Marketing builds brand equity and wins brand loyalty among customers.  Marketers can charge a on products that are seen as more ecoresponsible.  Marketers get access to new markets and gain an advantage over competitors that are not focusing on greenness.  Organizations that adopt green marketing are perceived to be more socially responsible.  It promotes corporate social responsibility.  It saves money in the long run, although initial cost is more. E.g. research and development capabilities for clean processes and green products and human resources committed to environmental protection.

2.3.2 Weakness:  Over emphasizing greenness rather than customer needs can prove devastating for a product.  Many customers keep away from product labeled “Green” because they see such labeling as a marketing gimmick.  Most customers choose to satisfy their personal needs before caring for environment.  It will take a lot of time and effort for reaching green movement among consumers.


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2.3.3 Opportunities:  Organizations perceive Green Marketing to be a competitive advantage, relative to the competitors.  Marketing to segment which are becoming more environmentally aware and concerned. These consumers are demanding products that conform to these new attitudes.  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 ad dress these issues E.g. offering an environmental friendly product and saving resources, and relating them.

2.3.4 Threats:  Uncertainty as to which Green Marketing activities are acceptable from a government perspective.  Uncertainty as to the environment impact of present activities including that is perceived to be less environmentally harmful.  Green marketing have to strive hard in convincing the stakeholders and many a times it may fail to convince them about the long term benefits of Green marketing as compared to short term expenses.  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  To the facing of marketing myopia .E.g. competitors gain market shares with green products and increased environmental regulations.


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2.4 GREEN MARKETING MIXES: Like conventional marketers, green marketers must address the 4 P‘s in innovative ways.

2.4.1 Product: Entrepreneurs wanting to exploit emerging green market either:  Identify customers ‘environmental needs and develop products to address these needs; or  Develop environmentally responsible products to have less impact than competitors.  For this first factor we considered that the product quality was evaluated by four items: green products are healthy; they have a good quality, a good taste and/or smell and a better quality than conventional ones.

2.4.2 Price: According to the AMA, the price is “the formal ratio that indicates the quantities of money goods or services needed to acquire a given quantity of goods or services.  Pricing is a critical element of the marketing mix.  Most customers are prepared to pay if there is a perception of additional product value. This value may be improved performance, function, design, visual appeal or taste.  Environmental benefits are usually an added bonus but will often be the deciding factor between products of equal value and quality.  The price is one of the most important factors during the consumer decision making.  Some of consumers view the price of eco-friendly products as more expensive than the conventional ones and others view it not due to the healthy part of the products. The benefits of the products make some of the consumers go extra to pay more for the products. They believe that it will preserve the deterioration of the earth so spending or bearing extra cost is worthy of the cause.


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2.4.3 Place: This marketing mix element appears when “firms decide the most effective outlets through which to sell their products and how best to get them here”  Kotler and Keller define the place as including channels, coverage, assortments, location and inventory  The choice of place where and when to make a product available has a significant impact on the customers.  Store display plays significance role in the purchasing behavior of the consumers for recognition of the products through displays of the items in the store.  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, in most cases, position them broadly in the market place so they are not just appealing to a small green niche market.  Placement of the green products in the store can create awareness for green conscious consumers’ to have better options for them to purchase the products.

2.4.4 Promotion:  Promoting products and services to target markets includes paid advertising, public relations, sale 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 statement by email.  Promotion of eco-friendly products contribute to consumers’ awareness of the green alternatives. These elements help the consumers to know where the environmentally products are.  Advertising encourages consumers’ purchase decisions because it develops eco-friendly products’ concern and the willingness to buy is important as well as where to buy it.  Advertising can place a green product on appeal to differentiate a product from the conventional products.


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2.4.5 People:  ‘People’ is one of the very important elements of service marketing mix.  Here people refer to those who are involved in providing the green services.  The most important criteria for the provider of the green services is that the people must be ‘green’ in their mindsets and in their activities otherwise the performance of green services will be at stake.

2.4.6 Process:  Process is another very important element of service marketing mix.  Here process refers to the pedagogy and methodology with the help of which the green services will be provided.  It is also very important that the process should be executed such a way so that the main objective of green marketing can be taken care of.

2.4.7 Physical evidence:  As services are basically intangible in nature so for increasing the credibility and reliability of the service we need to give some tangible touches to the intangible and that can best be done by giving some physical evidence.  In case of green marketing the physical evidences must be given from a very much holistic point of view so that the purpose of keeping the greenness of the entire system safely protected.


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2.5 Porter’s five force model  According to Porter (1980) a firm must be analyzed in relation to its industry. Factors outside the industry tend to influence all the industry’s firms in the same way and are thus not as important to study.

 To a large extent, industry structure governs the strategies open to the firms. The profitability and attractiveness of an industry is dependent of the level of competition. Competition in an industry originates from industry structure and goes well beyond the behavior of individual competitors.

 According to Porter, each industry has a potential profitability and the profitability for the firms is dependent on the competitive forces in the industry. Porter identifies five competitive forces that derive from the ambition to obtain as large share of the profitability as possible. The five forces are the foundation of the five-force model.

2.5.1 Threat of new Entrants  The particular dynamics of an industry that restrict entry into it are called barriers to entry The most attractive scenario for a new company is when a potential market has low barriers to exit but high barriers to entry. The economics of any industry will determine the level of difficulty faced when trying to enter this market.  Threat of entry is low in eco friendly product market and major companies have established a system to supply ingredients for the eco friendly product industry. That being said, the threat of entry into the eco friendly product industry is quite high through competitor mobility barriers, especially in the end-consumer market, where switching costs are minimal.


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2.5.2 Threat of Substitutes  Within the framework defined by Porter, substitute products are those that exist in another industry but may be used to fulfill the same need. The more substitutes that exist for a product, the larger the company’s competitive environment and the lower the potential for profit. An example of this is that for a boxed juice producer, fresh juice, water and soft drinks are all substitutes though they exist in separate categories.  Certain technologies may exist that could very well dismiss the need for eco friendly products, but generally speaking, eco friendly products are mainstream. That being said, the eco friendly products industry faces a substantial substitute in the form of traditional products and vice versa. This is an important point that should recognize.

2.5.3 Bargaining Power of Buyers  For the eco friendly products division, buyer power is moderate to high as few competitors provide general products. From an end-consumer market, the buyer power is high. A similar conclusion can be made with the eco friendly products; however, industrial buyer power would be lower given the regulatory influences present.  Buyers have power over the industry because they are important to the company, this because of the industry is such that buyers either buy in high price, or can easily switch to another product. A limited number of strong buyers may be able to exert significant control over a seller. In addition, if a product is similar to its competitor with little or no differentiation, then there are chances that the company may need to let the supplier dictate in order to avoid losing the customer.


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2.5.4 Bargaining Power of Suppliers  Suppliers provide the raw material needed to provide a good or service. This means that there is usually a need to maintain strong steady relationships with suppliers. Depending on the industry dynamics, suppliers may be in the position to dictate , set prices and determine availability timelines. Eco friendly product needs natural raw material without any chemical ingredients which is costly and low volume in supply that’s why bargaining power of supplier is much higher. Powerful suppliers may be able to increase costs without affecting their own sales volume or reduce quantities that they sell.  Eco friendly raw material suppliers are low in numbers and the raw material is limited and natural, so the supplier power is high. The same would be said for the eco friendly productions industry.

2.5.5 Competitive Rivalry  One important force that Porter describes is the degree of rivalry between existing companies in the market. If there are more companies competing with each other, the resulting competitive pressure will mean that prices, profits and strategy will be driven by it.  One company may end up having little or no power in its own industry if there is a variety of quality products are offered in the market in direct competition with it. Customers have the option of simply moving on to a different company easily. Conversely, in the absence of this rivalry, the company may be able to freely set prices and profit margins without being dictated by what the customer finds attractive.  Rivalry in the Eco friendly products industry is moderate, but it is high in the end-consumer products industry. Many existing general product companies could very well attempt to penetrate the Eco friendly market, so competitor rivalry is high. Overall, the Porter’s Five Forces analysis indicates that the Eco friendly products market is much more lucrative than the general product market.


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2.6 Government policy The Indian government has also done its mite in promoting green marketing and eco friendliness by way of banning plastic bags from daily use, helping its automotive industry to develop greener vehicles by ing hybrid and electric vehicles (EVs), by investing in greener cars the Government of India is capitalizing on an underutilized segment and building an infrastructure that will generate economic growth and reduce emissions. The government took the initiative of promoting green buildings construction, usage of alternate sources of energy by companies. 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 by reducing production of harmful goods or by products, Modify consumer and industry's use and /or consumption of harmful goods; or, Ensure that all types of consumers have the ability to evaluate the environmental composition of goods.

2.6.1 The Indian Ecomark Scheme In 1991, MoEF, Government of India, launched its very own ecolabelling scheme called “Ecomark” for recognition and authentication of green products in India. The certification is based on the cradle-to-grave approach for ecolabelling of the products. Although the Ecomark is similar in many ways to ecolabels in other countries, it differs from most in one important aspect; ecolabels in most countries are awarded solely on the basis of environmental considerations alone, however, the Ecomark is also linked with the quality of products. In other words, in order to be eligible, products must meet both environmental and quality criteria. There are about 16 product categories covered under the Ecomark scheme. The Ecomark criteria span across a range of possible environmental impacts associated with products – use of chemicals in processes, biodegradable packaging, water usage, emphasis on sourced material, and so on. Additionally, the Ecomark does not base all product-specific criteria to address life cycle impacts in the “strictest sense” (although the spirit of the scheme is said to be modelled on the cradle-to-grave approach), i.e. through the use of specific standardized methodologies.


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The lack of awareness on the scheme amongst Indian consumers was a major reason for the failure of the scheme. It was unviable for the producers to manufacture green products that meet the quality standards along with the environmental criteria requirement of the scheme and that too in a situation where there is no acceptance for such labelled products. Over a period of time, with no further updations and elaboration of the scheme, the scheme lost relevance.

Any ecolabelling scheme to be a successful one needs to be popularized amongst the industry stakeholders and consumers by appropriate communication. The Ecomark scheme needs to be revived with proper institutionalization and higher involvement of stakeholders for improvising the existing structure of the scheme. Along with the restructuring of the scheme, there has to be a nationwide awareness campaign to bring about a behavioural change in consumer’s purchasing decisions.

2.6.2 Energy Efficiency Labelling Scheme in India The Bureau of Energy Efficiency (BEE) is an agency of the Government of India, under the Ministry of Power created in March 2002 under the provisions of the nation's 2001 Energy Conservation Act. Amongst the various schemes initiated by the BEE, Standard & Labelling is one of the thrust areas. A key objective of this scheme is to provide the consumer an informed choice about the energy saving potential of the relevant marketed product. Number of “star” are assigned from 1 to 5 in increasing order of efficiency and estimated annual energy consumption is displayed on the Star Label for benefit of customer Started as a voluntary scheme, star labeling has now been made mandatory for some of the household electrical appliances – viz. Frost free refrigerators, fluorescent tube lights, air-conditioners and distribution transformers – meaning that only the products having specified efficiency levels will be allowed to be manufactured and marked in the India. After initiation in 2002, the BEE labeling scheme has been able to draw attention of the industry as well as the consumers. It is the only successful scheme in India in of institutionalization and in attracting consumers to buy products which have lesser environmental impacts as compared to other products of similar category. The only drawback of the eco-label is that it only takes into consideration the energy efficiency criterion and not the life cycle impacts of the product.


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2.6.3 National Programme for Organic Production (NPOP) Owing to the favorable climatic conditions and the agricultural biodiversity of India, there is large potential for cultivation of wide range of organic products. There was a need to recognize this potential and focus on developing an organized organic agriculture system. This lead to the formation of National Programme for Organic Production (NPOP) in 2000 by Ministry of Commerce and Industry, Government of India. The standard was formally notified under the Foreign Trade (Development & Regulation) Act (FTDRA). The same is implemented under the AGMARK11 scheme of Ministry of Agriculture, Government of India for the domestic markets and by Agricultural & Processed Food Products Export Development Authority (APEDA) for exports. The main objectives of the standard are to fasten the process of organic certifications in India, ensure transparency in the production process, assign credibility to Indian organic products and gain assurance of consumers in Indian organic products around the world. It has been observed that the scheme is developed with a prime purpose of increasing the export volume of organic products, addressing the high demand for such products in foreign countries. Majority of the organic products are exported today to the U.S and the European Union. There is a need for promoting the standard in the Indian market to attract more manufacturers and retailers opting for certified organic products and to increase awareness amongst the consumers.


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2.7 THE INDIAN LEGAL SCENARIO The Indian government has put in place a number of legislations to cut the manufacture and marketing of hazardous goods. Some of the legislations are as follows: The Water (Prevention and Control of Pollution) Act of 1974 was enacted to prevent and control of water pollution, and to maintain / restore water wholesomeness. In 1986, The Environment (Protection) Act was enacted to provide protection and improvement of the environment. It gives power to the Central Government to create authorities [under section 3(3)] who can prevent environmental pollution in all forms and to block particular environmental problems specific to diverse areas of the country. The Air (Prevention and Control of Pollution) Act of 1981 and amended in 1987 to provide prevention, control and reduction of air pollution in India. In 1995 the Central Government established the National Environment Tribunal [through the National Environment Tribunal Act 1995] to provide for strict liability for damages due to accidents caused by handling of dangerous materials. The Biological Diversity Act 2002 rose out of India's effort to realize the objects in the UN Convention on Biological Diversity (CBD) 1992 that recognizes the self-governing rights of countries to use their own Biological Resources. The Act purpose is to conserve biological resources and related information, and enables access to them in a sustainable way by a just process. For implementing the objects of the Act it established the National Biodiversity Authority in Chennai. The Forest Conservation Act 1980 was enacted to save the country's forests. It strictly limits and controls the de-reservation of forests or use of forest areas for non-forest purposes without the previous sanction of the Central Government. The Act lays down the pre-requisites for the usage of forest areas for non-forest purposes.


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2.8 Role of technology Science and technology are central to transforming manufacturing industries towards sustainable patterns of production and economic growth. Enterprises and industries are becoming increasingly aware of the prospects that environmental technologies hold – not just in of improved environmental outcomes, but also the potential to reap economic rewards from increased efficiencies and new business opportunities. Some of the more attractive opportunities for sustainable investments lie in the developing world, sparked by the need to accommodate growing populations and increased industrial development. For developing counties, capacity development and the diffusion of environmental technologies are particularly important areas for government assistance. Most developing countries are not at the cutting edge of science and innovations, and rely on technological advancements though the adoption and adaptation of pre-existing but new-to-the-market or new-to-the-firm technologies. However, technological improvements have been achieved over the past 15 years, which have been ed by a sustained policy of increased openness to foreign trade and FDI), plus increased investments in capacity development (The World Bank, 2008). Additionally, governments can the development of new environmental technologies by investing in the development of science platforms, from which environmental technologies can be leveraged. There is a need to foster partnerships with industry and end-s to ensure investments result in relevant and/or commercially viable technologies. Networks and technology transfer mechanisms remain important, particularly for developing countries that struggle to finance their own R&D programmes. Governments can play an important role in strengthening technical capacity of SMEs through various policy directives. Some of these include:  Promoting technology literacy by delivering quality education to as many people as possible.  In the case of market failures, assisting firms to learn to how to adapt, adopt, and market new technologies and services. Research institutions need to practice outreach, testing, marketing and dissemination activities.  Facilitating access to finance. The capacity of firms or individuals to take advantage of a technology can be constrained by affordability and liquidity.  Openness to external technologies through foreign trade, FDI, diasporas, and other international networks is critical for technological progress – for both low and middle income countries.  Governments can integrate new technologies into their own operations, including the provision of environmental infrastructure etc.


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3. Literature review The concept of green marketing has evolved over the years. There are basically three stages in which it has evolved.

1. The decade of the late 1980s marked the first stage of green marketing, when the concept of “green marketing” was newly introduced and discussed in industry (Peattie and Crane, 2005). Owing to the upsurge of this new concept many marketer tried to involve in green marketing in order to generate positive consumer response which would be converted into goodwill, market share and sales. However in spite of reports stating that the environmental problems constituted one of the uppermost public concerns, market growth of these products fell short of expectations.

2. The second stage started off as a consumer backlash. Many organizations “green washed” the consumers. In order to improve their sales, thus creating cynical attitude of the consumers towards the green concept. Some of the marketing practices which lead to the failure of green marketing during this period are (Peattie and Crane 2005): a. Green spinning -> taking a reactive stance of “green”, if accused of malpractice b. Green Selling -> taking an opportunistic approach by adding some green claims to existing products with an intention to boosts profits. c. Green harvesting -> Becoming enthusiastic about the environment only when greening would result in cost savings. d. Entrepreneur marketing -> Developing innovative green products without actually considering consumer needs. e. Compliance marketing -> Just following the environmental standards as an opportunity to promote the company’s green credentials rather than actually being involved.


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3. The evolution of the third stage is just a response to the anomalies occurring in the second stage. With the implementation of advanced technology, stricter state enforcement on deceptive claims, govt. regulations and incentives and closer scrutiny from various environmental organizations and media many green products have regained confidence in the 2000’s (Gurau and Ranchhod, 2005; Ottoman, 2007). With green and sustainable development as the theme of 21st century development, two trends have been predicted as inevitable in the near future of green marketing. They are: a) First the concept of an eco-friendly approach of doing business will be pushed into mainstream (Hanas 2007) b) Second, corporations from developed countries will initiate international green marketing in order to expand their market, increase their sales and take advantage of the positive image of their green brands established in their domestic markets (Gura˘u and Ranchhod, 2005; Johri and Sahasakmontri, 1998; Pugh and Fletcher, 2002). Consumers with favorable attitudes such as eco-literacy, interpersonal influences and value orientation towards environmentally green products are more likely to purchase environmentally green products. Perceived product necessity moderates the relationship between attitudes towards environmentally green products and the willingness to purchase environmentally green products. According Amyx et al., 1994; Kinner et al., 1974; McCarty and Shrum, 1994 study have established an apparent correlation between favourable attitudes towards environmentally green product and positive purchase decisions. Equally, negative attitudes will dissuade consumers resulting in a non-purchase decision that is say by McCarty and Shrum, 1994. There are many variables that can interpret customers in order to buy green products. The most important is social environments such as family, friends and peer networks strongly influence buying decisions that involve environmentally green products. These can be proof by Bandura, 1986 shows that the social influences of peers, family groups and influential bodies can convey information and active emotional reaction trough factors such as modeling, instruction and social persuasion. Green purchasing behavior can influences customers to buy the green products because nowadays in globally, each people are tends to the green environment. And now have many nonprofit organization and government doing marketing activities that practices green environment and also come out with green products.


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Cohen, 1973, he said green marketing activities are increasing in many countries and these activities have had an important influence on increasing consumer knowledge and in shifting consumer into purchasing green products. Mendleson, 1994, marketers should emphasize the ecological knowledge in their organization, their product and their advertising in order to achieve the goal of changing the consumer purchasing behavior. Purchasing behavior also can be affected by the perceived product as a necessity that’s can expected the consumers’ attitudes towards the environment should play a relatively minor role in affecting purchase behavior, or in this case the willingness to buy environmentally green products. On the other hand, Sharma et al., 1995; Soloman, 1996 states that it is likely that consumers’ attitudes towards the environment in relation to items that are dispensable should have a more substantial impact on purchase behavior. On logical thinking, it could be expected that personal preferences and desires a product necessity would counteract the more altruistic and non-self centered motives contained in the “ideal” attitudinal view. Most consumers would like to make rational choices in situations concerning the purchase of environmentally green products, thus they would want enough information to be fully aware of and knowledgeable about environmental problems and issues in order to form an opinionative or attitudinal view in order to choose according to their intentions. As Laroche et al. (2001) pointed out; the education of the consumers is seen as an appropriate method for increasing perceived convenience and establishing credibility in of being environmentally friendly. This is referred to as eco-literacy, which is used to measure the respondent’s ability to identify or define a number of ecologically related symbols, concepts and behaviors. It has been found to be correlated with some attitudes and behavior towards the environment. Rajan Saxena(2010) maintained that Green products and services are today increasingly being accepted by both the companies and customers. Following are some of the arguments in favour of green marketing which makes it profitable for the firm/organisation.  

Aware customers are ing together to form interest groups which lobby for eco-friendly products and legislation to protect their environment. Given the choice, customers tend to buy eco-friendly products.


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The study by Varsha Jain & Subhadip Roy (2010) addressed the concept of Ecoism from the consumer perspective. It was found that eco-friendly products are still in a nascent stage in India (such as organic food). It is difficult for the consumers to comprehend about eco-friendly products across all categories.

The study by Vinay et al(2011) determined that the concept of green marketing has been around at least since the first earth day in 1970. But the idea did not catch on till 1980‘s, when rising public interest in the environment led to a demand for more green products and services. The companies like Wipro, HCL, TNPL, IBM, ONGC etc., implemented the concept of green marketing in their organization.

The study by Saranya(2011) analyses that Green Marketing mainly focuses on promoting the consumption of green products. Marketers also have the responsibility to make the consumers understand the need for and benefits of green products than nongreen products.

Sourabh Bhattacharya (2011) states that the green marketers in India should carry out heavy promotional campaigns, because majority of the Indian consumers are pricesensitive and are not sure about the quality of green products.

Selvakumar & Ramesh Pandi (2011) indicated that Green Marketing is not all about manufacturing green products and services but encoming all those marketing activities that are needed to develop and sustain consumers‘eco-friendly attitudes and behaviors in a way that helps in creating minimal detrimental impact on the environment.

According to Joseph & Rupali korlekar(2012), there is a scope for in-depth studies on green marketing to be conducted in developing countries like India, not only on understanding consumers‘ perception but to study the detailed profile of such consumers who have a more positive attitude towards green marketing and green products.


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3.1 INITIATIVE TAKEN BY BUSINESS ORGANIZATION TOWARDS GREEN MARKETING: Interestingly, green marketing continues to be an issue of global interest. In fact, Google Trends reports that, on a relative basis, more searches for ―green marketing‖ originated from India than from any other country.

Rank

Country

1

India

2

UK

3

US

4

Thailand

5

Australia

6

Canada

7

China


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4. Research Methodology Following section will include data require from various sources as well as research design framework. Research Design which includes the Sampling design as well as research instrument used and various analytical tools used for the discussion and interpretation.

4.1 Objectives: Following are the major objectives:  To understand the level of awareness regarding eco-friendly products among consumers.  To understand the buying behavior of consumers related to green products.  To explore the various factors which influence the green purchasing behaviour of the Indian consumers.  To estimate the market potential for eco-friendly products in unexplored market was one of the major objectives.  To know about future preferences of consumers for Eco-friendly products.  To identify the problem areas for Eco-friendly Products. Here the shortcomings of Eco-friendly products were studied which could be removed after careful understanding & detailed analysis.

4.2 Methodology:  The research methodology adopted is of descriptive type. The major purpose of this research was the description of the state of affairs as it exists at present. Even though there was no control over the variables. The cause were tried to be discovered. The method of research utilized here was survey method. The facts or information gathered were analyzed to make a critical evaluation of the information.


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4.3 Research Approach:  One had to depend mainly on primary data as first had knowledge was required about market position of Eco-friendly Products. So our actual study was conducted in 3 stages:  First we discussed with our guiding officers on the various parameters of the project.  Next questionnaire was prepared based on priori discussion. Questionnaire was prepared for established and unexplored markets.  Lastly the final questionnaire was prepared with various modifications to the previous questionnaire.  Questionnaires were prepared for the Consumers.

4.4 RESEARCH DESIGN 4.4.1 Sampling techniques:  The Convenience sampling method was followed. The population of all the towns was not homogeneous. Thus convenience sampling technique has to apply in order to obtain a representative sample.

4.4.2 Sample size:  In Ahmedabad and outside the Ahmedabad the sample size taken was 250.

4.4.3 Data Analysis:  The data were analyzed separately for each area. The findings resulting of the analysis varied from area to area and the recommendations stated accordingly arrived at after thorough analysis and recommendation stated accordingly.


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Sample Selection In and around Ahmadabad

Data Collection Through questionnaires, magazines and company Resources

Method of analysis: Exploratory and Descriptive Research

 Sample Unit

-

Individual persons

 Sample Size

-

250 Individuals

 Method of Sampling

-

Convenience Sampling

 Research Instrument

-

Questionnaire


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Part-A Descriptive Statistics Sample Profile of Respondents Gender No. of respondent

Percentage

Male

106

42

Female

144

58

Total

250

100.0

Monthly Income (In RS.) Below 20000

84

34

20001-40000

106

42

40001-60000

43

17

60001 and above

17

7

Total

250

100

Age group (in years) BELOW 20 YEARS

8

3.2

21-30

136

54.4

31-40

73

29.2

41-50

31

12.4

51-60

2

0.8

60 YEARS AND ABOVE

0

0.0

Total

250

100


44


Are you aware about Eco-friendly product/lifestyle/Way of Consumption?

Particulars

No. of Respondent

%

Yes

191

76%

No

59

24%

24%

Yes No

76%

Interpretation:  This graph shows that 76% of respondents are aware about Eco-friendly Products/lifestyle/Way of Consumption.  It indicates that most of respondents are aware about Eco friendly products/lifestyle/Way of Consumption.


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According to you what is Eco-friendly or how one can protect environment or climate from further deterioration? Particulars

No. of Respondents By consuming natural and organic product (without use of any scientific 50 or artificial process) Consumption or usage of products by non polluting way (Includes 69 Transportation) Usage of renewable energy/recycled/upcycled products 77 Proper management of waste disposal (Organic and inorganic waste) 59 Least/No usage of plastic which is difficult to recycle also. 47 Increase greencover in the cities and aforestation and avoid 31 deforestation All of the above 122 Other 2

140 120

122

100 80 60

40

69

50

77

59

20

47 31

2

0

Interpretation:  This graph shows that all the factors in the question are consider as Eco-friendly and it can protect environment or climate from further deterioration.


46


Do you think looking at the current global climate conditions it is necessary to make our lifestyle Eco-friendly?

Particulars

No. of Respondent

%

Yes

223

89%

No

27

11%

No 11%

Yes 89%

Interpretation:  This graph shows that 89% of respondents think that looking at the current global climate conditions it is necessary to make our lifestyle Eco-friendly.  It indicates that most of respondents show their interest towards make their lifestyle Eco-friendly.


47


When you go for shopping are you conscious or implement below mentioned ways? Particulars

No.of Respondent

Avoid or do not accept Purchase/usage plastic bags.

55

Reuse the bags available with you.

116

Try and go by electric 2 wheeler/ 4 wheeler/ public transport/ bicycle as much as possible Yes very coscious of all of the above

45

Not so conscious

61

23

140 116

120

100 80 60

61

55 45

40 23 20 0 Avoid or do not accept Purchase/usage plastic bags.

Reuse the bags Try and go by electric Yes very coscious of available with you. 2 wheeler/ 4 all of the above wheeler/ public transport/ bicycle as much as possible

Not so conscious

Interpretation:  This graph indicates that 24% respondents are not so conscious about Ecofriendly way when they go for shopping.  This graph indicates that approx 10% respondents are so conscious about Ecofriendly way when they go for shopping.  This graph shows that 46% respondents are reusing plastic bags available with them when they go for shopping.


48


Which of the below mode of transport you prefer going to your workplace, school, colleges etc. Particulars

No. of Respondent

Bicycle

4

Electric 2 wheele/ 4 wheeler

5

Car pooling

16

Public transport (Trains, Bus, BRTS)

81

By walking (if it is close enough)

21

Regular 2 wheelers/ 4 wheelers

123

2% 2% 7% Bicycle Electric 2 wheele/ 4 wheeler Car pooling

49% 32%

Public transport (Trains, Bus, BRTS) By walking (if it is close enough) Regular 2 wheelers/ 4 wheelers

8%

Interpretation:  This graph indicates that 49% respondents prefer regular vehicle to reach their workplace, school, colleges etc.  This graph indicates that 32% respondents prefer public transports to reach their workplace, school, colleges etc.  Less number of respondent using eco-friendly modes of transport to reach their workplace, school, colleges etc.


49


Do you use Eco-friendly Products?

Particulars

No. of respondent

%

Yes

87

35

No

163

65

Yes 35%

No 65%

Interpretation:  This graph shows that 35% of respondents are using Eco-friendly products and 65% of respondents are not using Eco-friendly products.  It indicates very less no. of respondents is using eco-friendly products.


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SECTION - A Which Kind of Eco-friendly products you have bought/used till date? Particulars

Respondent

Organic Food

51

Personal care

56

Home living/Decor(Furniture)

15

Stationary(Products Recycled Included)

29

Clothes

32

Vehicles (Electric 2 wheeler/ 4 wheeler)

6

All of above

3

56

60 51

50 40 29

30 20

32

15

10

6

3

0

Interpretation:  This graph shows that respondents are using organic foods and personal care products higher than other products.  Recycled stationary and Eco-friendly cloths are also preferred among the respondents.


51


How often do you buy Eco-friendly Products? Particulars

No.of Respondent

%

Frequently/ Regularly

18

21%

Occasionally

45

52%

Rarely

24

27%

21% 27% Frequently/ Regularly Occasionally Rarely

52%

Interpretation:  This graph shows that 52% of respondents are buying Eco-friendly products occasionally.  There are only 21% of respondents are buying Eco-friendly products frequently/regularly.


52


Where do you usually buy Eco-friendly Products?

Particulars

No. of Respondent

Super Market/ Retailer/Hyper Market

58

Exclusive Organic Eco-friendly store

20

Online

36

Other

1

70

60

58

50 40

36

30 20 20 10 1 0

Super Market/ Retailer/Hyper Market

Exclusive Organic Ecofriendly store

Online

Other

Interpretation:  This graph indicates that most of the buyers buy Eco-friendly products from Super Market/ Retailer/ Hyper Market.  Very few buyers buy Eco-friendly products from Exclusive Organic Eco-friendly Store.


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What makes you use Eco-friendly products?

Particulars

No. of Respondent

Positive influence on climate/Environment

43

Health

71

Pollution

19

Other

1

80 70

71

60 50 40

43

30 20 19 10 1 0 Positive influence on climate/Environment

Health

Pollution

Other

Interpretation:  This graph indicates that most of the buyers buy Eco-friendly products for positive effect on their own health.  Most of the buyers buy Eco-friendly products also for positive influence on climate/Environment.


54


Which are the elements important to you while purchasing Ecofriendly Products? Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Quality Assurance

42

20

16

6

3

Price

19

20

25

19

4

Packaging

15

6

13

22

31

Health Its impact on climate/ Environment

36

24

13

8

6

24

10

7

19

27

Quality Assurance

Price

Packaging

Health

Its impact on climate/ Environment

42 36 31 24

27

25

24

22

20 20

19

19

15

13 13 10 7

6

Rank 1

19

16

Rank 2

Rank 3

8

6

3 4

Rank 4

6

Rank 5

Interpretation:  This graph indicates that quality assurance is the most important factor while purchasing eco-friendly products.  Packaging is the least important factor for consumers while purchasing eco friendly products.


55


According to you what are the effective mediums of Awareness of Eco-friendly Product? 50

45

40

35

30

25

Television Magazines

20

News paper Social Media

15

Exhibitions

10

5

0 Television

Rank 1 50

Rank 2 18

Rank 3 8

Rank 4 4

Rank 5 7

Magazines

11

14

13

31

18

News paper

19

19

32

12

5

Social Media

39

17

13

11

7

Exhibitions

16

8

9

16

38

Interpretation:  This graph indicates that television and social media are the effective mediums of Awareness of Eco-friendly Product.  Exhibitions are not so effective medium for spreading information of the Ecofriendly products.


56


Kindly let us know your level of satisfaction for Eco-friendly Products?

Satisfied

57

Somewhat Satisfied

26

Dissatisfied

4

5%

30% Satisfied Somewhat Satisfied Dissatisfied 65%

Interpretation:  This graph indicates that consumers are satisfied with the eco-friendly products.  Only 5% of the consumers are dissatisfied with the products.


57


Do you think Eco-friendly products are overpriced?

40

Particulars

No. of Respondents

Strongly Agree

37

Agree

30

Neutral

16

Disagree

3

Strongly Disagree

1

37

35 30 30 25 20 16

15 10 5

3 1

0 Strongly Agree

Agree

Neutral

Disagree

Strongly Disagre

Interpretation:  This graph indicates that most of every consumer is agree with that Eco-friendly products are overpriced.


58


How much extra would you be willing to pay for quality Eco-friendly Products? Particulars

No. of Respondent

%

0

6

7

5%

35

40

10%

36

42

15%

9

10

>=20%

1

1

1% 10%

7%

0

5% 10% 40% 42%

15% >=20%

Interpretation:  This graph indicates that most of consumes are ready to pay 5% to 10% extra for Eco-friendly products.  Only 1% consumers are ready to pay 20% or more for Eco-friendly products.


59


SECTION - B Have you used Eco-friendly products in past? Particulars

No. of Respondent

%

Yes

32

20

No

131

80

20%

Yes No

80%

Interpretation:  This graph indicates that 80% of consumes have not used any Eco-friendly products.  Only 20% of consumer have tried eco-friendly product before.


60


Reason for not using Eco-friendly Products? Particulars

No. of Respondents

%

Unaware

42

26

Aware but not tried

75

46

Used but not satisfied

12

7

Not easily available

34

21

21% 26% Unaware Aware but not tried

7%

Used but not satisfied Not easily available

46%

Interpretation:  This graph indicates that 46% of people are aware but never tried any Ecofriendly products.  Most of consumes are not using any Eco-friendly products because of unawareness and its unavailability.


61


What restricts you from choosing Eco-friendly products? Particulars

No. of Respondences

Quality assurance

17


170

Relatively Expensive

70

Other

3

180 160 140 120 100 80 60 40 20 0 Quality assurance


Relatively Expensive

Other

Interpretation:  This graph indicates that most of people are not using Eco-friendly products because it is not easily available in the market.  Other main reason for not using eco-friendly product is it is relatively expensive.


62


Is Lack of Eco-friendly products being easily available the major reason for low popularity and demand of Eco-friendly products? Particulars

No. of Respondent

%

Strongly Agree

73

45

Agree

83

51

Disagree

7

4

Strongly Disagree

0

0

0% 4%

Strongly Agree 45%

Agree Disagree

51%

Strongly Disagree

Interpretation:



This graph indicates that 51% of consumers are agreed and 45% of consumers are strongly agreed that Lack of Eco-friendly products being easily available is the major reason for low popularity and demand of Eco-friendly products.


63


Will you buy Eco-friendly products in Future? If the above mentioned reason by you is taken care of?

Particulars

No. of Respondent

%

Yes

161

99

No

2

1

1%

Yes No

99%

Interpretation:  This graph indicates that almost every people are ready to use Eco-friendly products if the mentioned reason by them is taken care of.


64


From below mentioned, what products you would prefer to buy if the problem mentioned by you is resolved? Particulars

Respondent

Organic Food

74

Personal care

101

Home living/Decor(Furniture)

42

Stationary(Products Recycled Included)

36

Clothes

52

Vehicles (Electric 2 wheeler/ 4 wheeler)

10

All of above

25

other

1

120

101

100 80

74

60 40

42

50 36

20

25 10

1

0

Interpretation:  This graph indicates that personal care product is highly preferred by consumer to use.  People also show there interest in organic food, cloths, and home living/Décor to use.


65


Gender Gender

No. of Respondent

%

MALE

106

42

FEMALE

144

58

42% MALE FEMALE 58%

Interpretation:  This graph indicates that 58% female and 42% male were being surveyed.


66


Age Age

No. of Respondent

BELOW 20 YEARS

8

21-30

136

31-40

73

41-50

31

51-60

2

60 YEARS AND ABOVE

0

160 136

140 120 100

73

80 60

40 20

31 8

2

0

51-60

60 YEARS AND ABOVE

0 BELOW 20 YEARS

21-30

31-40

41-50

Interpretation:  This graph indicates that most of surveyed people were of 21-30 age group.  Almost 45% of people were belongs in 30-50 age group.


67


Monthly Income Monthly Income

No. of Respondent

%

Below 20000

84

34

20001-40000

106

42

40001-60000

43

17

60001 and above

17

7

7%

17%

34% Below 20000

20001-40000 40001-60000 60001 and above

42%

Interpretation:  This graph indicates that 42% people have 20000-40000rs of per month income.  34% people have below 20000rs of monthly income.


68


Part –B Inferential Statistics In descriptive statistics we use different charts, weighted average table to know about the satisfaction score of the respondents. We also know the frequency of the respondents in the descriptive statistics. Now, we should study inferential statistics. Inferential statistics help to test the hypothesis based on the research objectives of the study. In this statistics we should run various test like T-test, Chi-square, and ANOVA with formulating the hypothesis. (Note: - For all hypothesis testing we assumed α as 5%)

Hypothesis 1 To test whether there exist mean difference between male and female and the Usage of Eco-friendly Products, chi-square test is suitable. Respondents were offered 2 options in which they have to mark in this option. H01: There is no significant relation between male and female with respect to Use of Eco-friendly products. H1 1: There is a significant relation between male and female with respect to Use of Ecofriendly products Case Processing Summary Cases Valid

Gender * Do you use Eco-friendly Products?

Missing

Total

N

Percent

N

Percent

N

Percent

250

100.0%

0

0.0%

250

100.0%

Gender * Usage Crosstabulation Count

Usage

Gender

Total

Total

Yes

No

Male

32

74

106

Female

55

89

144

87

163

250


69


Chi-Square Tests

Value

Asymp. Sig. (2-

Exact Sig. (2-

Exact Sig. (1-

sided)

sided)

sided)

df

1.725a

1

.189

Continuity Correctionb

1.390

1

.238

Likelihood Ratio

1.737

1

.187

Pearson Chi-Square

Fisher's Exact Test Linear-by-Linear Association

.227 1.718

N of Valid Casesb

1

.119

.190

250

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 36.89. b. Computed only for a 2x2 table

Conclusion: Now we can look at the significant value in the table which is 0.189, P>0.05. So, we have no evidence to reject H0. So, we can say that there is no significant relation between male and female with respect to use of Eco-friendly Products.

Hypothesis 2 To test whether there exist mean difference between Male and Female with respect to factors considering while buying Eco-friendly products of the respondents, independent sample T-Test is suitable. Satisfaction level is ranging on a continuum of most important to least important for various parameters such as Quality assurance, Price, Health, and Impact on Environment of products. H02: There is no significant difference between Male and Female with respect to factors considering while buying Eco-friendly products. H12: There is a significant difference between Male and Female with respect to factors considering while buying Eco-friendly products. Group Statistics gender quality

N

Mean

Std. Deviation

Std. Error Mean

male

32

3.6250

1.12880

.19955

female

55

4.0909

.92841

.12519


70


Independent Samples Test Levene's Test for Equality of Variances

t-test for Equality of Means 95% Confidence Interval of

Sig. (2F

Sig.

t

Df

Mean

tailed) Difference

Std. Error Difference

the Difference Lower

Upper

Quality Equal variances

4.042

.048 -2.083

85

.040

-.46591

.22370

-.91068

-.02114

-1.978 55.288

.053

-.46591

.23556

-.93793

.00612

assumed Equal variances not assumed

Conclusion: T-test produces two tests of differences between the groups. One assuming the variances to be equal for both the samples and the other assuming unequal variances. Since the significance value for the Levene’s Test shows the value: 0.048(p < 0.05), equal group variances can’t be assumed. The significance value (two-tailed) and the test statistics show value 0.053, p >.05. Hence it may be inferred that there is statistical no evidence to reject the null hypothesis (H0). This shows that There is no significant difference between Male and Female with respect to Quality Assurance while buying Eco-friendly products. For other factors like Price, Health, and Impact on Environment conclusion table is made accordingly.


71


Group Statistics

Gender

Price

Male

Female

Packaging

Male

Female

Health

Male

Female

Environment

Male

Female

N

Mean

Std. Deviation

Std. Error Mean

32

3.0000

1.24434

.21997

55

3.2000

.96992

.13078

32

2.1875

1.33047

.23520

55

1.7091

.95593

.12890

32

3.6562

1.33463

.23593

55

3.8727

1.10645

.14919

32

2.5312

1.48072

.26176

55

2.1273

1.32014

.17801


72



t-test for Equality of Means 95% Confidence Interval of the Sig. (2-

F Price

Sig.

t

df

Mean

Std. Error

Difference

tailed) Difference Difference Lower

Upper

Equal variances

3.012

.086 -.834

85

.406

-.20000

.23970 -.67659

.27659

-.782 52.989

.438

-.20000

.25591 -.71330

.31330

85

.055

.47841

.24619 -.01108

.96790

1.784 49.837

.081

.47841

.26820 -.06033 1.01715

85

.417

-.21648

.26563 -.74462

.31166

-.775 55.642

.441

-.21648

.27915 -.77576

.34280

85

.192

.40398

.30701 -.20645 1.01440

1.276 59.052

.207

.40398

.31655 -.22942 1.03738

assumed Equal variances not assumed Packaging

Equal variances

10.164

.002 1.943

assumed Equal variances not assumed Health

Equal variances

1.400

.240 -.815

assumed Equal variances not assumed Environment Equal variances

1.459

.230 1.316



73


Hypothesis 2 Factors

Male Mean

Female Mean

Signific ant Value

Price

3.00

3.20

0.406

Packaging

2.19

1.71

0.081

Health

3.66

3.87

0.417

2.53

2.12

0.192

Impact on Climate

Conclusion Here P value is higher than α so there is no evidence to reject the null hypothesis and can be interpreted as there is no significant between Male and Female with respect to Price. Here P value is higher than α so there is no evidence to reject the null hypothesis and can be interpreted as there is no significant between Male and Female with respect to Packaging. Here P value is higher than α so there is no evidence to reject the null hypothesis and can be interpreted as there is no significant between Male and Female with respect to Health. Here P value is higher than α so there is no evidence to reject the null hypothesis and can be interpreted as there is no significant between Male and Female with respect to Impact on Climate.

Hypothesis 3 To test whether there exist mean difference between Male and Female with respect to effective mediums of awareness of eco friendly products, independent sample T-Test is suitable. Satisfaction level is ranging on a continuum of most important to least important for various parameters such as Television, magazines, news paper, social media, and exhibition of products. H03: There is no significant difference between Male and Female with respect to effective medium of awareness H13: There is a significant difference between Male and Female with respect to factors considering while buying Eco-friendly products. Group Statistics gender Television

N

Mean

Std. Deviation

Std. Error Mean

male

32

3.7812

1.56028

.27582

female

55

4.0000

1.18634

.15997


74



t-test for Equality of Means 95% Confidence Interval of the

Sig. (2F Television

Sig.

t

Df

Mean

tailed) Difference

Std. Error Difference

Difference Lower

Upper

Equal variances

5.086

.027 -.737

85

.463

-.21875

.29679

-.80886

.37136

-.686 51.985

.496

-.21875

.31885

-.85858

.42108


Conclusion: T-test produces two tests of differences between the groups. One assuming the variances to be equal for both the samples and the other assuming unequal variances. Since the significance value for the Levene’s Test shows the value: 0.027(p < 0.05), equal group variances can’t be assumed. The significance value (two-tailed) and the test statistics show value 0.496, p >.05. Hence it may be inferred that there is statistical no evidence to reject the null hypothesis (H0). This shows that there is no significant difference between Male and Female with respect to Television medium is effective medium of awareness. For other factors like Magazines, News papers, Social Media and Exhibition conclusion table is made accordingly.


75


Group Statistics

gender magazine

Std. Error Mean

32

2.4375

1.21649

.21505

55

1.9818

.99053

.13356

32

3.0938

.89296

.15785

55

3.0727

1.01570

.13696

32

3.4688

1.36746

.24174

55

3.6545

1.32243

.17832

32

2.2188

1.38504

.24484

55

2.2909

1.40992

.19011

male

female exhibition

Std. Deviation

male

female socialmedia

Mean

male

female newspaper

N

male

female


76



t-test for Equality of Means 95% Confidence Interval of the Sig. (2-

F magazine

Sig.

t

df

Mean

Std. Error

Difference

tailed) Difference Difference Lower

Upper

Equal variances

5.329

.023 1.900

85

.061

.45568

.23977 -.02105

.93241

1.800 54.844

.077

.45568

.25315 -.05167

.96303

85

.923

.02102

.21627 -.40898

.45103

.101 71.861

.920

.02102

.20899 -.39560

.43764

85

.534

-.18580

.29771 -.77772

.40613

-.619 63.176

.538

-.18580

.30039 -.78604

.41445

85

.817

-.07216

.31147 -.69144

.54712

-.233 65.898

.817

-.07216

.30999 -.69108

.54677

assumed Equal variances not assumed newspaper Equal variances

.188

.666 .097

assumed Equal variances not assumed socialmedia Equal variances

.168

.683 -.624

assumed Equal variances not assumed exhibition

Equal variances

.017

.896 -.232



77


Mediums

Magazines

News Paper

Social media

Exhibition

Male Mean

2.44

3.09

3.47

2.22

Female Mean

1.98

3.07

3.65

2.29

Significant Value

0.077

0.923

0.534

0.817

Conclusion

Here P value is higher than α so there is no evidence to reject the null hypothesis and can be interpreted as there is no significant between Male and Female with respect to Magazine.

Here P value is higher than α so there is no evidence to reject the null hypothesis and can be interpreted as there is no significant between Male and Female with respect to News Paper.

Here P value is higher than α so there is no evidence to reject the null hypothesis and can be interpreted as there is no significant between Male and Female with respect to Social Media.

Here P value is higher than α so there is no evidence to reject the null hypothesis and can be interpreted as there is no significant between Male and Female with respect to Exhibition.


78


5. 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. Clean energy sources such as solar, wind, bio-fuels and hydra power. Water harvesting. Recycle at every level. Move towards paperless office. 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.


79


6. CONCLUSION As the demand for green products undoubtedly exists, Green Marketing provides an opportunity to the companies to increase their market-share by introducing ecofriendly products. Stricter environmental regulations across the world, growing consumer preference for eco-friendly companies, and the inherent cost advantages in lowering toxic waste, are encouraging industries big and small to clean up.

Result of a survey conducted showed that, consumers are not overly committed to improving their environment and may be looking to lay too much responsibility on industry and government. Though it’s the responsibility of the firm to produce products, which are having minimum impact on the environment, but ultimately it’s the consumer who is having responsibility to use eco-friendly products. Consumers are not too much concerned about the environment but as they have become more sophisticated, they require clear information about how choosing one product over another will benefit the environment. Consumer education results in their empowerment. Empowered consumers choose environmentally preferable products when all else is equal.

Ultimately green marketing requires that consumers ‘Think Green, Think clean, Think Eco-friendly’ i.e. they 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.


80


7. REFERENCES  Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000.  Marketing Management -- Philip Kotler, 2000.  Research Methodology - - C.R. Kothari

8. Bibliography  http://www.all-recycling-facts.com/eco-friendly-products.html  http://www.ecoindia.com/products/  http://www.slideshare.net/KartikMehta5/impact-of-green-marketing-oncustomer-satsifaction-and-environmental-safety-a-year-long-project-report-onbehalf-of-alkesh-sonesh-mody-institute  http://www.academia.edu/5450858/GREEN_MARKETING_CHALLENGES_AND_ STRATEGY_IN_THE_CHANGING_SCENARIO_INTRODUCTION  http://abhinavjournal.com/journal/index.php/ISSN-22771166/article/view/541  iosrjournals.org/iosr-jbm/papers/ncvbm/volume-1/6.pdf


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