This document summarizes a marketing research study on the impact of green marketing on consumer attitudes towards products. The objective was to study how green marketing affects social awareness and consumer attitudes towards social responsibility. Focus groups found that consumer attitudes can be influenced by making people aware of green product benefits and their social responsibility. Respondents felt eco-labeling provides important product information. Advertisements were thought to impact attitudes if promoted like social campaigns. While government policies exist, better implementation is needed. The conclusion recommends constant development of green marketing through cooperation between different stakeholders.

1. MARKETING RESEARCH
GROUP#1
SAQIB HAYAT
MUZAMIL SHAKOOR

2. Research Title
Impact of Green Marketing
on Consumer Attitude
towards Product

3. OBJECTIVE
The Aim of The Research was to Study The
Social Awareness of Green Marketing and its
Subsequent Contribution toward Enhancing
The Attitude of Consumers toward their Social
Responsibility.

4. Introduction
 The present Study determines the gap between the
attitudes and behaviors of Consumers as a social
Responsibility towards Green Products.
 This study determines the customer’s feedback
towards products (Green product).
 Growing understanding of a variety of
environmental harms has changed the way
customers go about their life.

5. Introduction Conti…
 The outcome of this study will assess that
Green-marketing might be a viable tool
for an organization or retailer to get an
advantage Green Industry.
 Companies and businesses are seeking to
get an advantage by utilizing the
prospective potential of green market
industry.

6. Literature Review
Green Marketing
 Organization’s Attempt to Design, Promote, Price and
Distribute Goods that Contain no Unpleasant Effect on
the Environment as well as on consumers.”
 Green Marketing is to deal with consumer and society
according to environmental requirements in a cost-
effective and sustainable way.
 In green marketing promotion, target consumers are
provided with information on the ecological effects of
products, which may ultimately influence their buying
attitude.

7. Literature Review Conti…
Consumer Attitude:
 Attitude is “a permanent, common assessment
of people, objects or issues.”
 It is "a cognitive development linking,
optimistic or pessimistic thoughts, or
emotions”

8. Literature Review Conti…
 Attitude play significant role in Consumer
decision-making process and buying products.
 Consumer behaviorists said that an individual’s
dealings can be forecasted by their attitudes.
 Attitude Play important role in green purchasing.

9. Literature Review Conti…
Eco-Labeling
 One of the significant green marketing tools is using
Eco-label on environmental friendly products.
 Marketers Use Environmental labels to promote the
identification of green products.
 It Perform main functions for consumers like to
Provide Information about characteristics such as
product’s quality and value of the products.

10. Data Collection
Secondary Data:
 Secondary Data was Consulted from Previously done research
articles Related to Green Marketing.
Primary Data:
 Focus Groups was Conducted for Collection of Primary data to support
the literature review.
 Four Focus Groups was Conducted.
 Two Groups consists of Males one of Females and 4th one was of both
males and females.
 Each Group was of Six Members.

11. Methodology
Green Marketing and Social Responsibility:
Most of the respondents said that attitude of the people
can be changed towards green products:
 By realizing them the benefits of Green Products.
 Through Their social responsibility to protect
environment from unpleasant effect of the other products.
 By using green campaigns, promotional campaigns on
T.V just like Polio campaigns.

12. Methodology Conti…
Green Marketing and Eco Labeling:
 Almost all the respondents know the importance of
green labeling and have the opinion that:
 “Packing and Eco Label design of product should
promotes product’s qualities to encourage consumers
for adapting green products.
 Eco Label gives you the Information Regarding the
product characteristics and quality and value etc.

13. Methodology Conti…
Green Marketing and Advertisement:
 The respondents were of the opinion that
Advertisements will affect the attitude of the
consumer If:
 It is promoted like other social campaigns
like AIDS, Polio on print and Electronic etc.

14. Methodology Conti…
Green marketing and Government and
Organization’s Policies:
 Most of the people said that:
 Government Policies are there regarding green
marketing but its implementation is required.
 Companies should try to link the corporate brand
with green marketing to enhance social
responsibility of consumers.

15. RECOMMENDATIONS
&CONCLUSION
 Green Marketing Needs Continuous
Development Through Constant Inputs from
the Suppliers, Government Legislations,
Policies and the People.
 For the Success of Green Marketing the
Company’s Green Promotion Strategy can be
Associated to the Target Markets.

16. RECOMMENDATIONS
&CONCLUSION
 Companies Should Start Focusing on
Developing a Green Product that Cover a
Demand and also Support the Company’s
Core Positioning.
 Companies Should also Present Efforts in a
Manner that Reduces the Threat Related to
Costs.

17. RECOMMENDATIONS
&CONCLUSION
 For The Success of Green Marketing it is Very
Important that Green Marketers Should
Identify all the Factors that Encourage Green
Purchasing.

18. THANK YOU!