Green marketing refers to the process of selling products and/or services based on their environmental benefits - conference paper of Ms Athulya and Mr Rameez Shahzada

2. CONSUMER’S ATTITUDE AND PERCEPTION TOWARDS
GREEN MARKETING
Ms Athulya V
Ph.D Scholar, Department of Commerce,
Hindustan College of Arts & Science,
Coimbatore
Mr Rameez Shahzada KP
Academic Associates in Marketing,
Indian Institute of Management,
Kozhikode

3. WHAT DO YOU MEAN BY GREEN MARKETING?

4. GREEN MARKETING
• According to American Marketing Association :
• The American Marketing Association (AMA) defines green marketing as marketing of products that are
believed to be environment-friendly, which organizes into various activities such as product adjustment,
modification of production processes, packaging, labeling, advertising strategies as well as increases
awareness on compliance marketing amongst industries.
• According to Business Dictionary
• Green Marketing is promotional exercises intended at taking benefits of shaping consumer behavior
towards a brand. These adjustments are progressively being affected by a company's, practices and
policies that influence the characteristic of the environment and indicate the standard of its concern for
the community

5. WHY DO WE NEED
GREEN MARKETING

6. WHY DO WE NEED GREEN MARKETING
• In 2019, 5 trillion plastics and plastic-based products deposits in Ocean and 62 million
tones in India
• 23% Increase in consumption of herbal products instead of processed products by 2018
• Worldwide efforts to recycle wastes of consumer and industrial products
• Kerala State completely banned the non bio degradable products from Jan 1 2020
• Firms develops a technology for reducing waste and sells it to other firms - ACC
• Wipro's aspect on emphasis on social and environmental accountability of producers

7. HOW EVOLVED

8. THE EVOLUTION OF ENVIRONMENTAL CONCERN
Factor 1970s environmentalism 1990s green
Emphasis On 'environmental' problems
On the underlying problems with our social,
economic, technical or legal systems
Geographic Focus On local problems (e.g. pollution) On global issues (e.g. global warning)
Identity
Closely linked to other anti-establishment
causes
A separate movement embraced by many
elements of the establishment
Source Of Support
An intellectual elite, and those at the fringes
of society
A broad base
Basis of Campaigns
Used forecasts of exponential growth to
predict future environmental problems
Uses evidence of current environmental
degradation (e.g. the hole in the ozone layer)
Attitude to
Businesses
Business is the problem. Generally
adversarial
Businesses seen as part of the solution. More
partnerships formed
Attitude to Growth Desire for zero growth Desire for sustainable growth
View of
Environment/
Business Interaction
Focused on negative effects of business
activity on the environment
Focuses on the dynamic interrelationship
between business, society and the
environment

9. BRANDS GOING GREEN
• Sony Eco - Sustainable – Development
• Walmart Go Green
• Dell Going Green
• Ecodine

10. CONSUMER PERCEPTION AND ATTITUDE
TOWARDS GREEN

11. CONSUMER ATTITUDE TOWARDS GREEN
MALE FEMALE

12. CLASSIFICATION OF SAMPLE
SAMPLE SIZE 120
Age Gender
18-25 106 M 76
25-33 12 F 44
34- > 2 Other 0
SAMPLE STUDY – IIM KOZHIKODE
Educational
Qualification
Income
UG 34 <25k 6
PG 10 25K - 35K 61
Professionals 59 35K - 45K 16
Other 17 >45K 37

13. RESEARCH METHODOLOGY
• Both Primary and Secondary data
• Convince sampling

14. GREEN BRANDS OR GREEN PRODUCTS
PERCEPTION OF MALE AND FEMALE

15. GREEN BRANDS OR GREEN PRODUCTS

16. GREEN MARKETING IN SERVICE INDUSTRY
• Google Office in Tel Aviv
• IIM Kozhikode
• Malabar Montana Estate – Kozhikode
• Cochin International Airport

17. GOOGLE OFFICE IN TEL AVIV

18. COCHIN INTERNATIONAL AIRPORT

19. MALABAR MONTANA ESTATE – KOZHIKODE

20. FEW MORE EXAMPLES

21. CHALLENGES & CONCLUSIONS
• Initial Research and Development
• Implementation Expenses
• Creating Awareness about the Green Products
• Customer behavior towards Change in the Market
• How to Manage demand and expectations
• Doubt on standardization of products
• Patience and Perseverance