The document discusses green marketing, emphasizing its environmental benefits and the increasing awareness among consumers regarding eco-friendly products. Surveys indicated that only 43% of respondents were aware of green marketing, with 37% intending to use green products in the future, while challenges like higher costs and availability persist. The study concludes that consumer knowledge on green practices is still lacking, necessitating efforts from both the government and businesses to promote green marketing.

1. GREEN MARKETING
By
G.ARYA,
V.SARANYA.

2. What is Green Marketing?
Green marketing refers to the process of selling products and/or
services based on their environmental benefits. Such a product or
service may be environmentally friendly in itself or produced
and/or packaged in this way.

3. Objectives of the study
To study on green marketing and its concepts.
To investigate the level of awareness of customers about green
products and practices.
To study the importance and future scope of green marketing.
To study the problems associated with green marketing.

4. Need of Green Marketing
To reduce environmental damage
Improves company image and sales of the product
Create consumer awareness about ecological problems

5. Green products
Cloth or Cotton Shopping Bags
Rechargeable Batteries
Reusable Water Bottles
Solar Phone Charger
LED Bulb

6. Green products in India
Wipro has launched a new range of desktops and laptops called
Wipro Greenware. These products are RoHS.
Samsung released few eco friendly mobile headsets and LED TV
screens with LED backlight.
ITC has introduced Paper Kraft, a premium range of eco-friendly
business paper.
IndusInd Bank installed the country‘s first solar-powered ATM
and thus brought about an eco-savvy change in the Indian
banking sector.

7. Review of literature
P. Muralikrishna & Gupta, A.K. (1998) in their research paper
have presented their findings of an action research experiment
conducted in their campus to find out the response of their own
colleagues to certain products such as organically grown wheat,
pulses, oil seeds etc. The study suggested that only about one fourth
of the respondents were concerned about environmental safety and
the rest were either concerned about their health and also about cost
which became a crucial factor when the willingness to pay a
premium for green products is concerned. Brand awareness of eco-
friendly products was generally low and many of the eco-friendly
brands were not necessarily so.

8. Green washing
Green washing is the practice of making a misleading claim about
the environmental benefits of a product , service, technology or
company practice. Green washing can make a company appear to
be more environmentally friendly than it really appears.

9. Research Methodology
• Research design : Descriptive research
• Type of data : -> Primary data
-> Secondary data
• Sampling size : 100
• Sampling method : Convenient sampling method
• Statistical tools : -> Percentage analysis
-> Weighted average
-> Bar chart

10. DataAnalysis and Interpretation
Options Respondents Percentage
Low 29 29%
Average 43 43%
High 17 17%
Very high 11 11%
Total 100 100%
Level of awareness on Green marketing
0
5
10
15
20
25
30
35
40
45
50
Low Average High Very high

11. Future consumption level of Green Products
Options Respondents Percentage
Not at all 16 16%
Consider to use
sometimes
25 25%
Intend to use in future 37 37%
Consider to use always 22 22%
Total 100 100%
0
5
10
15
20
25
30
35
40
Not at all consider in future time Category intend to use in
future time
consider to use always

12. Findings of the study
It is found that 43% of respondents have awareness on green
marketing and 11% respondents have very high knowledge on
green marketing.
It is found that 37% of respondents indent to use green product in
future and 16% have no idea to purchase green products in future.
32% of respondents consider green products are expensive and
17% consider they are not available easily.

13. Suggestions of the Study
Improve awareness about green products and its effectiveness
There should not be more price difference between green product
and standard product.
Along with Private sector, Government initiatives are most
important, intense efforts should be made by Government for
following these practices for wellbeing of next generations.

14. Conclusion
It is clearly evident that the majority of the consumers still lack
‘green’ knowledge. The firms should work constantly to find out
the green material, methods of making green finished product
which are commercially viable. Most of the people are ready to
accept, but the Entrepreneurs and Government has to take
initiative for promoting and implementing the green marketing
and green products.

15. Any questions ?