2. TABLE OF CONTENTS
ABSTRACT: ......................................................................................................3
INTRODUCTION.................................................................................................3
8 P’S OF GREEN MARKETING:.............................................................................4
RESEARCH METHODOLOGY:.....................................................................5
CONSUMERS AWARENESS ABOUT GREEN MARKETING...........................................6
CONCLUSION....................................................................................................9
3. Abstract:
Recently efforts have been made in order to achieve sustainable development,
which consists of social sustainability, economic sustainability and environmental
sustainability in order to reach well-being of present and future generations. In our
time the concern for environmental topics and sustainable development has been
increasing. Accordingly companies are trying to design new strategies for gaining
competitive advantage in the marketplace. In this paper we will attempt to examine
the attitude of 30 consumers toward eco-friendly products. Theaim of the survey is
to gather information from a consumer standpoint. We will apply various
statistical analyses to investigate the demographic variable of consumers who are
willing to pay an extra price for eco-friendly products.
Introduction
Green marketing is the marketing of products that are presumed to be
environmentally safe. Green marketing incorporates productmodification, changes
to the productionprocess, packaging changes, modifying advertising, hoodwinking
consumers, and compliance constraints.
Green marketing is part of the new marketing approaches which do not just
refocus, adjust or enhance existing marketing thinking and practice, but seek to
challenge those approaches and provide a substantially different perspective.
Misleading or overstated claims can lead to regulatory or civil problems. The
Federal Trade Commission provides some guidance on environmental marketing
4. claims and constraints.
Half of Occidentals are willing to pay a little extra for green products. An
important challenge facing green marketers is to identify which consumers are
willing to pay more for green products. An enhanced knowledge of the profile of
this segment of consumers would be very profitable.
8 P’s of Green marketing:
Product: A producershould offer ecological products which not only must not
contaminate the environment but should protect it and even liquidate existing
environmental damages.
Price: Prices for such products may be a little higher than conventional
alternatives. But target groups are willing to pay extra for green products.
Place: A distribution logistics is of crucial importance; main focus is on
ecological packaging. Marketing local and seasonalproducts, e.g. vegetables from
regional farms, is easier to be marketed green than products imported.
Promotion: A communication with the market should put stress on environmental
aspects. This may be publicized to improve a firm’s image. Furthermore, the fact
that a company spends expenditures on environmental protection should be
advertised. Sponsoring the natural environment is also very important. Ecological
products will probably require special sales promotions.
5. Publics: Effective Social Marketing knows its audience, and can appeal to
multiple groups of people. Public is the external and internal groups involved in
the program. External publics include the target audience, secondaryaudiences,
policymakers, and gatekeepers, while the internal publics are those who are
involved in some way with either approval or implementation of the program.
Partnership: Most social change issues, including green initiatives, are too
complex for one person or group to handle. Associating with other groups and
initiatives to team up strengthens the chance of efficacy.
Policy: Social marketing programs can do well in motivating individual behavior
change, but that is difficult to sustain unless the environment they're in supports
that change for the long run. Often, policy change is needed, and media advocacy
programs can be an effective complement to a social marketing program.
Purse Strings: How much will this strategic effort cost? Who is funding the
effort?
RESEARCHMETHODOLOGY:
In the present research 30 people is selected in the Hyderabad city ( 18
people are working and 12 are students) a structured questions were asked to
them and ask them to scale the answer to 5 points
few yes/no questions were asked to them
The research is based on primary as well as secondary data.
The study is based on sample approach
6. Consumers awareness about green marketing
1. I believe in the conceptof green marketing?
Rating scale No. of respondent % of respondent
5) strongly agree 21 70%
4) agree 3 10%
3) neutral 2 6.7%
2) disagree 1 3.3%
1)strongly
disagree
3 10%
Total 30 100%
Respondents said strongly agree that they believe in the conceptof green
marketing
2) I am aware of companies going green?
Rating scale No. of respondent % of respondent
5) strongly agree 17 56.7%
4) agree 6 20%
7. 3) neutral 3 10%
2) disagree 2 6.7%
1)strongly
disagree
2 6.7%
Total 30 100%
Respondents Strongly Agree about the awareness of companies going green which
can be inferred from the computed mean.
3) I feel that the regular marketing techniques harm the environment?
Rating scale No. of respondent % of respondent
5) strongly agree 20 66.7%
4) agree 2 6.7%
3) neutral 2 6.7%
2) disagree 0 0%
1)strongly
disagree
6 20%
Total 30 100%
Majority the respondentbelieve that present marketing technique can harm the
environment
4) Government should only take initiative in making companies to go green?
Rating scale No. of respondent % of respondent
8. 5) strongly agree 9 30%
4) agree 2 6.7%
3) neutral 18 60%
2) disagree 0 0%
1)strongly
disagree
1 3.33%
Total 30 100%
Majority the respondentbelieve that Government should take initiative in making
companies to go green
5) Do you realize the importance of greenmarketing?
Rating scale No. of respondent % of respondent
yes 24 80%
no 6 20%
TOTAL 30 100%
Majority of the people realize the importance of green marketing
6) Are you ready to pay extra for greenproducts?
Rating scale No. of respondent % of respondent
yes 22 73.33%
no 8 26.67%
TOTAL 30 100%
9. Majority of the people is ready to pay more for green product.
7) Is green marketing is a way towards sustainability?
Rating scale No. of respondent % of respondent
yes 25 83.33%
no 5 16.67%
TOTAL 30 100%
Most of the people believe in the conceptof green marketing and believe that it
will help them to reach sustainability.
Conclusion
From the above study based on sample it can be seen that:
Most of the people know about the conceptof green marketing.
People are also aware the companies are going green.
People also know that non green marketing techniques are harmful for
environment.
Majority of the people are neutral that it’s not only government but also
people go for green marketing.
Most of the people realize the importance of green marketing.
10. Most of the people are ready to pay extra for the green products
Many people think that green products are a way towards sustainability.
