This document summarizes a research study on consumer awareness of green marketing in India. The study collected data from two areas in India on awareness of green products, use of green products, and willingness to pay higher prices. The key findings were that most people are aware of green marketing, many use green products, and about half are willing to pay higher prices for green options, especially in the food segment. The conclusion is that while green awareness is growing, more promotion is still needed, as green products should be widely available at affordable prices to support environmental protection.

1. Innovation in Management- “Study on
finding out awareness of GREEN
MARKETING”
PRESENTED-
CHANDAN CHAUHAN
VISHNU SINGH
RIMPA BAG

2. Abstract
This research aims at how much the consumer market aware of the green marke
Today things have been changing, literacy rates are increasing in India, but wheth
our educated society, giving their attention to the environment or not? In the
sense of how they are protecting our environment. If they are doing the same,
then how much they are hardcore or committed to it.

3. Introduction
In 21st century everyone can understand the value of limited resources
and all this possibly due to people can see the behavior of the
surrounding. It would be nothing wrong to say that somehow our
industries are responsible for this. But now every company is very
conscious about their product, it should not be affecting the environment
as well as to their living beings. But at the same time people of the
society also plays an important role by supporting corporate initiatives.
GREEN MARKETING is a key factor which saves an environment from
degradation, climatic changes, global warming and all types of pollution
and so on. Thus, green marketing cover number of activities like modify
product, make Eco friendly product, less power consumption,
advertisement related to green market and more like that. It is also one
of the way to show your company is ethical in nature, which is all now
known to the consumers or people and how they using all these
products and implementing the same. This research will show the
behavior and views of the end-users.

4. Objective
•To know whether the consumer are aware about green
products and thier practices.
•To know today's scenario what is priority of consumer
whether Green product or its Price?
•To know how education system supports green
marketing.

5. Data Analysis
We have collected data from two different areas which make data more
realistic and factual.
Navi Mumbai Thane
1. Awareness of green marketing
Above pie chart shows that around 79% of people are aware of green
marketing.

6. 2. Do you use green product?
This data shows that people living in Thane area using more green
product as compared to people living in Navi Mumbai area.

7. 3. In which segment?
The above pie-chart clearly shows that maximum people are using green
product in food segment

8. 4. Willing to pay high price for green product?
From above diagram we can say that still 45% of people are not
accepting green product because of high price but it is impressive that
55% of people are willing to pay high price.

9. Findings
•We have found that maximum people are aware of green
marketing concept.
•Most of the people are using green products and half of them are
willing to pay high prices for green products.
•This research also shows that there are people who feel that
there is need to promote green marketing more effectively.
•Mostly green foods are preferred by the consumers in green
product segment.

10. Conclusion
This research concludes that most of people are aware of green
marketing. People are keen to use green product irrespective of
their price so greener product should be manufacture and should
be made available at market. There are many segment were
green marketing concept are used, but there is not any particular
segment were green product is used in majority so it implied it is
used in various segment in good extent .Thus more action is
required by youth to spread awareness about green marketing in
society. Since we received overwhelming response it also
conclude people are aware how important is green marketing in
future.