“A STUDY OF CONSUMER AWARENESS TOWARDS GREEN FOOD PRODUCTS IN PUNE CITY”

A
DISSERTATION REPORT
ON
“A STUDY OF CONSUMER AWARENESS TOWARDS GREEN FOOD PRODUCTS IN
PUNE CITY”
BY
ANKUSH D SONWANE
(BATCH 2013-2015)
UNDER THE GUIDANCE OF
PROF. Dr. ANUJA JOHRI
SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE
DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA)
MBA DEPARTNENT
PIMPRI CHINCHWAD COLLEGE OF ENGINEERING NIGDI PUNE- 411044.

Declaration
I, Ankush Diliprao Sonwane, hereby declare that this Dissertation Project entitled “A STUDY
OF CONSUMER AWARENESS TOWARDS GREEN FOOD PRODUCTS IN PUNE
CITY”written and submitted by me to the University of Pune, in partial fulfillment of the
requirement for the award of degree of Master of Business Administration under the guidance of
(Prof. Dr. Anuja Johri) is my original work and the conclusions drawn therein are based on the
material collected by myself
Place: Pune
Date: _____________ Name and signature

ACKNOWLEDGEMENT
I express my deep sense of indebtedness and sincere gratitude to the Principal, Dr.A.M.
Fulambarkar for having allowed me to undertake the project work. My warmest thanks to the
Prof. Dr. Anuja Johri (Internal Gide) for valuable guidance and generous support he has given
me all through the tenure of my project.
I would like to express my deepest sentiments of gratitude to all those who have helped me.

Index
Sr.No. Topic Page No.
1 Introduction Of Project 4-9
2 Literature Review 10-15
3 Research Methodology 16-20
4 Analysis & Interpretation of the data 21-30
5 Findings 31
6 Suggestions 32
7 Recommendations 33
8 Bibliography 34
9 Annexure 35-37

Introduction of project
In the last decades the uncontrolled impact of industrial activities on the natural
environment has created critical ecological concerns. The aggravation of phenomena like
climate change, ozone depletion, over exploitation of natural resources, air pollution, and
toxic wastes are harming the sustainable development of the planet and of the economic
system. For marketers, environmentalism has become a criterion influencing customer
purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)
emanated from criticism that the marketing concept ignored the impact of individual
consumption upon the society as a whole. Terms like green marketing and green
customer have evolved and a lot of work is being done to understand the awareness levels
of the customer, their attitudes towards the green products and their willingness to accept
and pay a premium for the green products.
Every year people living on the earth throw away enough garbage to cover a huge part of
the world. Most of the waste ends up in landfills which are very costly and which may
have a major impact on the environment and on the health of the people living on this
planet. Saving the environment has become a big issue in recent times. The messages are
being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our
way to a healthier planet. Over the years, it is told to us that cool cars would make us free
and diet soda would make us popular. But there is some things money and advertising
can’t buy, and a clean environment is one of them. The hard fact is that global warming,
deforestation and other earthly ills cannot be solved by switching brands. It takes
resources to manufacture and transport all products, even those made from recycled
content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.
Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word
now co-opted in the sales of services, the three R's are a phrase and a principle worth
reviving.

This study focuses on consumers and consumer behaviour in relation to environmental
friendly products. It starts from the assumption that environmental problems are closely
related to individual consumer behaviour, and that individual behaviour is one of the
major causes for the existing environmental problems. Without substantial changes, in
the long term these consumption practices present a serious threat to the environment and
to society as a whole.

Project Title:
“A study on consumer awareness towards selected Green Food Products
in Pune city.”
Objectives of the Study
Research Objectives
The research objectives was discovered through the conversation with the general citizens
which conform the need for the research related to the awareness level of consumers about
selected green products.
Finding thus, based on the literature searches and additional conversation, the research
questions were converted into the following primary objectives:
When primary objectives were achieved , a clearer picture was established about the awareness
level towards selected green products
Primary Objective
1. To study the consumer buying behaviour towards selected green food products.
Secondary Objectives
1. To understand the green products and the Green marketing concept as a recent
strategic tool for sustainable development.
2. To examine the extent of consumer towards the selected green products.
3. To study the consumers objectives behind purchase of selected green products.
4. To explore the demographic profile and buying behaviour of the consumer of
green products.
5. To understand the promotional tools for the effective communication about
selected green food products and preparing effective promotional mix for the
same.
This allows the researcher to make pertinent recommendations that industry and
academics find relevant, useful and possible to implement, or to be used as a base for further
research.

Why you have chosen this company & this project
With India’s strong economic growth is increasing consumers’ income gave boost
to the different industries in India. In this chapter, researcher has highlighted and
overviewed the industries related to the selected green products.
Location
Pune and PCMC Area.

LITERATURE REVIEW
Dileep Kumar (2010)-analyzed that how far the hotel business organizations in the tourism
sector meet the customer’s needs through green marketing effort and how they influence the
consumer behavior and their satisfaction by inducing environmentally responsible behavior.
Vijay Jain et al (2010)-summarized the three C‟s process for green marketing implementation
as Consumer Value Positioning, Calibration of Consumer Knowledge and Credibility of product.
ArteeAggrawal et al (2010) outlined that Eco-responsible (Green) organizations have a tough
task to optimize their product offering mix in such a way so that they can not only attract
customer towards them but also can have their products price competitive.
Ramakishen et al (2010) understood that the factors for going green as Goodwill,
Differentiation, Competition, Pressure Groups, Government Pressure, Customer Demand, New
Market Entry The study conducted by
Sourabh Bhattacharya (2011) states that the green marketers in India should carry out heavy
promotional campaigns, because majority of the Indian consumers are price-sensitive and are not
sure about the quality of green products. The study by
SaloniPawanDiwan& B. S. Bodla (2011) observed that it is not a smooth sailing of the ship
carrying green products and services in the sea of intense competition. The boat can encounter an
iceberg of increased cost and prices and inflated claims of “greenness”.
Selvakumar& Ramesh Pandi (2011) indicated that Green Marketing is not all about
manufacturing green products and services but encompassing 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.
MoloyGhoshal (2011) examined that green marketing was still in infancy. In the perception of
marketing scholars, green marketing refers to eco-level and market segmentation and the role of
structural factors and economic incentives in influencing consumer behavior. The green
marketers must understand to satisfy two objectives: improved environmental quality and
customer satisfaction.
The study by Ann Kronrod et al (2012) highlighted and explained the surprising prevalence of
assertive environmental messages in the media. Environmental agencies, which are populated
with people who perceive protecting the environment as a highly important issue, should
understand that not all consumers are as informed and concerned about the environment.
Robert Dahlstrom (2011) examined that Green Marketing has positive influences on multiple
participants in the economy. The environment, developing economies, consumers, corporate
strategy, the product, production processes, and supply chain benefit from green marketing.

Green marketing firms establish strategic alliances with government, local communities,
nongovernmental organizations (NGOs), industry experts, and competitors. According to
Roger A Kerin et al (2007), Green Marketing takes many forms. It comes from product
development opportunities that emanate both from consumer research and its “Pollution
Prevention Pays” program. This program solicits employee suggestions on how to reduce
pollution and recycle materials.
Biji P Thomas & H NanjeGowda (2010) highlighted that environmentally friendly buildings
are also known as Green Buildings. Some of the visible “green” features, such as exterior
window shading, good delighting, green (landscaped) roofs, and natural ventilation chimneys are
often considered as the signals of being green.
RakeshRajpal et al (2011) analyzed that Green Supply Chain Management (GSCM) is a
relatively emerging issue for the majority of Indian Corporations. The findings of this study
indicated that industries should emphasize on supplier management performance in adoption of
green supply chain management. Implementing Green supply chain properly will drive real
business value.
Environmental Marketing & Sustainability Ashwini Kumar Sharma (2010) conceptualized
that the green building concept in real estate not only enhances the marketability of a project, but
also addresses important national priorities, such as water conservation, handling of consumer
waste and energy conservation.
Biji P Thomas & H NanjeGowda (2010) highlighted that environmentally friendly buildings
are also known as Green Buildings. Some of the visible “green” features, such as exterior
window shading, good daylighting, green (landscaped) roofs, and natural ventilation chimneys
are often considered as the signals of being green.
The study by RakeshRajpal et al (2011) analyzed that Green Supply Chain Management
(GSCM) is a relatively emerging issue for the majority of Indian Corporations. The findings of
this study indicated that industries should emphasize on supplier management performance in
adoption of green supply chain management. Implementing Green supply chain properly will
drive real business value.
Environmental Marketing & Sustainability Ashwini Kumar Sharma (2010) conceptualized
that the green building concept in real estate not only enhances the marketability of a project, but
also addresses important national priorities, such as water conservation, handling of consumer
waste and energy conservation.
Andrew S.Winston (2010) summarized in their study that Companies and countries must deal
with current and longer-term environmental issues while simultaneously working on current
economic challenges. The four areas of focus mainly “Get Lean, Get Smart, Get Creative, Get
people engaged” will benefit your company today and tomorrow. In short, green isn’t a
tangential pursuit that distracts from the real work of the business.

According to YvonChouinard et al (2012), Sustainability is survival. The essential “services”,
such as clean water, clean air, arable land, and a stable climate, are what all businesses depend
on to survive. Sustainability is not a tomorrow problem, but it is a movement.
Gregory Unruh and Richard Ettenson (2010) found that Green growth is at the top of many
leaders‟ agendas, but the way forward is rarely clear. The three broad product strategies like
Accentuate, Acquire and Architect should align green goals with your capabilities.
From the study by Elangovan et al (2006), it was clear that there is a growing concern for
environmental degradation and the resultant pollution all over the world. Industrialization,
Urbanization, new consumption pattern and social linkages are mainly responsible for the
present state of environmental degradation.
In their analysis by PravinAgrarwal et al (2010) found that the Kyoto Protocol had been signed
in the year 1997 to tackle the effect of global warming. India may think of having its own carbon
credit market, where energy intensive firms may purchase carbon credit internally from other
energy efficient firms.
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.
Kupuswamy&VenkatramaRaju (2011) examined that the initiatives undertaken by the
companies to improve Energy Efficiency, devising ways and means for re-use of energy, oils and
materials to promote Resource Conservation. It highlights the development of sustainability at
three levels, namely, Strategic Level, Relationship and Co-ordination Level and Operating Level.
In their study by
MuthamizhVendanMurugavel (2010) found that, the impact of global warming is likely to hit
developing countries hardest. Global warming threatens availability of fresh water, food security
and productivity of natural resources.
Philip Kotler (2011) recognized that the Companies need to make drastic changes in their
research-and-development, production, financial, and marketing practices if sustainability has to
be achieved. The several environmental challenges to be considered in the sustainability are
change in the composition of the atmosphere, depletion of the ozone layer, Soil degradation and
increased desertification, Increased air and water pollution.
SmithaKhare (2011): Amid ecological debates and the alarm bells over global warming, a
resolute Indian is firm on making the country greener. Environmental consciousness is gradually
becoming part of today‟s lifestyle with everyone chipping in to make the country greener.
Martin Wright (2011): In a world of dwindling natural resources, sustainability is no longer a
fashionable word. It makes business sense. Leading companies are adapting fast. Unilever has

committed to halving its environmental impact by 2020- while doubling sales. Wal-Mart plans to
have 100% of its energy needs met from renewable.
David L. Loudon & Albert J. Della Bitta (2010) signified that the “green” movement is
growing extensively and marketers are seeking to cash in on an environmental awakening.
“Green” may be to the 90s what “light” was to the „80s, with products clamoring to show how
they are environmentally sensitive.
Philip Kotler& Kevin Lane keller (2011): Companies that mound “green programs” can face
two main problems: consumers may believe that product is of inferior quality of being green and
consumers feel the product is not really that green to begin with.
Michael R. Solomon(2009) identified that firms that adopt the philosophy to protect or enhance
the natural environment as they go about their business activities is an instance of green
marketing. Marketers point to a segment of consumers who practice LOHAS – an acronym for
“Lifestyles of Health and Sustainability
The study by Henry Assael (2006) observed that In U.S., Companies have taken actions to
promote environmental controls towards green marketing; For example : Reynolds Wrap
promotes recycling , while Crane Papers advertises the natural content of its products,
McDonald’s switched from plastic to paper wrapping and uses recyclable products to build its
restaurants.
Douglas J. Darymple& Leonard J. Parsons (2002) believe that the “green” movement is a
answer for business to produce more environmentally safe products. This approach is known as
green marketing. Environmentalism is only one aspect of responsible conduct. The products
should be designed for recyclability where possible.
Fertiliser Marketing - Organic FertiliserThe study by Pallavi (2011) found that the
technological breakthrough in agriculture, popularly known as the green revolution, which took
place in Indian agriculture from the 1970s onwards, has considerably increased the income of
rural India. The overall marketing mix has changed from the traditional „4 Ps‟ to the new „4
As‟, i.e., Affordability, Awareness, Availability and Acceptability.
Venugopal et al (2011) in their study elucidated that Horticulture has emerged as an
indispensable part of agriculture, offering a wide range of choices to the farmers for crop
diversification.
The study by Chennakrishnan (2011) outlined that, with growing consumer appreciation of
organically grown fruits, there is an increasing demand for organically grown bananas. has the
potential to emerge as a major exporter of organically bananas by promotion of bio-fertilizers,
bio-pesticides, recycling the wastes of eco-friendly inputs and setting up national certification
schemes and accreditation agencies to certify organic products in the country.

Consumers’ Attitude & Perception
The study by Ranjith&ElaGoyal (2011) highlighted that highest brand memory, brand recall,
brand that connects with the people, pricing, overall satisfaction in long life of the product and
communication programs designed by the company are the parameters that influence the
consumer perception.
From the study by Bhaskaran&SuchitraMohanty (2008), it has been observed that The
concept of organic agriculture is very wide and holistic which is close to sustainable agriculture.
Organic agriculture is a method of agricultural production that supports the environment. It uses
minimum external input and recycles the on-farm resources efficiently.
Significance of the Research
The construction sector in India is a significant contributor to the National income. This
sector contributes to about 8-10 % of India‟s GDP. The real estate comprising of housing,
commercial and retail is growing at a rapid rate and is poised to emerge as one of the most
preferred investment destination for the local Indians and well as the foreign investors. At the
same time it is appeared to be confusion as to whether eco friendly buildings are built with high
quality materials and with recycled materials. However, that more attention could be paid to
clarify to consumers that the products used to construct green homes are durable as well as
environmentally friendly. Since this concept is new in Pune lot of misinterpretations and
confusion is there amongst the customers. So there is a enormous necessity of proper research in
this area.
Green Marketing-Need In today’s innovative business world of high technology due to
growing community and consumer interests in green and socially responsible products, increased
community pressure on companies to internalize externalities, such as health issues,
neighborhood amenity, climate change; environmental and governmental legalizations and
initiatives; innovative technologies and approaches of dealing with pollution, improved resource
and energy efficiency, and to retain old (loyal and profitable) customers and consumers, it is very
much urgent to implement green marketing.
Further green management produces new environment friendly customers which lead to increase
in sales and profits of an organization that leads to growth and development of business; it also
leads to good public image of the organization. In the present times when the government
regulations around the globe are very strict and the whole world is talking about global warming
,climate change and environment protection the companies would be left with no option but to
adopt green marketing otherwise it might be too late to survive in the greener world. The
consumer’s world over in general and India in particular are increasingly buying energy efficient
products.

RESEARCH METHODOLOGY
RESEARCH PROCESS
Research exercise may take many forms but systematic enquiry is features common to all such
forms. Being a systematic enquiry, it requires careful planning of the orderly investigation
process.
STAGES IN THE RESEARCH PROCESS
In planning and designing a specific research project, it is necessary to anticipate all the steps
that must be undertaken if the project is to be successful in collecting valid and reliable
information.
The steps of marketing research process are highlighted in the following flow diagram.
Defining
Problem
Extensive
Literature
survey
Planning
Research
Design
Collect the
data
Analyze
the data
Formulation
of conclusion
Prepare
and present
the report
Sample
Design
Sample
Design

RESEARCH DESIGN IS CLASSIFIED AS FOLLOWS
Research Type
The type of research conducted for this dissertation Research project is Descriptive Research.
Descriptive Research Design:
It includes surveys and fact finding enquiries of different kinds. It is a fact- finding
investigation with adequate interpretation. It is the simplest type of research, and is more specific
than an exploratory study, as it focuses on particular aspects of the problem being studied, so
research design used for this project was descriptive research design.
Descriptive research method was the best method applicable to the existing problem mentioned
in this project report. Here the study is conducted to determine the fact
RESEARCHDESIGN
EXPLORATORY DESCRIPTIVE
CASUAL /
EXPERIMENTAL

1. Sample Design
Sampling
An integral component of a research design is sampling plan. Specifically, it addresses three
questions:
1) Whom to survey (the sample unit)?
2) How many to survey (the sample size)? &
3) How to select them (the sampling procedure)
Making the entire universe will be impossible on the account of limitation of time and money.
Hence sampling becomes inevitable. A sample is only a portion of the universe of population.
According to Yule, “The object of sampling to get maximum information about the
parent population with minimum efforts. Properly done procedures are the representative data of
the entire population”.
Sampling Unit
A decision has to be taken concerning a sample unit before selecting
sample. Sample unit may be geographical one such as State, District and Village etc. The
researcher will have to decide one or more unit that has to select for his study
Sampling Methods
Probability sampling is known as random sampling or chance sampling. Under this sampling
design every item of the universe has equal chance or probability.
• Sample random sampling
• Systematic sampling
• Stratified sampling
• Cluster and Area sampling
• Sequential sampling
• Multi stage sampling
Non Probability Sampling is also known as deliberate sampling, purposive and judgmental
sampling. Non probability samplings are those that do not provide every item in the universe
with a known chance of being include in the sample. Non probabilities are of following types:
• Convenience sampling

• Quota sampling
• Judgemental sampling
• Panel sampling
2. Collecting the data
The data collection process follows the information of research design including the sample plan.
Data, which can be secondary or primary, can be collect using variety of tools. These tools are
classified into two broad categories, the observation method and the survey methods, all of
which have inherent advantages and limitations.
a) Primary Data
In most research areas, field survey is commonly used to collect primary data from the
respondents. Surveys can be
1) Personal Interview
2) Questionnaire
It is common practice to use structured questionnaires prepared in advanced, to elicit the
necessary from the respondents. Whether it is personal or mail survey, it is necessary to design
suitable questionnaire, conduct a pilot survey and undertake a pre-testing of the questionnaire.
In this project report, primary data is collected through questionnaire by personal
interview method
b) Secondary Data
Secondary data means data that are already available, it means which have already been
collected and analysed by someone else. When research utilizes secondary data, research has to
look into various sources from where researcher can obtain data; usually data published is
available in
a. Technical & trade journals;
b. Books, magazines and newspapers;
c. Reports and publications of various associations connected with
Business and industry;
In this project report, the secondary data is collected external sources such as Books,
Magazines.

Research step Related to the project
Define research & formulate problem Eco-friendly house
Research Design Descriptive Research
Determining sample design Location – Pune City
Sample unit – Pune City
Sample Size – 60 respondent
Sampling Method – Simple Random
Sampling
Collect
The
Data
Primary data-
collection
Primary data is collected through
questionnaire by personal interview
method
Secondary data Website & reference book, from various
newspapers to analyze data.
Analysis of collected data Through tabulation and chart by using MS
excel to analyze data
Generalization & interpretation Interpretation of data is done after every
question in this project
Preparation of report Prepare the final report
Scope of the Study:
The study will be limited to the eco friendly buildings with the purpose of gaining a
deeper understanding of green consumer, their awareness and the attributes attract them towards
the same. Due to the time constraint the geographic scope will be limited to Pune city. And the
time scope of the study will be limited to the present scenario and the current situation in the
market.

DATA ANALYSIS & INTERPRETATION
Q1. What does green building mean to you?
Options Respondent percentage
No idea 10 17%
Environmental friendly 25 42%
Durable 3 5%
Easy to maintain 5 8%
Quality material 3 5%
Better build homes 4 7%
Save me money 8 13%
Energy efficiency 0 0%
Healthy indoor air 2 3%
Interpretation
People know about the eco-friendly building the 42% people are know the environmental
friendly building
17
425
8
5
7
13
0
3
percantage
no idea
environmental frindely
durable
easy to maintain
quality material
better build homes
save me money
energy efficant
health indoor air

Q2. Do you live in a green home?
Options Respondent Percentage
Yes 20 33%
No 37 62%
Don’t know 3 5%
Interpretation
33% people are living in the green home, and 62% people are not living in the green
home and 5% people don’t know about green home.
20
37
3
Yes
No
Don’t know

Q3. How did you first learn about green building?
Sales office 4 7%
Builder 6 10%
Television 5 8%
Magazine 10 17%
Newspaper 5 8%
Web site 20 34%
Friends 0 0%
Broacher 8 13%
Any other 2 3%
Interpretation
We ask the people how you about the green homes the 34% web site and internet and
17% people know from the magazine throw all throw know that.
4
6
5
10
5
20
0
8
2
Respondent
Sales office
Builder
Television
Magazine
Newspaper
Web site
Friends
Broacher
Any other

Q4. Have you recently seen or heard any information, advertising or articles about green
building? If so, where did you see it?
Builder 30 50%
Supplier 2 3%
Real estate agent 20 34%
Home show 5 8%
Television 3 5%
Any other 0 0%
Interpretation
The information about the green home people heard from 50% knowthrow the builder
and 34% know throw the real estate agent
30
2
20
5
3
0
Respondent
Builder
Supplier
Real estate agent
Home show
Television
Any other

Q5. What degree was buying green part of your decision in purchasing a new home?
Very much part of my decision 10 17%
Some what 35 59%
A little 5 8%
Not at all part of my decision 2 3%
Don’t know 8 13%
Interpretation
People purchase the green home the 59% people say some what we purchase the homes
13% people don’t know they buy or not.
10
35
5
2
8
Respondent
Very much part of my
decision
Some what
A little
Not at all part of my
decision
Don’t know

Q6. To what degree is buying green part of your decision in purchasing eco-friendly home
products?
Some what 8 13%
A little 10 17%
Don’t know 2 3%
Interpretation
38% very much a part of my decision to buy a eco-friendly product to their home for use
29% people a little confuse about they are using or not.
23
8
10
17
2
Respondent
decision
Some what
A little
decision
Don’t know

Q7. To what degree was buying green part of your decision in remolding / updating your home?
Some what 23 38%
A little 16 27%
Don’t know 0 0%
Interpretation
We ask people to you change your home to updating to green home 38% say some what
we change the home and 25% are say we do that as green home.
15
23
16
6
0
Respondent
decision
Some what
A little
decision
Don’t know

Q8. To what degree was buying green part of your decision in purchasing a new home?
Some what 16 27%
A little 15 25%
Don’t know 0 0%
Interpretation
We ask people to you buy a green home for living 30% people are strongly agree to the
buy the home and 27% will be by the home.
18
16
15
11
0
Respondent
decision
Some what
A little
decision
Don’t know

Q9. When thinking about purchasing home cleaning products, how important to you is it that it
be a green product?
Some what 8 13%
A little 16 27%
Don’t know 2 3%
Interpretation
People are interested to buy home cleaning product for home the 32% are say extremely
important to do that and 27% people say not very important.
19
8
16
15
2
Respondent
decision
Some what
A little
decision
Don’t know

Q10. When thinking about purchasing your next new home, how important to you is it?
Extremely important 25 42%
Somewhat important 7 12%
Not very important 25 42%
Not at all important 3 4%
Don’t know 0 0%
Interpretation
You buy your next home we ask to people say that 42% say is not as important to buy
green home and 42% say they will buy the home.
25
7
25
3
0
Respondent
Extremely important
Somewhat important
Not very important
Not at all important
Don’t know

FINDINGS
• Although the green building market is growing nationwide, data indicates that significant
outreach efforts are needed to encourage demand for green homes in pune city.
• Data seems to indicate that residents are not clear on what eco friendly‟ means but lot of
interest was noticed in understanding the concept.
• Most of the respondents are not aware about the certification programs currently
available in Pune city.
• Data showed that using tradition media (television, newspapers, and magazines) are the
means through which most people have learned about this concept of eco friendly
buildings.
• In response to the questions on how green homes compared to conventionally built
homes, interviewees consistently indicated that they were more environmentally friendly.
Their responses, however, were not as consistent with regard to water conservation,
energy efficiency and material and building quality. This seems to indicate that residents
do not link energy/water conservation and quality of materials with environmental
quality.
• Most of the respondents were thinking that green built buildings were not easy to
maintain and such buildings are built with recycled materials.
• Majority of respondents agreed that eco friendly buildings are durable and they are made
of Quality construction materials.
• According to the respondents Eco friendly buildings provide Healthy indoor air and have
better landscaping.

SUGGESTIONS
• This research points out to the continued need for education and both environmental and
economic benefits of the eco friendly buildings.
• Continued efforts are needed to build label recognition for the green Certification
programs currently available for the Pune city. This will help to explain the deeper
meaning of green building to the public and also encourage continued market growth.
• Even though the green building market share is continuing to grow rapidly, the lack of
understanding of what „green building‟ means points to the need for continued outreach
efforts.
• Results show that television, newspaper and magazines are the primary ways through
which people first learned about green building and very few respondents received
information through the real estate agents, sales offices and concerned people.
• A further exploration of point-of-sale (sales offices, builder/contractor, real estate agents)
education and outreach options is necessary. Workshops for real estate agents and offices,
and builders can help educate industry members and better allow them to explain options
to potential customers. Additionally, having literature available on green building at real
estate agents and builders offices can provide a stimulus for the consumer to initiate a
conversation about green options available to them as they consider buying or building a
new home.
• This data demonstrates that existing confusion in the industry regarding best material
choices is influencing consumers‟ perception of the durability and quality of materials
being used in green homes.

RECOMMENDATIONS
The survey resulted into following conclusions:
This study has empirically examined how awareness andperception of Pune city people influence
intention towardsliving or purchasing green home. Initially, the survey findings suggest that
Pune city consumers’ level of understanding ofgreen features and green purchase intention are
rather lowexcept energy saving attribute. The findings shows that the most of Pune (85%) are
caught running up huge electricitybill at home affect to use energy savings bulbs & saveenergy.
It turns out that people are now reverting to greenenergy as well. Anyhow, most of the
respondents (80%) areaware sola power but they have no intention to apply it fortheir home
because of the high initial costs.

BIBLIOGRAPHY
References
1. Lakshmi, D. 2008. Green buildings in India Emerging Business Opportunities,
2. Indian Green Building Council.[Retrieved 07.09.08].
3. Baird, G. (2010) Sustainable Buildings in Practice: What the Users Think, Abingdon,
London, UK, Routledge
4. Green Building Awareness This report is available on the Department of Ecology‟s website
at www.ecy.wa.gov/biblio/0807019.html
Books
1. Allen, T. & Thomas, A. 2000. Poverty and Development into the 21st Century.
2nd edition. New York: Oxford University Press.
2. Baker, S. 2006. Sustainable Development. London & New York: Routledge.
3. Kreith, F. &Goswami Yogi, D. 2007. The Handbook of energy efficiency
4. and renewable energy. New York: CRC Press.

ANNEXURE
Dear Sir/Madam,
I the student of Pimpri Chinchwad College Of Engineering Nigdi Pune.of MBA is doing a brief
survey to find out more about A study of consumer awareness towards Eco friendly buildings in
Pune city.I would be grateful if you could spare a few minutes to participate in it. Thank you for
your cooperation.
Person Name -______________________________________________________________
Telephone/ Mobile -____________________________________________________________
Family income- _________________________________________________________
Mail-id- ___________________________________________________________________
1. What does “green building” mean to you?
A. No idea ____
B. Environmental friendly ____
C. Durable ____
D. Easy to maintain ____
E. Quality materials, construction ____
F. Better built homes ____
G. Saves me money _____
H. Energy efficiency ____
I. Healthy indoor air ____
2. Do you live in a “green” home?
A. Yes ____
B. No ____
C. Don’t know _____

3. How did you first learn about “green building”?
A. Sales Office/Model home ____
B. Builder/contractor ____
C. Television ____
D. Magazine ____
E. Newspaper ____
F. Web site ____
G. Friend’s ____
H. Broacher ____
I. Any other _____________________________
4. Have you recently seen or heard any information, advertising or articles about
green building? If so, where did you see it?
A. Builder ____
B. Supplier ____
C. Real estate agent ____
D. Home shows (other) ____
E. Television ____
F. Any outher_______________________________
5. To what degree was buying “green” part of your decision in purchasing a new
home?
A. Very much a part of my decision ____
B. Somewhat ____
C. A little ____
D. Not at all part of my decision ____
E. Don’t know ___
6. To what degree is buying “green” part of your decision in purchasing home cleaning
products?
B. Some what ___
C. A little ___
D. Not at all part of my decision ___
E. Don’t know ___

7. To what degree is buying “green” part of your decision in remodeling/updating
your home?
A. Very much a part of my decision ___
B. Some what ___
C. A little __
E. Don’t know ___
8. To what degree was buying “green” part of your decision in purchasing a new
home?
B. Some what _____
C. A little ____
E. Don’t know ___
9. When thinking about purchasing home cleaning products, how important to you is
it that it be a “green” product?
A. Extremely important ___
B. Somewhat important ___
C. Not very important ___
D. Not at all important ___
E. Don’t know. ___
10. When thinking about purchasing your next/a new home, how important to you is it?
A. Extremely important ___
B. Somewhat important ___
C. Not very important ___
D. Not at all important ___
E. Don’t know. ___
Thanks

“A STUDY OF CONSUMER AWARENESS TOWARDS GREEN FOOD PRODUCTS IN PUNE CITY”

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“A STUDY OF CONSUMER AWARENESS TOWARDS GREEN FOOD PRODUCTS IN PUNE CITY”