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Can marketing really be green?
How does It impact on
consumer satisfaction
KARTIK MEHTA
SYMMS –A
ROLL NO: 50
Can you name a
green brand ?
Green brand examples
Green marketing: Definition
The holistic management for identifying, anticipating and
satisfying the requirements of custo...
THE AMERICAN MARKETING
ASSOCIATION (AMA) DEFINITION
 A 3 WAY DEFINTION:
 (retailing definition) The marketing of product...
Green marketing: History
7
Late 1980s: Green marketing beginning
1987: sustainable development concept (United nations)
19...
Why Green Marketing..?
• The growing awareness all over the world regarding
protection of the environment. Consumers are
b...
Arctic sea ice loss till end of 2012
Increase in Global Temperature level
The Three R’s of Environmentalism
• Reduce the amount of waste you produce.
• Reuse old items; donate to the unfortunate,
...
Objectives of Research
• To understand
• The level of awareness regarding green marketing among consumers.
• The buying be...
Sources of data
• From both primary and secondary data
• Primary data has been collected
• Through a structured questionna...
Questionnaire
ConsumerAwarenesstowardsGreenMarketing
• Demographics
• Name:
• Age:
• Gender:
• Income Group
• Are you awar...
• Do you think that green marketing and advertising are good sources of
information about green products and services?
• Y...
Green marketing: Eco labels
Eco-labels identify environmentally-friendly products
and services.
Eco-label criteria guarant...
• Improvement of image and sales of products
• Manufacturer’s being more accountable to environmental
impacts.
• Consumer’...
STATUS FOR ECO-
MARK DEVELOPMENT
1. Soaps and detergents
2. Paper
3. Food items
4. Lubricating oils
5. Packaging materials...
Green marketing: examples
10
Following the 4P’s
Marketing tool
Green marketing: examples
Innovation and eco-concept
A small hybrid concept car
Toyota FT-CH.
11
Green marketing: examples
12
Green marketing: examples
 Tescobelievesthatretailerscanplaya
positiveroleintacklingclimatechange
 Leadthewaybydramatica...
Green marketing: examples
Tom : Project Holiday (2008)
 Tompromoteditsproject«holiday
campaign»tosell30000pairsof
shoes
...
What is green washing?
“Disinformation disseminated by an organization so as to
present an environmentally responsible pub...
Why green washing?
• People are becoming more and more aware of the
dangers
• People are looking for environmentally frien...
Green washing: what’s wrong?
• It is misleading.
• Change their image
• Green washing could result in consumer and
regulat...
Green washing: firms’ examples
Falsely promoted its cars as
environmentally friendly.
Ads with GM SUV’s in natural
habitat...
THE DARK SIDE OF GREEN
ONE BIG GREEN LIE
Ford Motor Company
 In 2004 one print ad read,
"Green vehicles. Cleaner
factories. It's the right road ...
CONSEQUENCES
 Greenwashing is
misleading
 Could result in
consumer and regulator
complacency
 May also engender
cynicism
GREEN ASPECTS IN SERVICES
FINANCIAL SERVICES:
• Use of electronic printing media
• Use of technology to cut short the usag...
TRANSPORTATION SERVICES:
• Wide spread public transport
system
• Heavy investment to avoid use of
diesel
• Using recyclabl...
MEDICAL SERVICES:
• Donation camps
• Rural areas visits
• Free check-up
• Free medication
• Integration of all services
un...
EDUCATIONAL INSTITUTIONS:
• Use of electronic media to avoid paper and other stationary
• Make students participate in soc...
RETAIL SERVICES:
• Discourage plastic bags
• Wax paper printing
• Online trading
• Help raise funds for needy
• Moderate l...
CHALLENGES AHEAD
• Green products require renewable and recyclable
material, which is costly
• Requires a technology, whic...
CONCLUSION :
With the threat of global warming looming
large, it is extremely important that green
marketing becomes the n...
Conclusion
20
Be authentic
Don’t use green washing
Marketing can really
be green!
Educate your customers and give them an
...
SUGGESTIONS
• Improve awareness about green products and
there effectiveness.
• Green products should be priced according ...
Green Products And Its Characteristics
• Products are originally grown.
• Products those are recyclable, reusable and
biod...
Benefits Of Green Marketing
• It ensures sustained and long term growth
along with profitability
• It saves money in the l...
Golden Rules of Green Marketing
• Know your customer
• Educating your customers
• Being genuine & transparent
• Reassure t...
The2012, top10 GreenBrandsinIndiaare:
• 1. AMUL
• 2. Dabur India ltd.
• 3. Infosys
• 4. Taj Hotels
• 5. Britannia Industri...
• SBI Green banking programme
By using eco & power friendly equipment in its
10,000 new ATMs, SBI has not only saved power...
Going Green: Tata's New Mantra
• Tata Motors is setting up an eco-friendly
showroom using natural building material for
it...
Suzlon Energy
• The world’s fourth largest wind-turbine
maker is among the greenest and best Indian
companies in India. Tu...
Lead Free Paints From Kansai Nerolac
• Kansai Nerolac Paints Ltd., has always been
committed to the welfare of society and...
Wipro Green It.
Wipro Infotech is India's first company to launch
environment friendly computer peripherals. For
the India...
LIMITATIONS IN GREEN MARKETING
• Green products require renewable and recyclable
material, which is costly
• Requires a te...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer sa...
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Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer satisfaction

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Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.

Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.

Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.

Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.

Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.

Published in: Education

Presentation on Green Marketing and eco-friendly products|Can marketing really be green? How does it impact on customer satisfaction

  1. 1. Can marketing really be green? How does It impact on consumer satisfaction KARTIK MEHTA SYMMS –A ROLL NO: 50
  2. 2. Can you name a green brand ?
  3. 3. Green brand examples
  4. 4. Green marketing: Definition The holistic management for identifying, anticipating and satisfying the requirements of customers and society in a profitable and sustainable way » (Peattie, 1995) • Production Process compatible with the Environment • Compatible with company’s goals • Satisfy the customer’s need Requirements: Need to find a balance between these requirements
  5. 5. THE AMERICAN MARKETING ASSOCIATION (AMA) DEFINITION  A 3 WAY DEFINTION:  (retailing definition) The marketing of products that are presumed to be environmentally safe.  (social marketing definition) The development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality.  (environment definition) The efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns
  6. 6. Green marketing: History 7 Late 1980s: Green marketing beginning 1987: sustainable development concept (United nations) 1992 & 1993: green marketing reference books by Ken Peattie then Jacquelyn Ottman « Environmental issues should be balanced with primary customer needs »
  7. 7. Why Green Marketing..? • The growing awareness all over the world regarding protection of the environment. Consumers are becoming more concerned about environmental friendly product • Manufacturers have recognized environmental concerns as a source of competitive advantage. and have developed products with a green image • Various regulations recently framed by the government to protect consumers and the society at large, led to the adoption of Green marketing as a compulsion rather than a choice. • For example, the ban of plastic bags in many parts of the country
  8. 8. Arctic sea ice loss till end of 2012
  9. 9. Increase in Global Temperature level
  10. 10. The Three R’s of Environmentalism • Reduce the amount of waste you produce. • Reuse old items; donate to the unfortunate, repair if broken. • Recycle as much as possible; buy recycled products to support recycling.
  11. 11. Objectives of Research • To understand • The level of awareness regarding green marketing among consumers. • The buying behaviour of consumers related to green marketing. • How green marketing helps Company to build its image. • Initiative taken by government towards green marketing. • The success of green marketing as a corporate social responsibility. • To Eliminate the concept of waste • To Reinvent the concept of product • To Make prices reflect actual and environmental costs • To Make environmentalism profitable • To Explore the various factors which influence the green purchasing behaviour of the Indian consumer. • To give a segmented opinion of the green purchasing behaviour attitude based on their gender, family type, education level etc.
  12. 12. Sources of data • From both primary and secondary data • Primary data has been collected • Through a structured questionnaire • Personal interviews • Observations • Secondary data has been collected from • Internet • Websites • Books and journals
  13. 13. Questionnaire ConsumerAwarenesstowardsGreenMarketing • Demographics • Name: • Age: • Gender: • Income Group • Are you aware of the term “green marketing”? • Yes • No • What do you understand by the term “Green Marketing”? • Have you heard of any campaign related to Green Marketing? • Yes • No • Have you been part of any such campaign? • Yes • No • Do you consider the environmental aspects of the products before buying them? • Yes • No • Sometimes
  14. 14. • Do you think that green marketing and advertising are good sources of information about green products and services? • Yes • No • Sometimes • Do you think that Green Marketing activities are good at addressing environmental issues? • Yes • No • Do you think Green Marketing activities results in better product quality? • Yes • No • Do you think that Green Marketing strengthen company’s image in the mind of consumer? • Yes • No • Do you think that companies that focus on environment al concerns persuade consumers to buy products? • Yes • No • Are you aware of the eco-labeling initiatives of the government? • Yes • No
  15. 15. Green marketing: Eco labels Eco-labels identify environmentally-friendly products and services. Eco-label criteria guarantee that a given product or service is fit for use, and will have a reduced environmental impact throughout its life cycle. France: Worldwide: 9 EU:
  16. 16. • Improvement of image and sales of products • Manufacturer’s being more accountable to environmental impacts. • Consumer’s awareness that their choice of product do affect the environment as some products are less damaging to environmental than others Eco labeling leads to
  17. 17. STATUS FOR ECO- MARK DEVELOPMENT 1. Soaps and detergents 2. Paper 3. Food items 4. Lubricating oils 5. Packaging materials 6. Paints and powder coatings 7. Batteries 8. Electrical / electronic goods 9. Food addition 10.Wood substitutes 11.Cosmetics 12.Aerosol propellants 13.Plastic product 14.Textiles 15.Fire extinguisher 16.Leather
  18. 18. Green marketing: examples 10 Following the 4P’s Marketing tool
  19. 19. Green marketing: examples Innovation and eco-concept A small hybrid concept car Toyota FT-CH. 11
  20. 20. Green marketing: examples 12
  21. 21. Green marketing: examples  Tescobelievesthatretailerscanplaya positiveroleintacklingclimatechange  Leadthewaybydramaticallyreducing itsowncarbonfootprint. 13
  22. 22. Green marketing: examples Tom : Project Holiday (2008)  Tompromoteditsproject«holiday campaign»tosell30000pairsof shoes  Theywouldgivethesamenumber tokidsinEthopia Unprecedentedawarenessfor theircausewithoutpaidmedia. 14
  23. 23. What is green washing? “Disinformation disseminated by an organization so as to present an environmentally responsible public image.” “Green washing,” a term derived from the term “whitewashing” 16
  24. 24. Why green washing? • People are becoming more and more aware of the dangers • People are looking for environmentally friendly products • Corporations turn green washing to make themselves look more environmentally friendly 17
  25. 25. Green washing: what’s wrong? • It is misleading. • Change their image • Green washing could result in consumer and regulator complacency 18
  26. 26. Green washing: firms’ examples Falsely promoted its cars as environmentally friendly. Ads with GM SUV’s in natural habitats as if they were as natural as the surrounding trees. General Motors 19
  27. 27. THE DARK SIDE OF GREEN
  28. 28. ONE BIG GREEN LIE Ford Motor Company  In 2004 one print ad read, "Green vehicles. Cleaner factories. It's the right road for our company, and we're well underway."  But it only planned on producing 20,000 of its Hybrid SUVs per year, while continuing to produce almost 80,000 F-series trucks per month
  29. 29. CONSEQUENCES  Greenwashing is misleading  Could result in consumer and regulator complacency  May also engender cynicism
  30. 30. GREEN ASPECTS IN SERVICES FINANCIAL SERVICES: • Use of electronic printing media • Use of technology to cut short the usage of paper • High accessibility rate to reduce the mile coverage by the users and the executives • Use of air conditioners with high star-rating and CFL lighting to reduce power consumption • Green planting spread within the working space
  31. 31. TRANSPORTATION SERVICES: • Wide spread public transport system • Heavy investment to avoid use of diesel • Using recyclable products • Electric vehicles for rent
  32. 32. MEDICAL SERVICES: • Donation camps • Rural areas visits • Free check-up • Free medication • Integration of all services under one roof • Paper covers instead of plastic
  33. 33. EDUCATIONAL INSTITUTIONS: • Use of electronic media to avoid paper and other stationary • Make students participate in social welfare activities • Maintain greenery in the campus • Discourage the use of personal vehicles • Use power efficient equipment
  34. 34. RETAIL SERVICES: • Discourage plastic bags • Wax paper printing • Online trading • Help raise funds for needy • Moderate lighting • Spread maximum products • Promote green products
  35. 35. CHALLENGES AHEAD • Green products require renewable and recyclable material, which is costly • Requires a technology, which requires huge investment in R & D • Water treatment technology, which is too costly • Majority of the people are not aware of green products and their uses. • Majority of the consumers are not willing to pay a premium for green products.
  36. 36. CONCLUSION : With the threat of global warming looming large, it is extremely important that green marketing becomes the norm rather than an exception or just a fad. Make the consumers understand the need and benefits of green products as compared to non- green ones. Be authentic and don’t use green washing.
  37. 37. Conclusion 20 Be authentic Don’t use green washing Marketing can really be green! Educate your customers and give them an opportunity to participate.
  38. 38. SUGGESTIONS • Improve awareness about green products and there effectiveness. • Green products should be priced according to it’s quality. • There should not be more price difference between standard product and green product. • Green product’s quality should be better than standard products.
  39. 39. Green Products And Its Characteristics • Products are originally grown. • Products those are recyclable, reusable and biodegradable. • Products with natural ingredients. • Products contain recycled contents ,non-toxic chemical. • Products contain under approved chemical. • Products do not harm or pollute the environment. • Products that is not tasted on animals. • Products that have eco-friendly packaging i.e reusable ,refillable containers etc.
  40. 40. Benefits Of Green Marketing • It ensures sustained and long term growth along with profitability • It saves money in the long run, though initially the cost is more • It helps the companies market their products and services keeping the environment aspects in mind
  41. 41. Golden Rules of Green Marketing • Know your customer • Educating your customers • Being genuine & transparent • Reassure the buyer • Consider your pricing • Keeping consumer expectation in mind always
  42. 42. The2012, top10 GreenBrandsinIndiaare: • 1. AMUL • 2. Dabur India ltd. • 3. Infosys • 4. Taj Hotels • 5. Britannia Industries ltd. • 6. Suzlon India • 7. Hindustan Unilever Ltd. • 8. Wipro technologies ltd. • 9. Maruti Udyog ltd. • 10. Godrej Consumer Products
  43. 43. • SBI Green banking programme By using eco & power friendly equipment in its 10,000 new ATMs, SBI has not only saved power costs and earned carbon credits, but also set the right example fore others to follow. • SBI became the first Indian bank to harness wind energy through a 15 megawatt wind farm developed by Suzlon Energy.
  44. 44. Going Green: Tata's New Mantra • Tata Motors is setting up an eco-friendly showroom using natural building material for its flooring and energy efficient lights. The Indian Hotels Company, which runs the Taj chain, is in the process of creating Eco rooms which will have energy efficient mini bars, organic bed linen made from recycled paper. And when it comes to illumination, the rooms will have CFLs or LEDs.
  45. 45. Suzlon Energy • The world’s fourth largest wind-turbine maker is among the greenest and best Indian companies in India. Tulsi Tanti, the visionary behind Suzlon, convinced the world that wind is the energy of the future and built his factory in Pondicherry to run entirely on wind power. Suzlon’s corporate building is the most energy-efficient building ever built in India.
  46. 46. Lead Free Paints From Kansai Nerolac • Kansai Nerolac Paints Ltd., has always been committed to the welfare of society and the environment. Kansai Nerolac has worked on removing hazardous heavy metals from their paints. Lead in paints especially poses danger to human health where it can cause damage to Central Nervous System, kidney and reproductive system. Children are more prone to lead poisoning leading to lower intelligence levels and memory loss.
  47. 47. Wipro Green It. Wipro Infotech is India's first company to launch environment friendly computer peripherals. For the Indian market, Wipro has launched a new range of desktops and laptops called Wipro Greenware. These products are RoHS (Restriction of Hazardous Substances) compliant thus reducing e-waste in the environment.
  48. 48. LIMITATIONS IN GREEN MARKETING • Green products require renewable and recyclable material, which is costly • Requires a technology, which requires huge investment in R & D • Water treatment technology, which is too costly • Majority of the people are not aware of green products and their uses • Majority of the consumers are not willing to pay a premium for green products

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