This document provides an overview of green marketing practices in India, including challenges and opportunities. It discusses how consumer adoption of green products is growing in India due to environmental concerns. However, high costs and lack of awareness remain barriers. The document then covers key concepts of green marketing like the 4Ps framework and strategies companies can use like green design, packaging, and pricing. It analyzes the need for green marketing in India and provides case studies of companies implementing green practices.

1. Consumer Adoption of Green Marketing Practices in India - Challenges & Prospects
(Capstone Project)
By
Alokeparna Chakraborty
FMS-MBA-2020-22-007
Guide: Prof. Dr. Bhubaneswari Bisoyi
Sri Sri University
CUTTACK -754006
17/02/2022

2. ABSTRACT:
In this evolving world, the notion of sustainable development is gaining traction, as obtaining
progress at the expense of rapid depletion of natural resources is no longer preferred.
Environmentalists point to the industrial sector as the principal source of diminishing natural
resources. There is no way the world could ever maintain itself. As a result, it necessitates the
participation and contribution of customers and organisations in order to safeguard it and raise
awareness of environmental challenges, such as global warming, which now affects every
human on the planet. As a result, the industrial sectors are under increased pressure to exercise
extreme caution in these areas and meet market expectations. To address these challenges, a
new concept known as green marketing has arisen in today's globalized world, in which the
manufacturing, consumption, and marketing of products may be carried out successfully to
ensure environmental safety. Consumers and producers have focused their efforts on
environmentally friendly items such as low-power consumption (energy-efficient) electrical
appliances, organic foods, lead-free paints, recyclable paper, and phosphate-free detergents.
Indian marketers are beginning to recognize the significance of the Green Marketing Concept.
Such marketing strategies will be explained as a direct effect of consumer market movement.
As a result, corporations have boosted their rate of targeting environmentally conscious
consumers. Through their concern, these same customers are interested in incorporating
environmental concerns into their purchase decisions by incorporating them into the process
and content of the marketing plan for whatever product is necessary.
This study presents a brief overview of environmental concerns and identifies consumers' green
values, degree of awareness about environmental issues, green goods, and activities. This study
aims to evaluate customers' perceptions and preferences toward green marketing strategies
and goods based on a study of 41 respondents using a structured questionnaire.

3. INTRODUCTION TO GREEN MARKETING:
The technique of selling products and/or services based on their environmental benefits is
known as green marketing. This product or service might be ecologically beneficial in and of
itself, or it could be created and/or packaged in an environmentally friendly manner. The
concept of green marketing is concerned with environmental conservation.
Many issues have arisen as a result of modern marketing. Rapid economic growth, mass
production using advanced technology, a comfortable and luxurious life, style, fierce
competition, the use of unhealthy marketing tactics and techniques to attract customers,
exaggeration in advertising, liberalization and globalization, the creation of multinational
companies, retailing and distribution by giant MNCs, and other factors all contributed to a slew
of issues.
All of these causes have put people's well-being and ecological equilibrium at jeopardy. Giant
industries, in particular, have been a source of several pollutions.
Many items have negative environmental consequences during their production, usage, and
disposal.
SIGNIFICANCE OF GREEN MARKETING:
Marketing professionals often make strategic decisions for corporate development and growth,
while green marketing focuses on environmental problems and adheres to the notion of social
marketing, with the main purpose of raising awareness and promoting social goals of individuals
as well as society.
Several factors influence our decision to utilize "eco- and earth friendly products." Green
customers choose items created from recycled materials or products whose usage has a lower
environmental effect, but because of premium pricing policy, the notion of pricing makes it even
more important.
Despite a number of "ifs" and "buts," the acceptance and applicability of such a product is
growing by the day.
✓ Humans and animals both benefit from it.
✓ People that utilize green products are more confident since they are lowering their risk
of damage.
✓ People are not investing in green products; instead, they are investing in their health,
and these costly items will pay off in the long term.
✓ Green goods are also used in the home to educate society, family members, and others
about health problems.
✓ People can keep them safe from chemical and toxic threats.
✓ The principle of "reuse, reduce, and recycle" is at the heart of green products.
✓ Aids in the reduction of pollution, the reduction of forest degradation, and the nurturing
of the eco-system in the desired manner.
✓ It saves money in the long term, despite the higher initial cost.

4. 4PS OF GREEN MARKETING
Product
To have a greater influence on customers than rivals, a company must produce environmentally
friendly products. It must do so by identifying customers' environmental demands and
developing goods to meet them.
Price
Environmental benefits are usually considered a bonus, yet they are sometimes the determining
factor between items of equivalent value and quality. Most buyers will only pay a higher price
if they believe the product is of higher value.
Place
Green items are widely available in most markets, but few people will go out of their way to
purchase them simply because they are green. In-store marketing and aesthetically appealing
displays, as well as the use of recycled materials, can help to underline the environmental and
other advantages.
Promotion
Paid advertising, public relations, sales promotions, direct marketing, and on-site promotions
are all examples of promotion. Using sustainable marketing and communications techniques
and practices, green marketers will be able to strengthen their environmental reputation.
GOLDEN RULES OF GREEN MARKETING
• Know your customer: Make sure the customer is aware of and worried about the issues
that your product aims to solve (Whirlpool discovered the hard way that consumers
would not pay a premium for a CFC-free refrigerator because they didn't know what
CFCs were).
• Educating your customers: It's not simply an issue of informing them that you're doing
everything you can to safeguard the environment; it's also a matter of explaining why
it's important. Otherwise, a large chunk of your target market would think, "So what?"
and your green marketing strategy will be a waste of time.
• Being Genuine & Transparent: This means that a) you're doing what you say you're
doing in your green marketing campaign, and b) the rest of your company's policies are
in line with any environmentally friendly activities you're performing. Both of these
requirements must be accomplished in order for your company to build the type of
environmental credentials that will enable a green marketing strategy to be successful.
• Assuage the buyer's concerns by saying: Consumers must be convinced that the product
does what it is meant to accomplish; they will not sacrifice product quality for
environmental reasons.
• Think about your pricing: If you're going to charge a premium for your product—which
many ecologically preferred items do because of economies of scale and the use of
higher-quality ingredients—make sure your customers can afford it and think it's worth
it.
• Providing a chance for your consumers to participate: Means making the advantages of
your environmentally friendly initiatives more personal to your customers, usually by
allowing them to participate in good environmental action.
• As a result, leading brands must acknowledge that consumer expectations have
shifted: It is not enough for a firm to green its products; customers expect the things
they buy to be both cost-effective and assist them lessen their own environmental
footprint.

5. CHALLENGES OF GREEN MARKETING:
• Highly costly technology is necessary to recycle, refresh, and reuse the product.
• In addition, a significant amount of money is spent on research & development.
• Green marketing product awareness is quite low, and those who are aware of it are few.
They either have no awareness of the topic or have been misled about it.
• Because the majority of Indians work in agriculture or related industries, they are
extremely price sensitive.
As a result, their discretionary income and financial capability prevent them from paying
premium for eco-friendly items
• People are perplexed by green product promises because they believe the product is
above board.
• This notion is merely a marketing ploy to promote the company's brand.
• Because of the high cost of the product, consumers are compelled to believe that by
selling these products, profit margins would be increased, and "being environmentally
friendly" is only a concept used to divert and fascinate consumers.
BENEFITS OF GREEN MARKETING:
Internal
Marketing begins before a company begins to advertise or promote its goods. It covers product
creation, pricing, and distribution strategies. Green marketing may assist businesses in cutting
operational and manufacturing expenses, particularly by reducing energy use. Companies that
are environmentally conscious are more appealing to potential workers who want to be a part
of a healthy company culture.
External
When a company employs energy efficient lighting, heating, and cooling, conserves water,
recycles office materials, arranges employee community cleaning activities, uses recycled
materials, and produces less trash, it builds great public relations in its community, industry,
and with consumers. On product packaging, in advertising, and on its website, it might promote
itself as a green firm or promote its products as green. This can help to build brand preference
and loyalty, as well as increase sales and profits. Government organizations and corporations
seek to do business with green marketers, so they may qualify as vendors or suppliers.
SOME GREEN MARKETING STRATEGIES:
As customers become more environmentally concerned, there is a growing desire for brands to
become environmentally conscientious as well. As the effects of global warming have become
more apparent, there has been an increase in demand for environmentally friendly products,
prompting businesses to embrace green strategies in order to fulfil customer needs.
Companies that strive to reinvent themselves as environmentally friendly risk being accused of
"greenwashing." Greenwashing is the use of marketing techniques to create a false appearance
or make false claims about being environmentally conscious.
When it comes to green marketing, companies must take greater caution. Companies must
develop legal and effective green marketing strategies that avoid the possibility of
greenwashing. Some of the most efficient green marketing tactics are as follows:
Green Design: The majority of the time, businesses end up greenwashing since their products
and services cannot be labelled as "green" to begin with. Designing green products and services
from the start is one of the most essential green marketing tactics. This entails incorporating
green techniques into the planning and design stages of your products to make them more

6. environmentally friendly. Green design refers to the development of things that are energy-
efficient, pleasant, adaptable in usage, and built to last or be reused (Foster & Partners). Green
design is generally connected with construction; it provides a compelling alternative to
traditional construction by consuming less valuable natural resources and improving occupant
health and safety.
Green Positioning: Green positioning aims to strengthen brand connections by disseminating
information about environmentally friendly product features. If green branding features are not
successfully communicated, eco-friendly products will not be economically successful. There are
two categories of green positioning (functional and emotional) connected to the influence on
customer perceptions of a brand, just as there are two types of brand positioning (functional
and emotional).
Green Pricing: Green Pricing, in the case of renewable energy, is a service that allows customers
to encourage their electric company to invest more in renewable energy technology (Blair
Swezey and Lori Bird). Electricity users can show their willingness to pay for renewable energy
development through green pricing. It enables customers to take an active role in sustainability
by making them aware of their decision to invest in something that will save them money and
resources in the future.

7. Green Packaging: "Green packaging" is another excellent green marketing technique.
Companies may use eco-friendly packaging to attract new environmentally aware clients. Green
packaging refers to the use of materials and production processes for product packaging that
are minimal in both energy consumption and environmental effect. Customers see
biodegradable packaging as clear evidence of the company’s dedication to being green.
Unsustainable packaging has the ability to deter customers from purchasing environmentally
friendly items.
Green Disposal: Green Disposal considers all part of a product's life cycle - from manufacturing
to disposal, everything must be environmentally friendly. Unsustainable disposal procedures
may be detrimental to the environment and human health, therefore green disposal is the
recycling of obsolete items or used materials. Food recycling initiatives and equipment that
break down food waste have been impacted by green disposal.
Present Trends of Green Marketing:
Environmental marketing is seen as an opportunity by businesses to achieve their goals.
Consumers choose items that do not impair the natural environment or human health,
according to businesses. Firms that promote such green products are favoured over those that
do not, gaining a competitive edge while also satisfying their business goals.
Organizations think that becoming more socially responsible is a moral duty.

8. This is consistent with the CSR principle, which has been effectively implemented by numerous
corporations to improve their public image. In this case, businesses can take one of two
approaches:
1. Make use of their environmental stewardship as a marketing technique.
2. Acquire responsibility without being prompted to do so.
Governmental bodies are pressuring businesses to become more accountable. In most
circumstances, the government requires the company to implement policies that safeguard
customers' interests. It accomplishes this in the following ways:
1. Reduce the number of damaging items or by-products produced.
2. Ensure that all types of consumers have the capacity to analyse the environmental
composition of commodities; or 3. Modify consumer and industrial usage and/or consumption
of damaging goods.
Environmental Activities of Competitors Firms are being pressured to adapt their environmental
marketing strategies. Firms switch to green marketing to counteract competitors' claims of
being environmentally beneficial. As a result, green marketing has spread throughout the
sector.
Need of Green Marketing in India:
India is the world's second most populous country, and its natural resources are under severe
strain. As a result, there is a pressing need to strike a proper balance between consumption and
natural resource conservation.
The benefits of green products are becoming more well-known among India's educated and
urban consumers.
For the general public, however, it is still a novel notion. Environmental hazards must be taught
and made known to the customer. The new green movements will need to reach out to the
majority, which will require time and effort. Indian customers recognize the value of utilizing
natural and herbal beauty products as a result of their Ayurvedic history.
Healthy living behaviors such as yoga and natural food intake are popular among Indian
consumers. The consumer is already aware of these issues and is more likely to adopt green
products.
Some Green Marketing Cases of India:
CASE 1: Best Green IT Project: State Bank of India: Green IT@SBI
By using eco and power friendly equipment in its 10,000 new ATMs, the banking giant has not
only saved power costs and earned carbon credits, but also set the right example for others to
follow.
SBI is also entered into green service known as “Green Channel Counter”. SBI is providing many
services like; paper less banking, no deposit slip, no withdrawal form, no checks, no money
transactions form all these transactions are done through SBI shopping & ATM cards. State Bank
of India turns to wind energy to reduce emissions: The State Bank of India became the first
Indian bank to harness wind energy through a 15-megawatt wind farm developed by Suzlon
Energy. The wind farm located in Coimbatore uses 10 Suzlon wind turbines, each with a capacity
of 1.5 MW. The wind farm is spread across three states – Tamil Nadu, with 4.5 MW of wind
capacity; Maharashtra, with 9 MW; and Gujarat, with 1.5 MW.

9. The wind project is the first step in the State Bank of India’s green banking program dedicated
to the reduction of its carbon footprint and promotion of energy efficient processes, especially
among the bank’s clients.
CASE 2: Lead Free Paints from Kansai Nerolac
Kansai Nerolac Paints Ltd. has always been committed to the welfare of society and
environment and as a responsible corporate has always taken initiatives in the areas of health,
education, community development and environment preservation. Kansai Nerolac has worked
on removing hazardous heavy metals from their paints. The hazardous heavy metals like lead,
mercury, chromium, arsenic and antimony can have adverse effects on humans. 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.
CASE 3: India’s 1st Green Stadium
The Thyagaraja Stadium stands tall in the quiet residential colony behind the Capital’s famous
INA Market. It was jointly dedicated by Union Sports Minister MS Gill and Chief Minister Sheila
Dikshit. Dikshit said that the stadium is going to be the first green stadium in India, which has
taken a series of steps to ensure energy conservation and this stadium has been constructed as
per the green building concept with eco-friendly materials.
CASE 4: Eco-friendly Rickshaws before CWG
Chief minister Shiela Dikshit launched a battery operated rickshaw, “E-rick”, sponsored by a
cellular services provider, to promote eco-friendly transportation in the city ahead of the
Commonwealth Games.
CASE 5: Wipro Green It
Wipro can do for you in your quest for a sustainable tomorrow – reduce costs, reduce your
carbon footprints and become more efficient – all while saving the environment.
Wipro’s Green Machines (In India Only)
Wipro Infotech was 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.
CASE 6: Phillips’s “Marathon” CFL light bulb
Philips Lighting’s first shot at marketing a standalone compact fluorescent light (CFL) bulb was
Earth Light, at $15 each versus 75 cents for incandescent bulbs. The product had difficulty
climbing out of its deep green niche. The company re-launched the product as “Marathon,”
underscoring its new “super long life” positioning and promise of saving $26 in energy costs
over its five-year lifetime. Finally, with the U.S. EPA’s Energy Star label to add credibility as well
as new sensitivity to rising utility costs and electricity shortages, sales climbed 12 percent in an
otherwise flat market.

10. Future of Green Marketing:
However, the question remains: what is the future of green marketing? Given that
environmentalism's acceptance of boundaries and conservation does not mix well with
marketing's conventional axioms of "give the consumer what they want" and "sell as much as
you can," business researchers have seen it as a "fringe" issue. Successful green goods,
according to evidence, have avoided green marketing myopia by adhering to three key
principles:
Positioning Consumer Value
Create environmental goods that are as good as (or better than) the competition.
Promote and provide the intended value of environmental goods to consumers, focusing on
appropriate market niches. Bundle consumer wanted value with environmental products to
broaden mainstream appeal.
Consumer Knowledge Calibration
Consumers should be educated through marketing communications that link environmental
features to intended consumer value.
Consider environmental product characteristics as "solutions" to customer problems.
Create entertaining and instructional websites about the targeted consumer value of
environmental products.
Product Claim Credibility
Make explicit and relevant environmental product and customer benefit claims.
Obtain product endorsements or eco-certifications from reputable third parties, and inform
customers about the significance of these endorsements and environmental certifications.
Encourage customer evangelism by providing engaging, intriguing, and amusing information
about environmental products through consumers' social and online communication networks.
Bundle consumer wanted value with environmental products to broaden mainstream appeal.
Some Eco- friendly products in India
▪ HANDMADE PAPERS ECO WHEELS
▪ ECO-FURNITURE
▪ HANDICRAFT PRODUCTS PAPER BAGS
LITERATURE REVIEW
Elham Rahbar, Nabsiah Abdul Wahid, (2011) - A survey was carried out on 250 Chinese,
Malay, Indian and other races that represent the Penang population. Factor analysis, Cronbach
alpha and multiple regression were used to identify factors impact on Penang consumers actual
purchase behavior. The result revealed that customer's trust in eco-label and eco-brand and
their perception of eco-brand show positive and significant impact on their actual purchase
behavior.
Artee Aggrawal, Padmashree Dr. D. Y .Patil University, Department of Business Management,
(2010) concluded that Green marketing should not neglect the economic aspect of marketing.
Marketers need to understand the implications of green marketing. Marketers also have the
responsibility to make the consumers understand the need for and benefits of green products
as compared to non-green ones. In green marketing, consumers are willing to pay more to
maintain a cleaner and greener environment. Finally, consumers, industrial buyers and suppliers
need to pressurize effects on minimize the negative effects on the environment-friendly.

11. Green marketing assumes even more importance and relevance in developing countries like
India & Pakistan.
Prof. (Dr.) Swati Agarwal, Shree Venkateshwara University, Gajraula, (2014) came to a
conclusion that the trend towards Green Marketing seems to be very promising for the
development of economies across the globe because it works on lines that define sustainable
development. Less diversified and smaller companies are still stuck up with concepts like
recyclable or recycled but economically richer companies who believe in research and
development are definitely making a difference by coming up with newer and better green
concepts, products, slogans and promotional strategies. Green marketing is already well-known
in the United States and other wealthy countries, but it is less well-known in other areas of the
world. New efforts must be made to raise public awareness of green marketing and its
advantages around the world. Green marketing and the management of eco-performance must
transcend functional boundaries to become pan-organizational management problems as green
issues grow more relevant in markets, similar to how quality slipped its functional links to
become Total Quality Management (TQM). TQM has shown to be the most feasible solution for
many businesses to handle environmental challenges. As social and environmental constraints
on businesses increase, marketers must understand and contribute to all areas of a company,
its goods, and its manufacturing system - 'Going Green' is the only "Answer."
Objectives of the Study:
➢ To explore the role of green marketing in the present environment.
➢ To examine the advantages of using green marketing methods from the perspectives of both
the company and the consumers.
➢ To have a better understanding of how various organizations implement green marketing
strategies.
Scope of the Study:
Green marketing has emerged as a key topic of interest for marketers, since it has the potential to bring
competitive benefits. However, it necessitates investment in terms of technological advancement,
process adaptation, and conveying advantages to customers, among other things. As a result of specific
government legislation and a shift in customer preferences throughout the world, several Indian
enterprises have begun promoting themselves as green organizations.
The attitude of Indian customers toward green products is somewhat unclear, as is the link between
attitude and conduct. Because green marketing differs from regular marketing, marketers must
understand the variables that influence consumers to purchase green products.
The purpose of this study is to provide a brief overview of environmental problems and to identify
consumers' green initiatives, level of awareness about environmental issues, green items, and activities.
It is an attempt to assess customers' attitudes and preferences about green marketing techniques and
products.
Research Methodology:
The study will be carried out through the use of a questionnaire based on the literature review.
Questionnaires are frequently used in marketing research since they are simple, inexpensive,
and allow for an efficient reach to a larger number of individuals.
Questionnaires are frequently created in such a manner that they allow for the straightforward
interpretation and measurement of individuals' actions, views, and experiences through
questions with standardized responses. The questionnaire includes 22 questions based on
research of the literature in order to assess customers' understanding of green marketing
strategies aimed at customers of diverse ages and educational backgrounds. A sample size of at
least 40 respondents is intended to be used to determine if green marketing strategies have any
influence on customers purchasing habits.

12. Questionnaire and Findings:
I sent out a questionnaire to my contacts for my study. I received 41 replies, and all of the
questions, findings, charts, graphs, and conclusions are included in this report.
My survey comprised 41.5% of females and 53.7% males, 4.9% preferred not to disclose their
gender.
In my survey the majority that is 41.5% were between age 15-25 years, 26.8% were between
26-36, 17.1% were of 59 years or above.

13. Here we can see that the annual income of 29.3% of the respondents is below 5 lacs, 22% of
them earns 10 lacs approx yearly, 14.6% earns 20 lacs per annum while the other 14.6% earns
5 lacs per annum. From the rest 20% some are students, some didn’t want to disclose their
income data.
70% of my respondents are from urban area, 12.2% from semi – urban, 14.6% from Suburban
and 2.4% from rural India.

14. Please give response to the following questions:
➢ It is important to me that the products I use do not harm the environment.
➢ 1 person did not find it important to use products that do not harm environment.
➢ 9 persons are indifferent.
➢ 15 persons found it important to use products that do not harm environment.
➢ 16 persons strongly found it important to use environmentally friendly products.
So, conclusion is majority of the people are willing to use products that are not harmful to the
environment.
➢ I consider the potential environmental impact of my actions when making many of my
decisions.
➢ 3 people disagreed to consider the impact of the actions when making decisions.
➢ 8 people are indifferent.
➢ 19 people agreed.
➢ 11 people strongly agreed.
So, majority of the people seems to agree to be considerate towards the potential impact
while making purchasing decisions.

15. ➢ My purchase habits are affected by my concern for our environment.
➢ 4 people disagreed to the fact that the attitude of a consumer is influenced by the
concern towards environment.
➢ 18 people were indifferent.
➢ 9 people agreed.
➢ 10 people strongly agreed to this fact.
So here also we can see that the purchase behavior is influenced by the concern for the
environment.
➢ I am concerned about wasting the resources of our planet.
➢ 5 people preferred to stay indifferent.
➢ 19 agreed about being concerned wasting resources of our planet.
➢ 17 strongly agreed about being concerned wasting resources of our planet.
So here also we can see that majority is concerned about our planet.

16. ➢ Do you think that Environmental Degradation has risen in last decade?
48.8% strongly agreed, 43.9% agreed, 4.9% were indifferent and 2.4% disagreed.
➢ What, in your opinion, are India's major environmental concerns?
Majority of the respondents stated deforestation, excessive use of plastic, over
population and pollution to be the major environmental concerns in India.
➢ Have you ever heard of “Environment Friendly or Green Marketing”
Products/Practices?
73% of my respondents are aware of the green marketing practices, 24.4% are
somewhat aware while 1% is not aware of green marketing practices.

17. ➢ From what sources do you get to know about Green Marketing Practices?
Majority of the respondents got to know about the Green Marketing Practices from
Television and social media.
➢ From an environmental point of view, it is important to follow green marketing
methods.
Making Eco - Friendly products
➢ 13 people are indifferent.
➢ 13 people agreed.
➢ 24 people strongly agreed.

18. Making items in an environmentally sustainable manner
➢ 3 people are indifferent.
➢ 14 people are agreed.
➢ 24 people strongly agreed.
Associating a product with a green marketing strategy
➢ 5 people are indifferent.
➢ 16 people agreed.
➢ 20 people strongly agreed.
Educating Customers on how to utilize things in an environmentally beneficial manner.
➢ 1 person disagreed.
➢ 3 were indifferent.
➢ 13 agreed.
➢ 24 strongly agreed.

19. Adapting product packaging to the environment
➢ 3 were indifferent.
➢ 11 agreed.
➢ 27 strongly agreed.
For procurement and distribution, a green supply chain is being used.
➢ 6 were indifferent.
➢ 18 agreed.
➢ 17 strongly agreed.

20. ➢ Do you associate color green in the brand logo as being eco-friendly brand?
41.5% can relate the color green in the brand logo as eco-friendly while 31.7 % are
somewhat unsure whether they can relate or not. 2% disagreed about this fact while
1 % strongly disagreed.
➢ Are you aware companies are adopting green colors to their logo to stand out as
ecofriendly companies? (e.g., McDonalds, Starbucks, etc.)
51.2% are aware of the fact while 36.6% do not know. 12.2% are somewhat aware.

21. ➢ I believe that companies are employing green strategies as a result of (choose one from
the list)
➢ Increase profits with lower costs.
15 people agreed to the fact while 4 said no. Rest preferred not to answer the
question.
➢ Obtain government benefits
30 people said yes while 11 said no.

22. ➢ Reputation
39 said yes while 2 people disagreed.
➢ Obliged
28 people said yes while 13 people said no.
➢ Awareness of their impact in the environment

23. 37 people agreed while 4 people said no.
➢ If a Green Product is available in a product category often purchased, I would
41.5% expressed that they will definitely buy, while 48.8% expressed that they may buy. Rest
7.3% are unsure while 2.4% strongly emphasized on not buying.
• Which of the following variables do you think influence the buying of green products?
➢ Here majority that is 16 persons agreed and 16 persons strongly agreed regarding the
fact that awareness of product’s price influences in buying green products so we can see
that India is a price sensitive country and pricing matters. 8 respondents seemed to be
indifferent regarding pricing while 1 did not agree.
➢ Next important variable is availability of green products. 22 people agreed while 12
people strongly agreed. So here also majority considers it to be an important factor that
influences the probability of buying. 5 respondents seemed to be indifferent while 2
disagreed.

24. ➢ Past product experience is also an important variable that plays a vital role as an
influencer. According to the responses it is clear that a good product experience will
bring the user back. 23 agreed and 12 of the respondents strongly agreed while 6 were
indifferent.
➢ Information provided on the product also is an important variable that influences the
purchase behavior of the consumer as per my survey as I can see 21 people agreed, 14
people strongly agreed while 6 seemed to be indifferent.
• When choosing between two items, I always go with the one that has the least amount
of damage on people and the environment.
Here we can see that majority are concerned about not damaging the environment, 51.2%
chose the product that will cause least damage to the environment while 43.9% were kind off
towards not damaging the envionment. Rest 4% said that they will not always go with the
product that caused least damage to the environment.
• When purchasing an item,
I take into account the negative consequences of manufacturing and consumption on the
environment.

25. 10 are indifferent while 21 agreed and 9 strongly agreed, while 1 disagreed so majority are
aware of the negative consequences faced by the environment while they consume a product.
Green items, are more expensive than traditional products.
15 respondents agreed to the fact while 9 strongly agreed. 13 were indiffent regarding
awareness of pricing while 4 disagreed to the fact that green products are expensive than
conventional ones.
• What is your level of satisfaction while purchasing green items on a scale of 1 to 5 (1 -
Very dissatified to 5 - Very satisfied)?
Based on the ratings we can see majority that is 39% are satisfied while 36.6% are very
satisfied with green items. 19.5% are moderately happy while 4.9% are not happy.
Hence from this we can draw the conclusion that green products are satisfying majority
of people, hence there is a potential market for green products in future if the quality
can be retained.

26. CONCLUSIONS:
From the questionnaire survey I found out that the Consumer Perception about Green
Products and Practices are positive. Their responses reflected that Consumers are not
wary of the groups' green promises. Consumers agreed that environmental
deterioration had worsened during the previous decade.
Consumers were generally concerned about environmental deterioration and may
prefer green items over conventional ones to safeguard the environment. Marketers
may create new green products and promote their benefits to customers.
Consumers strongly agreed on the necessity of green marketing techniques, with most
of them strongly agreeing to "Manufacturing Eco-Friendly Product," followed by
"Educating Customers to Use Products in an Environmentally Friendly Manner." This
indicates that customers are worried about the status of the environment and want
firms to use green practices to safeguard the environment.
Around 80% of customers have shown a readiness to purchase green items if they are
accessible in the product category most frequently purchased. This means that
marketers should make green items available to consumers for consumption, as
customers have demonstrated a propensity to purchase green products if they are
available.
Green items, according to consumers, are more expensive than traditional products.
Consumers have also stated that they evaluate the negative impact of manufacturing
and consumption on the natural environment, and the price of green products
influences their purchasing decisions. As customers realize the negative consequences
of manufacturing and consumption on the natural environment, it is possible to argue
that green marketing methods not only benefit society but also make excellent
commercial sense. When questioned about the elements that impact the purchase of
green products, respondents overwhelmingly agreed that knowledge about green
product pricing was the most influential, followed by availability of green product. As a
result, marketers must widely promote and explain the availability of green products to
the public.
The study is useful for marketers and consumers, and it lays a solid foundation for India’s
transition to a green marketing era. The study's restricted within a very a smaller number
of respondents, but it did give useful insights into consumer attitudes toward green
products. The research might be conducted on a larger scale to learn more about green
phenomena and obtain new insights into consumer behavior.

27. REFERENCES:
https://www.yourarticlelibrary.com/marketing/green-marketing-evolution-reasons-
advantages-and-challenges/32326
https://journals.indexcopernicus.com/api/file/viewByFileId/1307797.pdf
https://www.emerald.com/insight/content/doi/10.1108/20425961211221615/full/h
tml
https://www.researchgate.net/publication/236216023_GREEN_MARKETING_IN_IND
IA_EMERGING_OPPORTUNITIES_AND_CHALLENGES