1. 1
Abstract:
Environmental problem is a critical treat to humanity. Many developed countries have already
taken actions to prevent this problem. India is still in its nascent stage of developing green and
sustainable marketing strategies. In India majority population is young and any behavioral
change among them can create a huge turnaround for any company. This study throws light on
green marketing and its impact on youth. The research is conducted with probing questions on
environmental awareness, knowledge, perception of consumers towards green marketing and
perceived barriers faced by consumers in adopting green marketing.
Key words: Green marketing, Youth, Eco-friendly, Indian youth
Introduction:
Industries around the world have started the green initiative to counter ill effects of business
processes particularly transformation and consumption of products on natural environment and
its inhabitants. Today citizens and policy makers across the world are focused on issues such as
terrorism and economic meltdown. But at the same time environmental issues also remain high
on list of concern.
Green marketing research has come a long way. Consumers from the developed countries
including USA and Western Europe were found to be more conscious about the environment
(Curlo, 1999). Research in the last decade (Lee, 2008 2009, Rahbar and Wahid, 2011, D Souza
2004) has indicated those consumers are aware and are willing to pay more to "go green". Green
marketing came into prominence in the late 1980s and early 1990s; it was first discussed much
earlier. The American Marketing Association (AMA) held the first workshop on "Ecological
Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green
marketing entitled "Ecological Marketing".
According to Polonsky (1994) green or environmental marketing consists of all activities,
designed to generate and facilitate any exchange intended to satisfy human needs and wants,
such that the satisfaction of these needs and wants occur with minimum detrimental impact on
the natural environment.

2. A study of green behavior on Indian youth
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Reason for the study:
The objective of this research is to understand the awareness of green marketing among youth,
the perception and attitude they carry and its impact of buying behavior. For the environmental
problems faced, green marketing can be looked as one of the solution. Youth was considered
because they form the youngest population profile in different segments and locations that
influence the nation’s economic growth to a very large extent in India. Youth generally refers to
a time of life that is neither childhood nor adulthood, but rather somewhere in between. Youth
also identifies a particular mind set of attitude as “he is very youthful”.
Table: 1
Total Population 4,61,160
Dombivli City Percentage Population
0-6 age group 9 % 41,504
7-17 age group 20 % 92,232
18-28 age group 30 % 1,38,348
29 – 40 age group 25 % 1,15,290
41- above 16 % 73,785
Reference: http://www.census2011.co.in/census/city/369-kalyan-and-dombivali.html
The above table clearly shows that youth which falls under the age group of 18-28 has the
maximum contribution towards Dombivli’s population. Youth has emerged as a distinct and
powerful socio-demographic group in India. They represent India’s asset, strength, vitality, vigor
and are hope for the future of the nation. There is limited research which has examined the
impact of green marketing on consumers from emerging economies like India (Bhattacharya,
2011; Prakash, 2002).
Methodology:
The study uses a quantitative methodology to investigate the respondent’s behavior towards
green marketing. The data collection was done using structured questionnaire approach in which
close ended questions were asked from the respondents. Structured five point balanced Likert
scale (Rensis Likert 1932) was used for measuring consumer awareness, perception, attitude
towards green marketing and their decision of buying products. For the study 40 respondents
were chosen from Dombivli town Thane district Mumbai. The respondents were identified on a
convenience sample basis and were contacted in advance for scheduling the questionnaire.

3. A study of green behavior on Indian youth
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Objective of the study are:
1. To study the awareness of green marketing among the youths.
2. To study youth perception and attitude towards green campaigns.
3. To study the effect of green marketing on youths in their decision of buying products.
Factors/Variables considered for the study
Table: 2
Objectives Factors/Variables
To study the awareness of green marketing among
youth.
*Human paradigm on environment
Awareness on green marketing
To study youth perception and attitude towards
green campaign of companies
Perception towards green marketing
Attitude towards green marketing
To study the effect of green marketing on youths in
their decision of buying products
Buying behavior towards green
marketing
Buying Influencing factor towards
green marketing
Reason to purchase a green product
Reason to pay more
*Human Paradigm: To measure respondent’s general environmental beliefs
The below table indicates respondents demographic section which was captured from the
questionnaire.
Table: 3
Age Gender Qualification
18-25 39 Male Female Graduate 22
25-30 1 16 24 Post Graduate 18
30 and above 0
Monthly Income
10,000-15,000 12
15,000-30,000 9
30,000-50,000 13
50,000 and above 6

4. A study of green behavior on Indian youth
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Findings of the research:
Table: 4
Human Paradigm N Mean
There is lot of news around environment protection 40 3.57
An individual person can make certain differences in environmental problems 40 3.60
Humans have a right to modify natural environment to suit their needs 40 2.75
Being environment friendly is important 40 4.35
Companies are marketing their products as environmentally safe products 40 3.22
The average mean of the respondents is 3.50 which is above average, that is everyone is well
aware about environmental problems in world. Moreover everyone believes that it is important to
be environmental friendly. Also majority of them does not believes in modifying and damaging
the environment for their needs.
Table: 5
Awareness on Green Marketing N Mean
I believe in the concept of green marketing 40 3.57
Green marketing is an old concept 40 2.80
Everyone (all human beings) is responsible for successful green marketing 40 3.98
Government should take initiative in making companies to go green 40 4.05
Though majority of respondents are aware of the concept of eco-friendliness and recycling, still
45% have not heard of green marketing, but believing on the concept by the respondents makes
companies to build green marketing strategies. Also majority of them believes, that each and
every individuals along with government is responsible for successful green marketing
Table: 6
Perception towards Green Marketing N Mean
Eco-friendly products are good for the environment 40 4.02
Eco-friendly products are healthy 40 3.72
Eco-friendly products have a good quality/performance 40 3.67
Eco-friendly products have a good taste and/or good smell 40 3.15
Since 92% of respondents are aware of eco-friendly products they believe that it’s good to be
environment friendly.
Perception towards Green Marketing N Mean
Because there is serious environmental problem 40 3.65
Because consumers are aware of green products 40 3.25
Because companies are increasing its competitive edge 40 3.32
Because companies are attempting to address the new concern 40 3.33

5. A study of green behavior on Indian youth
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Perception towards Green Marketing N Mean
I am interested to know more about green marketing 40 4.05
Next time whenever I come across any green communications/claims on a product I
will read it.
40 3.90
Media has a great influence in trying any green product 40 3.62
More companies should focus on ecofriendly products 40 3.77
Education about green marketing is less 40 3.72
All respondents carry a positive perception towards green marketing and are ready to know more
about green marketing.
Table: 7
Attitude towards Green Marketing N Mean
Green marketing is more effective than regular marketing 40 3.42
A green product is easily identified while purchasing 40 3.15
I believe in the green claims made by the companies for their products 40 2.73
A green feature of a product is very easily identified on the product 40 3.12
Though majority of the respondents believed that green marketing is more effective than regular
marketing, but still they don’t believe on the green claims made by the companies. Also the green feature
on a product has to be more visibility to attract consumers.
Table: 8
Buying Behavior towards Green Marketing N Mean
No toxic materials are used 40 3.30
Environmentally safe to use 40 3.75
Products made or packed of recycled materials 40 3.47
I feel good about buying brands which are less damaging to the environment 40 3.70
There is enough information about green features while buying any product 40 3.00
I plan to buy green products in the future 40 3.82
Environmental safe to use was the most rated feature which majority respondents considered while
buying any green product, which was clearly visible that they felt good about buying brands which are
less damaging to the environment. Also everyone was ready to buy the green product if offered.
Table: 9
Buying Influencing Factor towards Green Marketing N Mean
Product 40 3.30
Package 40 3.40
Promotion 40 3.38
Reference from friends/family members etc. 40 3.70
Past experience 40 3.90
Past experience and reference from family member/friends was rated has the post influencing factor in
buying any green product.

6. A study of green behavior on Indian youth
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Table: 10
Reason to purchase a Green Product N Mean
I want to preserve the environment 40 3.82
I just like eco friendly products 40 3.65
I feel trendy/fashionable when I purchase eco-friendly products 40 3.28
I purchase eco-friendly products on unplanned decision 40 3.32
Was satisfied with most of eco-friendly products I bought 40 3.75
Since all were environmental concise (Table: 8) the reason to purchase any green product was to preserve
the environment in the long run. Very few felt trendy/fashionable while purchasing any green product,
which show the maturity among the respondents.
Table: 11
Reason to pay more N Mean
Enchases a quality of life 40 3.52
Environment protection responsibility 40 3.92
Potential increase of product value 40 3.60
More safe to use 40 4.10
52% of the respondents are ready to pay 50% extra for a green product which is safe to use in
long run. Respondents were ready to pay more for safe to use and for the environment protection
Discussion
Youth of today is evolving and are exposed to huge information. Undoubtedly there is
environmental awareness among the respondents, so are eco-friendly products. But still lack
consumer education about green product and it features. Green marketing provides an
opportunity to companies to increase their market-share by introducing new eco-friendly
products to have a competitive advantage. According to the study respondents believe that
government and environmental authorities should come forward and encourage companies to go
green. Also youth are ready to accept green marketing and ready to pay attention and read
whenever they come across any information. This show an indication that the market is mature
and ready to accept new and innovative product which is less harmful to nature.
Majority of the respondents believed that green marketing is more effective than regular
marketing. Apparently any green claims on the product are not visible, which gives opportunity
for product packing. Since the respondents are environmental conscious, they felt good about
buying brands which are less damaging to the environment or environmental safe to use. Since green
product and green marketing is in its infant stage respondents believed with friends/family as
recommendation for any green product. Majority respondents were ready to pay more, for they
wanted to preserve the environment, of which 52% were ready to pay 50% extra for any green
product. This denotes that market is accepting to the fact that a green product is costly than
normal one. This can gives opportunities to companies to bring in innovation and technology for
a green and sustainable product.

7. A study of green behavior on Indian youth
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References:
Journals-
“Green Marketing and Its Impact on Consumer Buying Behavior” by Prof. Aysel Boztepe
(Faith university) published in European Journal of Economic and Political Studies ejeps- 5 (1),
2012
“Youth and Consumer Behavior- A study among the college students in Thrissur district” by
Prof. Manjima M.V.(Research scholar, Dept. of Sociology, St. Teresa’s college Ernakulam)
published in cognitive discourses international multidisciplinary journal ISSN 2321-1075
Volume -1, Issue -1, July 2013.
“Green Marketing: A Study on Indian Youth” by Aditya Maheshwari, student – PGDM, Institute
of Management Technology, (IMT) Ghaziabad, India and Dr. Gunjan Malhotra, Asst Prof,
Institute of Management Technology, (IMT) Ghaziabad published in International Journal of
Management and Strategy journal ISSN: 2231-0703 Vol. No.II, Issue-3, July-Dec 2011.
“Awareness of Green Marketing and its Influence on Buying Behavior of Consumer: Special
Reference to Madhya Pradesh, India”, Dr. Shruti P Maheshwari Assistant Professor, Shri
Vaishnav Institute of Management, Indore, MP published in AIMA Journal of Management &
Research ISSN 0974 – 497 February 2014, Volume 8 Issue1/4.
Books-
“Green Marketing- Theory, Practice and Strategies” by Robert Dahlstorm
“Research Methodology in Commerce” by Michael Vaz, G.K. Kalkoti and Madhu Nair
Internet-
http://en.wikipedia.org/wiki/Green_marketing
http://www.census2011.co.in/census/city/369-kalyan-and-dombivali.html
www.hindustantimes.com