Green Marketing: It's impact on youth buying behavior.

1. Field of Research
Green Marketing–Way ahead to sustainability
Topic of Research
Green Marketing: It’s impact on youth buying behaviour (with special
reference to Dombivli area)
Presented By
Mathew Lawrence

2. Flow of the presentation:
Introduction
History of Green Marketing
Reason for this research
Objective and Hypotheses of the research
Sampling for the research
Expected conclusion and suggestions
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3. Introduction:
Consumers are becoming more conscious of their own behavior with respect
to the environment.
Marketers need to deal with the changing behavior of consumers and frame
the marketing strategies accordingly.
Environmental claims can be a powerful marketing tool, if used in a proper
aspect.
Green marketing gained the momentum with the changing behavior of
consumers and to the context of global warming.
Green marketing will play an important role in sustainable development, with
innovative methods to sustain itself in the competition.
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4. History of Green Marketing:
Green marketing that was previously and primarily focused on the ecological
context has shifted to sustainability issue.
Green marketing term was first discussed in a seminar on “ecological marketing”
organized by American Marketing Association (AMA) in 1975.
The proceedings of this workshop resulted in one of the first books on green
marketing entitled “Ecological Marketing”.
“Green or Environmental Marketing consists of all activities designed to generate and
facilitate any exchanges intended to satisfy human needs or wants, such that the
satisfaction of these needs and wants occurs, with minimal detrimental impact on the
natural environment.”
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5. History of Green Marketing: (cont)..
Green marketing incorporates a broad range of activities, including product
modification, changes to the production process, packaging changes, as well
as modifying advertising.
Green marketing success involves ensuring that the company meets four “S”
criteria (Peattie, 1995).
Satisfaction
Safety
Social
acceptability
Sustainability
Successful green marketers no longer view consumers as people with appetite
for material goods but as human beings concerned about the condition of the
world around them.
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6. Reason for this Research:
Global warming is today one of the biggest global concern.
Growing concentration of greenhouse gases in the upper atmosphere is
leading to climate changes.
 In India where floods and drought has already affected more than 400 million
people. The cost of floods and drought is as high as Rs. 15,600 crore over five
years, according to the Planning Commission’s 11th five year plan.
India is 4th largest emitter of Co2, it can be rectified in the coming years if
proper actions are taken.
United States: 5.7 billion
Russia:
China:
6.1 billion
India:
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1.56 billion
1.51 billon
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7. Reason for this Research: (cont)…
 India’s majority of population is young and working with average age of 24.
In 2020 the average age will be just 29 and the working population of India is
expected to grow by more than 47 million by 2020. (according to Dr. Narendra
Jadhav, Member of Planning Commission, Government of India.)
Whereas during that time, the average age for China and America is going to
be 37, for Western Europe it will be 42 and for Japan it will be 48.
It is the perception and attitude which differentiate a person from another.
Increasing awareness on the various environmental problems has led a shift in
the way Indian youth go about their life.
How concerned are you of
the threat of global
warming?
Very
Concerned
6%
37%
57%
Not
Concerned
It’s a hoax
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– According to Hindustan Times survey

8. Objective and Hypotheses of the Research:
 Objective of the research would be:
1. To study the awareness of green marketing among the youth.
2. To study the youth perceptions and attitude towards green campaigns of
companies.
3. To study the effect of green marketing on youths in their decision of
buying products.
 Hypotheses of the research would be:
1. There is a significant and positive relationship between environmental
awareness and purchasing behavior of green products among youths in
Dombivli.
2. Green campaigns from companies are well accepted among youths.
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9. Sampling for the research:
 As per provisional reports of census India, population of Dombivli in 2011 is
4,61,160 of which male and female are 2,39,803 and 2,21,356 respectively.
Dombivli also host 83% literacy rate.
Total Population
Age Group
0-6 age group
7-17 age group
18-28 age group
29 – 40 age group
41- above
Percentage
9%
20 %
30 %
25 %
16 %
4,61,160
Population
41,504
92,232
1,38,348
1,15,290
73,785
 From above the chart for my research work I classify youth as age groups
from 18-28 and it consists of 30% of the total population. The sample for my
research would be 1% of the 1,38,348 i.e 1380.
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10. Expected conclusion and suggestion:
Green marketing assumes even more importance and relevance in developing
countries like India.
Green is a relative term and depends on the individuals intention to purchase
green products and especially on youth in India.
Expecting that results from the research would indicate that youth’s pro-
environmental concerns significantly affect their green buying behavior.
 If business leaders recognize the vast potential that green business has,
and then decide to invest time, money, and effort, the world would only benefit.
Green marketing is still in its infancy and a lot of research is to be done to fully
explore its potential.
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