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  • Dissertation Report On Opportunity & Challenges For Green Marketing (By GYANDEEP)

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    gyandeep kumar
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    Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing. Green marketing to some extent strengthen company’s image in the mind of respondents that is very much clear from trustworthiness of green claims and certainly it do have positive image of the organization in the minds of the respondents. It was observed that the respondents who were more proactive with the environmental behaviour have positive attitude towards green advertisements. It is evident that green marketing have positive impact on only those who are already practicing it. Rest of the respondents who were passive had very less impact on their buying behaviour. Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, the responsibility should not be theirs alone. Ultimately green marketing requires that consumers want a cleaner environment and are willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution. We need to come out through green myopia. Having said this, it must not be forgotten that the industrial buyer also has the ability to pressure suppliers to modify their activities. Thus an environmental committed organization may not only produce goods that have reduced their detrimental impact on the environment, they may also be able to pressure their suppliers to behave in a more environmentally responsible fashion. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture and thus ensure all organizations minimize the detrimental environmental impact of their activities. Thus green marketing should look at minimizing environmental harm, not necessarily eliminating it. Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, ultimately it is consumers who demand goods, and thus create environmental problems. One example of this is where McDonald's is often blamed for polluting the environment because much of their packaging finishes up as roadside waste. It must be remembered that it is the uncaring consumer who chooses to disposes of their waste in an inappropriate fashion. While firms can have a great impact on the natural environment, the responsibility should not be theirs alone. It appears that consumers are not overly committed to improving their environment and may be looking to lay too much responsibility on industry and government. Thus, we can say that there are sufficient opportunities for green marketing in the Dehradun city but it may also face lot of challenges as considerable percentage of population are not aware and also willing to know the affairs of green marketing initiatives. We need to educate them through proper campaigns. Green marketer must find an opportunity to enhance you product's performance and strengthen your customer's loyalty. For further assistance contact me at: gyandip@in.com

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    Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing. Green marketing to some extent strengthen company’s image in the mind of respondents that is very much clear from trustworthiness of green claims and certainly it do have positive image of the organization in the minds of the respondents. It was observed that the respondents who were more proactive with the environmental behaviour have positive attitude towards green advertisements. It is evident that green marketing have positive impact on only those who are already practicing it. Rest of the respondents who were passive had very less impact on their buying behaviour. Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, the responsibility should not be theirs alone. Ultimately green marketing requires that consumers want a cleaner environment and are willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution. We need to come out through green myopia. Having said this, it must not be forgotten that the industrial buyer also has the ability to pressure suppliers to modify their activities. Thus an environmental committed organization may not only produce goods that have reduced their detrimental impact on the environment, they may also be able to pressure their suppliers to behave in a more environmentally responsible fashion. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture and thus ensure all organizations minimize the detrimental environmental impact of their activities. Thus green marketing should look at minimizing environmental harm, not necessarily eliminating it. Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, ultimately it is consumers who demand goods, and thus create environmental problems. One example of this is where McDonald's is often blamed for polluting the environment because much of their packaging finishes up as roadside waste. It must be remembered that it is the uncaring consumer who chooses to disposes of their waste in an inappropriate fashion. While firms can have a great impact on the natural environment, the responsibility should not be theirs alone. It appears that consumers are not overly committed to improving their environment and may be looking to lay too much responsibility on industry and government. Thus, we can say that there are sufficient opportunities for green marketing in the Dehradun city but it may also face lot of challenges as considerable percentage of population are not aware and also willing to know the affairs of green marketing initiatives. We need to educate them through proper campaigns. Green marketer must find an opportunity to enhance you product's performance and strengthen your customer's loyalty. For further assistance contact me at: gyandip@in.com

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    Dissertation Report On Opportunity & Challenges For Green Marketing (By GYANDEEP)

    Загружено:

    gyandeep kumar
    Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing. Green marketing to some extent strengthen company’s image in the mind of respondents that is very much clear from trustworthiness of green claims and certainly it do have positive image of the organization in the minds of the respondents. It was observed that the respondents who were more proactive with the environmental behaviour have positive attitude towards green advertisements. It is evident that green marketing have positive impact on only those who are already practicing it. Rest of the respondents who were passive had very less impact on their buying behaviour. Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, the responsibility should not be theirs alone. Ultimately green marketing requires that consumers want a cleaner environment and are willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution. We need to come out through green myopia. Having said this, it must not be forgotten that the industrial buyer also has the ability to pressure suppliers to modify their activities. Thus an environmental committed organization may not only produce goods that have reduced their detrimental impact on the environment, they may also be able to pressure their suppliers to behave in a more environmentally responsible fashion. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture and thus ensure all organizations minimize the detrimental environmental impact of their activities. Thus green marketing should look at minimizing environmental harm, not necessarily eliminating it. Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, ultimately it is consumers who demand goods, and thus create environmental problems. One example of this is where McDonald's is often blamed for polluting the environment because much of their packaging finishes up as roadside waste. It must be remembered that it is the uncaring consumer who chooses to disposes of their waste in an inappropriate fashion. While firms can have a great impact on the natural environment, the responsibility should not be theirs alone. It appears that consumers are not overly committed to improving their environment and may be looking to lay too much responsibility on industry and government. Thus, we can say that there are sufficient opportunities for green marketing in the Dehradun city but it may also face lot of challenges as considerable percentage of population are not aware and also willing to know the affairs of green marketing initiatives. We need to educate them through proper campaigns. Green marketer must find an opportunity to enhance you product's performance and strengthen your customer's loyalty. For further assistance contact me at: gyandip@in.com

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    из 71

    DISSE

    ISSERTATION REPORT
    RT
    ON

    OPPORTUNI
    NITIES
    &
    CHALLENG
    NGES
    FOR

    GREE
    EEN
    MARKETIN
    With
    ING

    ith
    special
    reference
    to
    Dehradun
    city

    SUBMITTED FOR THE PARTIAL FULFILLMENT OF MASTER


    R OF
    O BUSINESS
    ADMINISTRATION COURSE
    RSE AFFILIATED TO UTTARAKHAND TECHN
    CHNIVAL UNIVERSITY

    Submitted to: Submitted


    itted by:
    Mr. Rajat Dimri Gyandee eep Kumar
    Faculty & Guide Roll no. : 08260500034
    08
    Marketing MBA 2008 08-2010

    SHRI GURU RAM RAI INSTITUTE OF TECHNOLOGY


    Y & SCIENCE

    PATEL NAGAR, DEHRADUN-248001


    SHRI GURU RAM RAI INSTIUUTE OF TECHNOLOGY & SCIENCE
    P.O. Box No. 80, Patel Nagar, Dehradun Pin: 248001 Uttarakhand (INDIA)
    Phone: (0135) 272 1585/ 272 1763/ 272 6435 Website: www.sgrrits.org

    BOAFIDE CERTIFICATE

    Certified that this project report titled “Opportunities & Challenges for
    Green Marketing with special reference to Dehradun city” is the bonafide
    work of Mr. Gyandeep Kumar student of MBA Marketing 4th semester who
    carried out the research under my supervision. Certified further, that to the best
    of my knowledge the work reported herein does not form part of any other
    project report or dissertation on the basis of which a degree or award was
    conferred on an earlier occasion on this or any other candidate.

    Date: Rajat Praveen Dimri

    Place: Faculty Management

    Page | i
    DECLARATIO

    I hereby declare that dissertation report entitled “Opportunities & Challenges for
    Green Marketing with special reference to Dehradun city” written and submitted by
    me under the guidance of Mr. RAJAT PRAVEEN DIMRI, faculty management,
    SGRR-ITS, Dehradun is my original work.

    The empirical findings are based on data collected by myself.


    While preparing the report I have not copied from any source or other projects
    submitted for similar purpose.

    Date: (GYANDEEP KUMAR)

    Roll No. : 08260500034

    Place: MBA 2008-2010

    Page | ii
    ACKOWLEDGEMET

    If words are considered as a symbol of approval and tokens of appreciation then let the
    words play the heralding role of expressing my gratitude. It is a moment of pleasure for
    me to acknowledge the help and support for those people who made me able to present
    this dissertation report for evaluation as the partial fulfillment of “Master Of Business
    Administration’’.

    I take this opportunity to thank and show gratefulness to my guide Mr. Rajat Praveen
    Dimri (Faculty Management), Shri Guru Ram Rai Institute Of Technology And
    Science, Dehradun for his precious guidance and mentoring but for which my training
    here would not been so rewarding and fruitful.

    At last it is my pious duty to record my heartiest gratitude to my parents


    and my family who taught first lessons of life and inspired me to face the hardships
    of life. At last, I would like to thank all my SGRRIT’an friends for their love, faith
    and support.

    ZçtÇwxxÑ ^âÅtÜ

    Page | iii
    ABSTRACT

    In today's business world environmental issues plays an important role in marketing.


    All most all the governments around the world have concerned about green
    marketing activities that they have attempted to regulate them. There has been little
    attempt to academically examine environmental or green marketing. It introduces the
    terms and concepts of green marketing, briefly discuss why going green is important
    and also examine some of the reason that organizations are adopting a green
    marketing philosophy. It also focuses some of the problems with green marketing.

    It identifies the key to successful green marketing:

    • Credibility
    • Publicize stories of the company’s and employees’ green initiatives.
    • Enter environmental awards programs to profile environmental credentials to
    customers and stakeholders.
    • Never overstate environmental claims or establish unrealistic expectations.

    It also tells about Why Are Firms Using Green Marketing:

    • Organizations perceive environmental marketing to be an opportunity that can


    be used to achieve its objectives
    • Organizations believe they have a moral obligation to be more socially
    responsible
    • Governmental bodies are forcing firms to become more responsible
    • Competitors' environmental activities pressure firms to change their
    environmental marketing activities
    • Cost factors associated with waste disposal, or reductions in material usage
    forces firms to modify their behavior

    This report also stresses upon the effect of green marketing on the consumers. Green
    marketing isn't just a catchphrase; it's a marketing strategy that can help you get more
    customers and make more money. But only if you do it right.

    Page | iv
    COTETS

    S.N TOPIC Page

    Certificate i

    Declaration ii

    Acknowledgement Iii

    Abstract iv

    CHAPTER 1 Introduction 01

    CHAPTER 2 Research Methodology 36

    CHAPTER 3 Data Analysis & Interpretation 39

    CHAPTER 4 Conclusion 55

    CHAPTER 5 Suggestion 58

    Bibliography 61

    Annexure 63

    Page | v
    CHAPTER- ONE

    INTRODUCTION
    • GREEN MARKETING DEFINITION………. 02
    • BIRTH OF GREEN MARKETING…….…….. 04
    • NEED OF GREEN MARKETING…………….. 06
    • CHALLENGES OF GREEN MARKETING..18
    • BENEFITS OF GREEN MARKETING………21
    • SWOT ANALYSIS………………………………………. 23

    Page | 1
    ITRODUCTIO

    According to the American Marketing Association, Green Marketing is the marketing of


    products that are presumed to be environmentally safe. Thus 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 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 it or
    produced and/or packaged in an environmentally friendly way.

    As per Mr. J. Polonsky, Green Marketing can be defined as, "All activities designed to
    generate and facilitate any exchange intended to satisfy human needs or wants such that
    satisfying of these needs and wants occur with minimal detrimental input on the national
    environment."

    Green Marketing involves developing and promoting products and services that satisfy
    customer's want and need for Quality, Performance, Affordable Pricing and Convenience
    without having a detrimental input on the environment.

    Goals of Green Marketing:


     Eliminate the concept of waste
     Reinvent the concept of product
     Make prices reflect actual and environmental costs
     Make environmentalism profitable
     Bringing out product modifications
     Changing in production processes
     Packaging changes
     Modifying advertising.

    Page | 2
    *Figure 1: The many meaning of term green
    Yet defining green marketing is not a simple task where several meanings intersect and
    contradict each other; an example of this will be the existence of varying social,
    environmental and retail definitions attached to this term. Other similar terms used are
    Environmental Marketing and Ecological Marketing. The legal implications of marketing
    claims call for caution. Misleading or overstated claims can lead to regulatory or civil
    challenges. In the USA, the Federal Trade Commission provides some guidance on
    environmental marketing claims. So, in simple terms 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 an
    environmentally friendly way.

    The obvious assumption of green marketing is that potential consumers will view a
    product or service's "greenness" as a benefit and base their buying decision accordingly.
    Green marketers though argue that it is a way to use the environmental benefits of a
    product or service to promote sales. Many consumers will choose products that do not
    damage the environment over less environmentally friendly products, even if they cost
    more. With green marketing, advertisers focus on environmental benefits to sell products
    such as biodegradable diapers, energy-efficient light bulbs, and environmentally safe
    detergents. People buy billions of dollars worth of goods and services every year—many
    which harm the environment in how they are harvested, made, or used. Environmentalists
    support green marketing to encourage people to use environmentally preferable
    alternatives, and to offer incentives to manufacturers that develop more environmentally
    beneficial products.
    Page | 3
    *Sources: [Peattie, K. (1995), Environmental Marketing Management, p.26]
    BIRTH OF GREE MARKETIG

    The concept of green marketing has been around at least since the first Earth Day in 1970.
    But the idea did not catch on until the 1980s, when rising public interest in the
    environment led to a demand for more green products and services. Manufacturers
    responded to public interest by labelling hundreds of new products "environmentally
    friendly"—making claims that products were biodegradable, compostable, energy
    efficient, or the like. The term Green Marketing came into prominence in the late 1980s
    and early 1990s.

    The American Marketing Association (AMA) held the first workshop on


    "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the
    first books on green marketing entitled "Ecological Marketing". The first wave of Green
    Marketing occurred in the 1980s. Corporate Social Responsibility (CSR) Reports started
    with the ice cream seller Ben & Jerry's where the financial report was supplemented by a
    greater view on the company's environmental impact. In 1987 a document prepared by the
    World Commission on Environment and Development defined sustainable development as
    meeting “the needs of the present without compromising the ability of future generations
    to meet their own need”, this became known as the Brundtland Report and was another
    step towards widespread thinking on sustainability in everyday activity. Two tangible
    milestones for wave 1 of green marketing came in the form of published books, both of
    which were called Green Marketing. They were by Ken Peattie (1992) in the United
    Kingdom and by Jacquelyn Ottman (1993) in the United States of America. According to
    Jacquelyn Ottman, (author of Green Marketing: Opportunity for Innovation) from an
    organizational standpoint, environmental considerations should be integrated into all
    aspects of marketing — new product development and communications and all points in
    between. The holistic nature of green also suggests that besides suppliers and retailers new
    stakeholders be enlisted, including educators, members of the community, regulators, and
    NGOs. Environmental issues should be balanced with primary customer needs.

    The past decade has shown that harnessing consumer power to effect positive
    environmental change is far easier said than done. The so-called "green consumer"

    Page | 4
    movements in the U.S. and other countries have struggled to reach critical mass and to
    remain in the forefront of shoppers' minds. While public opinion polls taken since the late
    1980s have shown consistently that a significant percentage of consumers in the U.S. and
    elsewhere profess a strong willingness to favour environmentally conscious products and
    companies, consumers' efforts to do so in real life have remained sketchy at best. One of
    green marketing's challenges is the lack of standards or public consensus about what
    constitutes "green," according to Joel Makower, a writer on green marketing. In essence,
    there is no definition of "how good is good enough" when it comes to a product or
    company making green marketing claims. This lack of consensus—by consumers,
    marketers, activists, regulators, and influential people—has slowed the growth of green
    products, says Makower, because companies are often reluctant to promote their green
    attributes, and consumers are often skeptical about claims.

    Despite these challenges, green marketing has continued to gain adherents,


    particularly in light of growing global concern about climate change. This concern has led
    more companies to advertise their commitment to reduce their climate impacts, and the
    effect this is having on their products and services.

    The green marketing has evolved over a period of time. According to Peattie
    (2001), the evolution of green marketing has three phases. First phase was termed as
    "Ecological" green marketing, and during this period all marketing activities were
    concerned to help environment problems and provide remedies for environmental
    problems. Second phase was "Environmental" green marketing and the focus shifted on
    clean technology that involved designing of innovative new products, which take care of
    pollution and waste issues. Third phase was "Sustainable" green marketing. It came into
    prominence in the late 1990s and early 2000.

    Page | 5
    EED OF GREE MARKETIG

    WHY IS GREE" MARKETI"G CHOSE" BY MOST MARKETERS?

    Most of the companies are venturing into green marketing because of the following
    reasons:

    Issues like Global warming and depletion of ozone umbrella are important for the healthy
    survival. Every person rich or poor would be interested in quality life with full of health
    and vigour and so would the corporate class. Financial gain and economic profit is the
    main aim of any corporate business. But harm to environment cost by sustain business
    across the globe is realized now though off late. This sense is building corporate
    citizenship in the business class. So green marketing by the business class is still in the
    selfish anthological perspective of long term sustainable business and to please the
    consumer and obtain the sanction license by the governing body. Industries in Asian
    countries are catching the need of green marketing from the developed countries but still
    there is a wide gap between their understanding and implementation.

    Green marketing has been widely adopted by the firms worldwide and the following are
    the possible reasons cited for this wide adoption. There are basically five reasons for
    which a marketer should go for the adoption of green marketing.

    They are:

     Opportunities or competitive advantage


     Corporate social responsibilities (CSR)
     Government pressure
     Competitive pressure
     Cost or profit issues

    1) OPPORTU(ITIES - As demands change, many firms see these changes as an opportunity


    to be exploited and have a competitive advantage over firms marketing non-
    environmentally responsible alternatives. Some examples of firms who have strived to
    Page | 6
    become more environmentally responsible, in an attempt to better satisfy their consumer
    needs are:

    •McDonald's replaced its clam shell packaging with waxed paper because of increased
    consumer concern relating to polystyrene production and Ozone depletion.

    •The Surf Excel detergent which saves water (advertised with the message—"do bucket
    paani roz bachana").

    •The energy-saving LG consumers durables are examples of green marketing.

    •We also have green buildings which are efficient in their use of energy, water and
    construction materials, and which reduce the impact on human health and the environment
    through better design, construction, operation, maintenance and waste disposal. In India,
    the green building movement, spearheaded by the Confederation of Indian industry (CII) -
    Godrej Green business Center, has gained tremendous impetus over the last few years.
    From 20,000 sq ft in 2003, India's green building footprint is now over 25 million sq ft.

    •Xerox introduced a "high quality" recycled photocopier paper in an attempt to satisfy the
    demands of firms for less environmentally harmful products.

    2) CORPOPRATE SOCIAL RESPO(SIBILITY- Many firms are beginning to realize that


    they are members of the wider community and therefore must behave in an
    environmentally responsible fashion. This translates into firms that believe they must
    achieve environmental objectives as well as profit related objectives. This results in
    environmental issues being integrated into the firm's corporate culture. There are examples
    of firms adopting both strategies. Organizations like the Body Shop heavily promote the
    fact that they are environmentally responsible. While this behaviour is a competitive
    advantage, the firm was established specifically to offer consumers environmentally
    responsible alternatives to conventional cosmetic products. This philosophy is directly tied
    to the overall corporate culture, rather than simply being a competitive tool.

    Fund managers and corporate developers too, are taking into account the environmental
    viability of the company they invest in Venture Capitalists are investing in green business

    Page | 7
    because they believe it's a growth opportunity. Britain based HSBC became the world's
    first bank to go carbon neutral late last year and is now turning its 11000 buildings in 76
    countries worldwide into models of energy efficiency." our customers have told us that
    they decide where they shop based on whether the business is a good neighbour ."Says
    David North, Tesco’s community director.

    An example of a firm that does not promote its environmental initiatives is Coca-Cola.
    They have invested large sums of money in various recycling activities, as well as having
    modified their packaging to minimize its environmental impact. While being concerned
    about the environment, Coke has not used this concern as a marketing tool. Thus many
    consumers may not realize that Coke is a very environmentally committed organization.
    Another firm who is very environmentally responsible but does not promote this fact, at
    least outside the organization, is Walt Disney World (WDW). WDW has an extensive
    waste management program and infrastructure in place, yet these facilities are not
    highlighted in their general tourist promotional activities.

    3) GOVER(ME(T PRESSURE – As with all marketing related activities, governments


    want to "protect" consumers and society; this protection has significant green marketing
    implications. Governmental regulations relating to environmental marketing are designed
    to protect consumers in several ways. They are:

     Reduce production of harmful goods or by-products


     Modify consumer and industry's use and/or consumption of harmful goods
     Ensure that all types of consumers have the ability to evaluate the environmental
    composition of goods.
     The ban of plastic bags in Mumbai, prohibition of smoking in public areas, etc.

    Governments establish regulations designed to control the amount of hazardous wastes


    produced by firms. For example:

    Page | 8
     New Delhi, the India's capital was getting polluted gradually at a very fast pace till
    Supreme Court of India forced a change of fuel on it. In 2002, a directive was issued to
    completely adopt CNG in all public transport systems to curb pollution.
     One of the more recent publicized environmental regulations undertaken by
    governments has been the establishment of guidelines designed to "control" green
    marketing claims. These regulations include the Australian Trade Practices
    Commission's (TPC) "Environmental Claims in Marketing - A Guideline , the US
    Federal Trade Commission's (FTC) "Guides for the Use of Environmental Marketing
    Claims" and the regulations suggested by the National Association of Attorneys-
    General .These regulations are all designed to ensure consumers have the appropriate
    information which would enable them to evaluate firm's environmental claims.

    4) COMPETITIVE PRESSURE – Another major force in the environmental marketing area


    has been firms' desire to maintain their competitive position. In many cases firms observe
    competitors promoting their environmental behaviours and attempt to emulate this
    behaviour. In some instances this competitive pressure has caused an entire industry to
    modify and thus reduce its detrimental environmental behaviour. For example, it could be
    argued that Xerox's "Revive 100% Recycled paper" was introduced a few years ago in an
    attempt to address the introduction of recycled photocopier paper by other manufacturers.
    In another example when one tuna manufacture stopped using driftnets the others followed
    suit.

    5) COST OR PROFIT ISSUES – Reduction of harmful waste may lead to substantial cost
    savings. Sometimes, many firms develop symbiotic relationship whereby the waste
    generated by one company is used by another as a cost-effective raw material. For
    example, the fly ash generated by thermal power plants, which would otherwise
    contributed to a gigantic quantum of solid waste, is used to manufacture fly ash bricks for
    construction purposes. Firms may also use green marketing in an attempt to address cost or
    profit related issues. Disposing of environmentally harmful by-products, such as
    polychlorinated biphenyl (PCB) contaminated oil are becoming increasingly costly and in
    some cases difficult.
    Page | 9
    Therefore firms that can reduce harmful wastes may incur substantial cost savings.
    When attempting to minimize waste, firms are often forced to re-examine their production
    processes. In these cases they often develop more effective production processes that not
    only reduce waste, but reduce the need for some raw materials. This serves as a double
    cost savings, since both waste and raw material are reduced.

    In other cases firms attempt to find end - of - pipe solutions, instead of minimizing waste.
    In these situations firms try to find markets or uses for their waste materials, where one
    firm's waste becomes another firm's input of production. One Australian example of this is
    a firm who produces acidic waste water as a by-product of production and sells it to a firm
    involved in neutralizing base materials.

    Page | 10
    GREE MARKETIG MIX

    Green Marketing mix consists of following:

     Product Mix
     Price Mix
     Place Mix &
     Promotion Mix

    1) PRODUCT MIX:

    Entrepreneurs wanting to exploit emerging green markets either: Identify customers’


    environmental needs and develop products to address these needs or will develop
    environmentally responsible products to have less impact than competitors.

    The increasingly wide variety of products on the market that support sustainable
    developments are:

     Products made from recycled goods, such as Quick’ N Tuff housing materials made
    from recycled broccoli boxes.
     Products that can be recycled or reused.
     Efficient products, which save water, energy or gasoline, save money and reduce
    environmental impact.
     Products with environmentally responsible packaging, McDonalds, for example,
    changed their packaging from polystyrene clamshells to paper.
     Products with green labels, as long as they offer substantiation.
     Certified products, which meet or exceed environmentally responsible criteria.
     Organic products-many customers are prepared to pay a premium for organic
    products, which offer promise of quality. Organic butchers, for example, promote
    the added qualities such as taste and tenderness.
     A service that rents or loans products-toy libraries.

    Page | 11
    Whatever the product or service, it is vital to ensure that products meet or exceed the
    quality expectation of customers and is thoroughly tested.

    2) PRICE MIX:

    Pricing is the critical element of the marketing mix. Most customers will only be prepared
    to pay a premium if there is a perception of additional product value. This value may be
    improved performance, function, design, visual appeal or taste. Environmental benefits
    will often be the deciding factor between products of equal value or quality.

    Environmentally responsible products, however are often less expensive when product life
    cycle coast are taken into consideration, for example fuel-efficient vehicles, water efficient
    printing and non-hazardous products.

    3) PLACE MIX:

    The choice of where and when to make products available will have significant impact on
    the customers you attract. Very few customers go out of their way to buy green products
    merely for the sake of it. Marketers looking to successfully introduce new green products
    should position them broadly in the market place so they are not just appealing to a small
    green niche market.

    The location must also be consistent with the image you want to project and allow
    you to project your own image rather than being dominated or compromised by the image
    of venue. The location must differentiate you from the competitors. This can be achieved
    by in-store promotions and visually appealing displays or using recycled materials to
    emphasize the environmental and other benefits.

    4) PROMOTIO( MIX:

    Promoting products and services to target markets include paid advertising, public
    relations, sales promotions, direct marketing and on-site promotions. Smart green
    Page | 12
    marketers will be able to reinforce environmental credibility by using sustainable
    marketing and communication tools and practices. For example, many companies in the
    financial industry are providing electronic statements by email; e-marketing is rapidly
    replacing more traditional marketing methods and printed materials can be produced using
    recycled materials and efficient processes such as waterless printing.

    Retailers, for example are recognizing the value of alliances with other companies,
    environmental groups and research organizations. When promoting their environmental
    commitment to reduce the use of plastic bags and promote their green commitment, some
    retailers sell shopping bags and promote their green commitments.

    **Figure 2: The Green Marketing Components

    Page | 13
    **Source: [Peattie (1992), p.104]
    MOVIG TOWARDS GREE MARKETIG

    The era of green marketing has begun. It has already been granted wide acceptance by all
    stakeholders. However, there is a need to lay down the standards and practices, in order to
    bring in objectivity in the judgment of various national and international agencies. This
    will not only encourage the activities of green marketing but shall also provide the much
    needed level playing fields to all.

     DEVELOPME(T OF ISO 14000 SERIES OF STA(DARDS:

    ISO has been developed to help any company in any country to meet the goal of
    sustainable development and environmental friendliness. The ISO 14000 family of
    standards (i.e. ISO 14001, 14004, 14010, 14011 and 1412) were published as an official
    document in 1996.

    The ISO series aims to provide guidance for developing a comprehensive approach
    to environmental management and for standardizing some key environmental tools of
    analysis such as labeling and life cycle assessment.

     ECO-LABELI(G I(ITIATIVES:

    Eco label provide information regarding the environmental performance of products. The
    objective of eco-labeling is to provide authentication to genuine claims regarding the
    environmental impact of products and processes by manufacturers.

    In India the government has introduced the eco-mark scheme since 1981. The
    objectives of the scheme are:

    • To provide incentives to manufacturers and importers to reduce the adverse


    environmental impact of products.
    • To reward genuine initiatives by companies to reduce adverse impact of environmental
    impact of products.
    Page | 14
    • To assist consumers to become environmentally responsible in their daily lives by
    providing them information to take account of environmental factors in their daily lives.
    • To encourage citizens to purchase products which have less environmental impact.

     ECO-LABELLI(G SCHEMES I( I(DIA:

    The Ministry of environment and forest of government of India has prescribed the
    following criteria for products:

    • That they cause substantially less pollution than comparable products in production,
    usage and disposal,
    • That they are recycled and/or recyclable whereas comparable products are not.
    • That they contribute to a reduction on adverse environmental health consequences.
    • That they comply with laws, standards and regulations pertaining to the environment.
    • That their price is not exorbitantly higher than comparable products.

     ECO-MARK I( I(DIA:

    Under the concept, products which are less harmful to the environment or have benign
    impact on environment through the various stages of development-manufacture,
    packaging, distribution, use and disposal or recycling may be awarded the Eco-Mark. An
    earthen pot has been chosen as the logo for Eco-Mark scheme in India. The familiar
    earthen pot has renewable resource like earth, does not produce hazardous waste and
    consume little energy in making. As a symbol it puts across its environmental message. Its
    image has the ability to reach people and help to promote a greater awareness of the need
    to be kind to the environment. The logo Eco-Mark scheme signifies that the product which
    carries it does least damage to the environment.

    Page | 15
     STAKEHOLDERS I( GREE( MARKETI(G:

    They are all the people or groups whose lives or environment are affected by the project,
    but who receive no direct benefit from it. These can include the team’s families, people
    made redundant by the changes introduced, people who buy the product and the local
    community.

     FRAMEWORK FOR PROPER IDE(TIFICATIO( OF STAKEHOLDERS:

    • Identifying appropriate stakeholders


    • Specifying the nature of their interests
    • Measuring the stakeholder interest
    • Predicting what each stakeholder’s future behaviour will be to satisfy his/her stake
    • Evaluating the impact of the expected behaviour on the project team’s latitude in
    managing the project politics.

    Page | 16
    GREE CODE

    G: Generalizes with care. Consumer behavior will not necessarily be consistent across
    different product types, and particular market segments may respond to certain issues on
    the green agenda but not others.

    R: Remembers, the validity of a piece of market research is not related to the degree to
    which it supports your preferred option.

    E: Explores the context from which market research data comes. Be clear on the nature of
    the sample used, the questions asked, the way in which responses were recorded and the
    time and place from which the responses come.

    E: Ensures that where market research is crossing international borderlines, that the
    terminology and interpretation remains consistent. Terms like ‘environment’, ‘green’ and
    ‘conservation’ do not always translate precisely between languages.

    : Neutrality is important. Ensure that when you pose questions to consumers, that they
    can make any response without being made to feel guilty or uncomfortable, and ensure
    that your own preconceptions about the green agenda (such as an assumption that green
    products will cost extra) are not encoded within the questions.

    Page | 17
    CHALLEGES I GREE MARKETIG

    Many organizations want to turn green, as an increasing number of consumers' want to


    associate themselves with environmental-friendly products. Alongside, one also witnesses
    confusion among the consumers regarding the products. In particular, one often finds
    distrust regarding the credibility of green products. Therefore, to ensure consumer
    confidence, marketers of green products need to be much more transparent, and refrain
    from breaching any law or standards relating to products or business practices.

    There are numerous challenges in the field of green marketing. Some of the major hurdles
    are as following:

    (eed For Standardization:


    It is found that very less percentage of the marketing messages from “Green” campaigns
    are entirely true and there is a lack of standardization to authenticate these claims. There is
    no standardization to authenticate these claims. There is no standardization currently in
    place to certify a product as organic. Unless some regulatory bodies are involved in
    providing the certifications there will not be any verifiable means. A standard quality
    control board needs to be in place for such labelling and licensing.

    (ew Concept:
    Indian literate and urban consumer is getting more aware about the merits of Green
    products. But it is still a new concept for the masses. The consumer needs to be educated
    and made aware of the environmental threats. The new green movements need to reach the
    masses and that will take a lot of time and effort. By India’s ayurvedic heritage, Indian
    consumers do appreciate the importance of using natural and herbal beauty products.
    Indian consumer is exposed to healthy living lifestyles such as yoga and natural food
    consumption. In those aspects the consumer is already aware and will be inclined to accept
    the green products.

    Page | 18
    Patience And Perseverance:
    The investors and corporate need to view the environment as a major long-term investment
    opportunity, the marketers need to look at the long-term benefits from this new green
    movement. It will require a lot of patience and no immediate results. Since it is a new
    concept and idea, it will have its own acceptance period.

    Avoiding Green Myopia:


    The first rule of green marketing is focusing on customer benefits i.e. the primary reason
    why consumers buy certain products in the first place. Do this right, and motivate
    consumers to switch brands or even pay a premium for the greener alternative. It is not
    going to help if a product is developed which is absolutely green in various aspects but
    does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the
    green products are priced very high then again it will loose its market acceptability.

    Some Other Challenges Ahead In Green Marketing Are:

    * Green products require renewable and recyclable material, which is costly


    * Requires a technology, which requires huge investment in R & D
    * Water treatment technology, which is too costly
    * Majority of the people are not aware of green products and their uses
    * Majority of the consumers are not willing to pay a premium for green products.

    Green Washing

    In spite of its growing popularity, the green marketing movement faced serious setbacks in
    the late 1980s because many industries made false claims about their products and
    services. For instance, the environmental organization Corp Watch , which issues annually
    a list of the top ten "green washing" companies, included BP Amoco for advertising its
    "Plug in the Sun" program, in which the company installed solar panels in two hundred gas
    stations, while continuing to aggressively lobby to drill for oil in the Arctic National
    Page | 19
    Wildlife Refuge. Green marketing can be a very powerful marketing strategy though when
    it's done right. In a similar kind of case Chad’s green marketing campaign bombed because
    he made the mistake of packaging his environmentally friendly product in Styrofoam,
    emitting CFC’s.

    Without environmental labelling standards, consumers could not tell which


    products and services were truly beneficial. Consumers ended up paying extra for
    misrepresented products. The media came up with the term "green washing" to describe
    cases where organizations misrepresented themselves as environmentally responsible. So,
    While green marketing was growing greatly as increasing numbers of consumers were
    willing to back their environmental consciousnesses with their dollars, it can be dangerous.
    The public tends to be skeptical of green claims to begin with and companies can seriously
    damage their brands and their sales if a green claim is discovered to be false or
    contradicted by a company's other products or practices. Thus, in other words presenting a
    product or service as green when it's not is called green washing.

    The Green Dilemma

    The past decade has shown that harnessing consumer power to effect positive
    environmental change is far easier said than done. The so-called "green consumer"
    movements in the country have struggled to reach critical mass and to remain in the
    forefront of shoppers' minds. One of green marketing's challenges is the lack of standards
    or public consensus about what constitutes "green". This lack of consensus -- by
    consumers, marketers, activists, regulators, and influential people -- has slowed the growth
    of green products, says Makeover, because companies are often reluctant to promote their
    green attributes, and consumers are often skeptical about claims.

    Despite these challenges, green marketing has continued to gain adherents,


    particularly in light of growing global concern about climate change. This concern has led
    more companies to advertise their commitment to reduce their climate impacts, and the
    effect this is having on their products and services.

    Page | 20
    BEEFITS OF GREE MARKETIG

    Today’s consumers are becoming more and more conscious about the environment and are
    also becoming socially responsible. Therefore, more companies are responsible to
    consumers’ aspirations for environmentally less damaging or neutral products. Many
    companies want to have an early mover advantage as they have to eventually move
    towards becoming green.

    Some of the advantages of green marketing are:

     It ensures sustained long term growth along with profitability.


     It saves money in the long run, though initially the cost is more.
     It helps the companies market their products and services keeping the environment
    aspects in mind.
     It helps in accessing the new markets and enjoying the competitive advantage.
     Most of the employees also feel proud and responsible to be working for an
    environmentally responsible company.
     Companies that develop new and improved products and services with environment
    inputs in mind give themselves access to new markets,
     It also increase their profit sustainability, and
     Enjoy a competitive advantage over the companies which are not concerned for the
    environment.

    With the proliferation of environmental stories in the press and broadcast media,
    individuals (whether as a consumer or acting for a company), are more aware of their
    personal responsibility to try to make a difference. Appealing to this need can increase
    response rates to marketing executions and build brand loyalty.

    Green marketing is very low on the agenda of most businesses and therefore its still
    an under-leveraged USP (Unique Selling Proposition). Effective green marketing targeted
    at the right audience will make a difference.

    Page | 21
    As resources are limited and human wants are unlimited, it is important for the marketers
    to utilize the resources efficiently without waste as well as to achieve the organization's
    objective. So green marketing is inevitable.

    There is growing interest among the consumers all over the world regarding protection of
    environment. Worldwide evidence indicates people are concerned about the environment
    and are changing their behaviour. As a result of this, green marketing has emerged which
    speaks for growing market for sustainable and socially responsible products and services.

    Man has limited resources on the earth, with which she/he must attempt to provide for the
    worlds' unlimited wants. There is extensive debate as to whether the earth is a resource at
    man's disposal. In market societies where there is "freedom of choice", it has generally
    been accepted that individuals and organizations have the right to attempt to have their
    wants satisfied. As firms face limited natural resources, they must develop new or
    alternative ways of satisfying these unlimited wants. Ultimately green marketing looks at
    how marketing activities utilize these limited resources, while satisfying consumers wants,
    both of individuals and industry, as well as achieving the selling organization's objectives.

    When looking through the literature there are several suggested reasons for firms increased
    use of Green Marketing. Five possible reasons cited are:

    a) Organizations perceive environmental marketing to be an opportunity that can be


    used to achieve its objectives
    b) Organizations believe they have a moral obligation to be more socially
    responsible
    c) Governmental bodies are forcing firms to become more responsible
    d) Competitors' environmental activities pressure firms to change their
    environmental marketing activities
    e) Cost factors associated with waste disposal, or reductions in material usage forces
    firms to modify their behavior.

    Page | 22
    GREE MARKETIG: SWOT AALYSIS

    As in formulation of green strategy, a firm may evolve it from a SWOT analysis


    Environmental Audit.

     STRE(GTHS:
    1. Marketers get access to new markets and gain an advantage over competitors that
    are not focusing on “greenness.”
    2. Marketers can charge a premium on products that are seen as more eco-
    responsible.
    3. Organizations that adopt green marketing are perceived to be more socially
    responsible.
    4. Green marketing builds brand equity and wins brand loyalty among customers.

    E.g. research and development capabilities for clean processes and green products
    and human resources committed to environmental protection.

     WEAK(ESS:
    1. Most customers choose to satisfy their personal needs before caring for
    environment.
    2. Overemphasizing greenness rather than customer needs can prove devastating for
    a product.
    3. Many customers keep away from products labeled “Green” because they see
    such labeling as a marketing gimmick, and they may lose trust in an organization
    that suddenly claims to be green.

    E.g. products cannot be recycled, and hazardous wastes) of a company.

    Page | 23
     OPPORTU(ITIES:
    1. Marketing to segment which are becoming more environmentally aware and
    concerned.
    These consumers are demanding products that conform to these new attitudes.
    2. Organizations perceive green marketing to be a competitive advantage, relative
    to the competitors. Firms, therefore, strive to improve upon their societal
    awareness. This complements the increase in consumers’ socially conscious
    behavior and will therefore give them an advantage over competitors who do not
    address these issues.

    E.g. offering an environmental friendly product and saving resources, and relating
    them to internal strengths.

     THREATS:
    1. Uncertainty as to the environmental impact of present activities, including that is
    perceived to be less environmentally harmful.
    2. Uncertainty as to which green marketing activities are acceptable from a
    government perspective.
    3. The possibility of a backlash from consumers or government based on existing
    green marketing claims, threat one and two above may cause backlash to arise.

    E.g. competitors gain market shares with green products and increased
    environmental regulations).

     E(VIRO(ME(TAL AUDIT:

    It is a management tool which can be used to assess the environmental performance


    of the company and its units and to identify the weak points. Environmental Audit
    is comprised of a systematic, documented, periodic and objective environmental
    performance evaluation and facilities.

    Page | 24
    GREE PRODUCTS: ITS CHARACTERISTICS

    These products that are manufactured through green technology and that caused no
    environmental hazards are called green products. Promotion of green technology and green
    products is necessary for conservation of natural resources and sustainable development.
    We can define green products by following measures:

     Products that are originally grown


     Products those are recyclable, reusable and biodegradable
     Products with natural ingredients
     Products containing recycled contents, non-toxic chemical
     Products contents under approved chemical
     Products that do not harm or pollute the environment
     Products that will not be tested on animals
     Products that have eco-friendly packaging i.e. reusable, refillable containers etc.

    Page | 25
    COMPAIES GREE IITIATIVE

    1. ITC: GREE CAMPAIG


    • ITC has been 'Carbon Positive' three years in a row (sequestering/storing twice the
    amount of CO2 than the Company emits).
    • 'Water Positive' six years in a row (creating three times more Rainwater Harvesting
    potential than ITC's net consumption).
    • Close to 100% solid waste recycling.
    • All Environment, Health and Safety Management Systems in ITC conform to the best
    international standards.
    • ITC's businesses generate livelihoods for over 5 million people.
    • ITC's globally recognised e-Choupal initiative is the world's largest rural digital
    infrastructure benefiting over 4 million farming families.
    • ITC's Social and Farm Forestry initiative has greened over 80,000 hectares creating an
    estimated 35 million person days of employment among the disadvantaged.
    • ITC's Watershed Development Initiative brings precious water to nearly 35,000 hectares
    of drylands and moisture-stressed areas.
    • ITC's Sustainable Community Development initiatives include women empowerment,
    supplementary education, integrated animal husbandry programmes.

    2. MARUTI: GREEIG THE SUPPLY CHAI


    • The company has remained ahead of regulatory requirements in pursuit of environment
    protection and energy conservation at its manufacturing facilities, and in development
    of products that use fewer natural resources and are environment friendly.

    • The company credited the 'Just-in-Time' philosophy adopted and internalized by the
    employees as the prime reason that helped to excel in this direction.

    • The company has been promoting 3R since its inception. As a result the company has
    not only been able to recycle 100% of treated waste water but also reduced fresh water
    consumption. The company has implemented rain water harvesting to recharge the
    Page | 26
    aquifers. Also, recyclable packing for bought out components is being actively
    promoted.

    • The company has been facilitating implementation of Environment Management


    System (EMS) at its suppliers' end. Regular training programs are conducted for all the
    suppliers on EMS. Surveys are conducted to assess the vendors who need more
    guidance. The systems and the environmental performance of suppliers are audited.

    • The green co-efficient of this system is much better than the conventional system.

    3. HCL’S: EVIROMET MAAGEMET & ECOSAFE POLICY


    • In building a system to identify, develop and sustain the maintenance of an
    environment management system at corporate level we have formulated a program
    that we proudly refer as HCL's ecosafe.

    • The aim is to encapsulate knowledge, awareness, and key developments on all


    environmental issues faced by today's world and to incorporate these in HCL's
    operations assuring our commitment in delivering quality products, solutions and
    services.

    • The key objective under HCL ecoSafe is targeted at integrating environmental


    management procedures into its business processes thereby protecting the
    environment, health, and safety of all its stakeholders. HCL commits to manufacture
    products that areenvironment friendly in all respects and are free from hazardous
    chemicals.

    • HCL ecoSafe focuses on product lifecycle management to ensure that our products
    right from when they are manufactured, bought by customers, recovered at their end-
    of-life and recycled after useful life are done in an environmentally responsible
    manner.

    Page | 27
    “GREE MARKETIG CASES”

     PHILIPS LIGHT'S CFL:

    Philips Lighting's first shot at marketing a standalone compact fluorescent light (CFL) bulb
    was Earth Light, at $15 each versus 75 cents for incandescent bulbs. The product had
    difficulty climbing out of its deep green niche. The company re-launched the product as 17
    "Marathon," underscoring its new "super long life" positioning and promise of saving $26
    in energy costs over its five-year lifetime Finally, with the U.S. EPA's Energy Star label to
    add credibility as well as new sensitivity to rising utility costs and electricity shortages,
    sales climbed 12 percent in an otherwise flat market.

     CAR SHARIG SERVICES:

    Car-sharing services address the longer-term solutions to consumer needs for better fuel
    savings and fewer traffic tie-ups and parking nightmares, to complement the
    environmental benefit of more open space and reduction of greenhouse gases. They may
    be thought of as a "time-sharing" system for cars. Consumers who drive less than 7,500
    miles a year and do not need a car for work can save thousands of dollars annually by
    joining one of the many services springing up, including ZipCar (East Coast), Flex Car
    (Washington State), and Hour Car (Twin Cities).

     ELECTROIC SECTOR:

    The consumer electronics sector provides room for using green marketing to attract new
    customers. One example of this is HP's promise to cut its global energy use 20 percent by
    the year 2010. To accomplish this reduction below 2005 levels, The Hewlett-Packard
    Company announced plans to deliver energy-efficient products and services and institute
    energy-efficient operating practices in its facilities worldwide.

    Page | 28
     ITRODUCTIO OF CG I DELHI:

    New Delhi, capital of India, was being polluted at a very fast pace until Supreme Court of
    India forced a change to alternative fuels. In 2002, a directive was issued to completely
    adopt CNG in all public transport systems to curb pollution.

     HIDUSTA PETROLEUM:

    Hindustan petroleum owns a massive e-waste recycling plants, where enormous shredders
    and granulators reduce four million pounds of computer detritus each month to bite-sized
    chunks-the first step in reclaiming not just steel and plastic but also toxic chemicals like
    mercury and even some precious metals. HP will take back any brand of equipment; its
    own machines are 100 percent recyclable. It has promised to cut energy consumption by
    20 percent by 2010.

     PROCTOR & GAMBLE:

    Laundry detergents are also touting energy savings. Proctor & Gamble’s (P&G) newest
    market entry, Tide Coldwater, is designed to clean clothes effectively in cold water. About
    80 to 85 percent of the energy used to wash clothes from heating water. Working with
    utility companies, P and G found that consumers could save energy and resources by using
    cold rather than warm water. As energy and resource prices continue to soar, opportunities
    for products offering efficiency and savings are destined for market growth.

    Page | 29
    PRESET TRED: GREE MARKETIG I IDIA

    • Organizations Perceive Environmental Marketing To Be An Opportunity That Can Be


    Used To Achieve Its Objectives:
    Firms have realized that consumers prefer products that do not harm the natural
    environment as also the human health. Firms marketing such green products are preferred
    over the others not doing so and thus develop a competitive advantage, simultaneously
    meeting their business objectives.

    • Organizations Believe They Have A Moral Obligation To Be More Socially Responsible:


    This is in keeping with the philosophy of CSR which has been successfully adopted by
    many business houses to improve their corporate image. Firms in this situation can take
    two approaches:
     Use the fact that they are environmentally responsible as a marketing tool.
     Become responsible without prompting this fact.

    • Governmental Bodies Are Forcing Firms To Become More Responsible:


    In most cases the government forces the firm to adopt policy which protects the interests
    of the consumers. It does so in following ways:
     Reduce production of harmful goods or by –products
     Modify consumer and industry’s use and /or consumption of harmful goods;
     Ensure that all types of consumers have the ability to evaluate the
    environmental composition of goods.

    • Competitors’ Environmental Activities Pressure Firms To Change Their


    Environmental Marketing Activities:
    In order to get even with competitors claim to being environmentally friendly, firms
    change over to green marketing. Result is green marketing percolates entire industry.

    • Cost Factors Associated With Waste Disposal Or Reductions In Material Usage


    Forces Firms To Modify Their Behaviour:

    With cost cutting becoming part of the strategy of the firms it adopts green marketing in
    relation to these activities. It may pursue these as follows:
     A Firm develops a technology for reducing waste and sells it to other firms.
     A waste recycling or removal industry develops.

    Page | 30
    THE FUTURE OF GREE MARKETIG

    There are many lessons to be learned to be learned to avoid green marketing myopia, the
    short version of all this is that effective green marketing requires applying good marketing
    principles to make green products desirable for consumers. The question that remains,
    however, is, what is green marketing’s future? Business scholars have viewed it as a
    “fringe” topic, given that environmentalism’s acceptance of limits and conservation does
    not mesh well with marketing’s traditional axioms of “give customer what they want” and
    “sell as much as you can”. Evidence indicates that successful green products have avoided
    green marketing myopia by following three important principles:

    • CO(SUMER VALUE POSITIO(I(G:

     Design environmental products to perform as well as (or better than) alternatives.


     Promote and deliver the consumer desired value of environmental products and
    target relevant consumer market segments.
     Broaden mainstream appeal by bundling consumer desired value into
    environmental products.

    • CALIBRATIO OF COSUMER KOWLEDGE:

     Educate consumers with marketing messages that connect environmental attributes


    with desired consumer value.
     Frame environmental product attributes as “solutions” for consumer needs.
     Create engaging and educational internet sites about environmental products
    desired consumer value.

    Page | 31
    • CREDIBILITY OF PRODUCT CLAIMS:

     Employ environmental product and consumer benefit claims that are specific and
    meaningful.
     Procure product endorsements or eco-certifications from trustworthy third parties
    and educate consumers about the meaning behind those endorsements and eco-
    certifications.
     Encourage consumer evangelism via consumers social and internet communication
    network with compelling, interesting and entertaining information about
    environmental products.

     STRATEGIES FOR GREE COMMUICATIO:

     Make environmental messages consistent with the company’s existing voice in the
    market place.
     Empower consumers to get involved to make a difference.
     Enlist cultural icons to tell the story.
     Show that environmental initiatives lead to better quality products.
     Be ready to experiment publicly, even if it doesn’t always lead to success.
     Price environmentally preferable products comparable to conventional ones.
     Link environmental innovations to other benefits, like quality and durability.
     Thanks customers for making good, green choices, and tell them how they are
    making a difference.
     Seek recognition from peers and activists groups and challenge competitors to join
    in.
     Green products shouldn’t be any different from regular ones in branding, price, use
    or performance.

    Page | 32
    STRATEGIES TO BE IMPLEMETED I GREE MARKETIG

    I. PRODUCT DIFFERE(TIATIO(

    Organizations are putting continuous efforts to differentiate their products and services
    using green marketing practice. In a wide range of markets including retailing etc
    companies have used eco performance to differentiate and to compete. Products with poor
    eco performance can become targets for new substitution, as a result of this many
    organizations are coming up with greener ideas to differentiate their products from
    competitors.

    CONSUMER VALUE POSITIONING- organizations can design environmental products


    to perform as well as provide alternatives. In addition to this promoting and delivering the
    consumer desired value of environmental products and target relevant consumer market
    segments can help the organization to differentiate.

    CALIBERATION OF CONSUMER KNOWLEDGE-Educates customers with marketing


    messages that connect environmental product attributes with desired consumer value.

    II. DESIG(I(G BIO-DEGRADABLE PACKAGI(G

    It is seen that promotion of green products strongly influences the consumers buying
    decisions. It is one of the most important factors of product attractiveness. Thus it has been
    indicated that bio-degradable packaging will affect in a strong and moderate way
    respectively on their buying decisions.

    As a marketing strategy the companies should modify the product packaging by


    using only the recycle as well as handmade paper in packaging. Instead of being more
    mechanized the companies must find creative ways reusing the waste products which are
    harmful to the environment. Manufacturing companies which are using plastic for
    packaging should meet certain standardization. For example Bisleri plastic bottles or the
    water bottles can last only for 15 days and after that it generates certain chemicals which

    Page | 33
    are harmful and there is no reusability of this kind of plastic. Companies should modify
    these kinds of packaging styles and find out some innovative ways to recycle it.

    III. PRODUCT STRATEGY

    In this strategy marketers can identify customer’s environmental needs and develop
    products to address this issue, produce more environmentally responsible packages and
    insure that products meet or exceed the quality expectation of customers. In addition to
    that marketer can charge higher price with highlighting eco-friendliness of the products.

    IV. DISTRIBUTIO( STRATEGY

    In case of this strategy obtaining dealer support to green marketing practice is essential.
    The location must differentiate from competitors and it can be achieved by in-store
    promotions and displays by using recycle materials to emphasize the environmental and
    other benefits.

    Even though distribution has no big involvement in green marketing, few


    consumers are willing to get the services from places and distribution channels which are
    not cause to environmental pollution.

    V. LIFE-CYCLE A(ALYSIS

    Brands which aspire to be sustainable must “get their house in order” before they start
    planning any green marketing initiatives. The best brands are performing life cycle
    analysis- complex assessments which provide critical data on social, environmental and
    economic impact of products through the supply chain production process and after the
    purchase. Life cycle analysis tells a brand just how far it needs to go before it claims to be
    sustainable. Consumers don’t expect perfection when it comes to sustainability but they
    want to see that brands understand the scale of the problem, have a plan and are in the
    process of implementing it.
    Page | 34
    VI. I(CE(TIVES A(D STRUCTURAL FACTORS

    Commercialization programs and incentives help get new technologies introduced


    examples include fleet programs to cultivate strategic niche markets and by providing
    financial incentives such as the advanced vehicle tax credit proposal in case of green
    vehicle purchase. Consumers can be motivated by incentives and awards to:

     Curtail – Reduce the impact on the environment by modifying extant living


    patterns.
     Maintain – Keep equipment in good working order.
     Be efficient – Undertake structural changes such as buying environmental friendly
    equipment.

    Page | 35
    RESEARCH
    METHODOLOGY
    • PROBLEM FORMULATION…………………...37
    • RESEARCH OBJECTIVES……………..……...37
    • RESEARCH HYPOTHESIS…...………..……...37
    • RESEACH DESIGN…………………………….…...38
    • SAMPLING DESIGN……………………………......38
    • LIMITATION………………………………………..…...38

    Page | 36
     PROBLEM FORMULATIO:

    The aim of this study is to investigate immense opportunities and associated challenges in
    Green Marketing. Green marketing is still in its infancy and a lot of research is to be done
    on green marketing to fully explore its potential. Marketing Green means having a vision
    and a plan and taking (cautious) action. As more companies look to promote their
    environmentally savvy practices, it's a good idea to pause for a moment and consider what
    companies are marketing when promoting organization as green or sustainable.

     RESEARCH OBJECTIVE:

    • Primary Objectives:

    1. To know the benefits and opportunities of green marketing strategy


    2. To study the challenges in green marketing.

    • Secondary Objectives:

    1. To check the awareness about eco-friendly products of the peoples and


    make them aware.
    2. To know the strategy being a green is either helpful or not.
    3. To understand the marketing mix of Green Marketing.

     RESEARCH HYPOTHESIS:

    A tentative insight into the natural world, a concept that is not yet verified but that
    if true would explain certain facts or phenomena. The hypothesis to be tested in this
    study is:
    “There are sufficient opportunities for green marketing and green
    products in Dehradun city.”

    Page | 37
     RESEARCH DESIG:
    Descriptive research design is used in this research. It includes survey and fact finding
    inquiries of different kinds. The major purpose of descriptive research is description of the
    state of the affairs, as it exists at present.

     DATA COLLECTIO:

    There are two sources through which data is collected.

    Primary Data: Primary data has been collected mainly through structured questionnaire.
    The questions were designed in an easily understandable manner that the respondents may
    not have any difficulty in answering them.

    Secondary Data: Secondary data has been obtained through websites, books, and online
    magazines and journals.

     SAMPLIG DESIG:

    a. Sampling Technique Simple Random Sampling


    b. Sample Size 100
    c. Sampling Area Dehradun

     LIMITATIOS OF THE STUDY:


    1) As the topic of research is wide so time is the main constraint in the research.
    2) Target audience is also another limitation as the people in Dehradun had less
    awareness about green marketing.
    3) Some respondents were not interested in giving answer and they appeared to be busy
    and bored at the very sound question.
    4) The research is confined to a certain parts only and does not necessarily show a
    pattern applicable to all of Country.
    5) In a rapidly changing environment, analysis on one day or in one segment can
    change very quickly. The environmental changes are vital to be considered in order
    to assimilate the findings.
    6) Time and money are one of the major constraints of any research activity and this is
    also attributed with this research.
    Page | 38
    CHAPTER- THREE

    FINDING &
    INTERPRETATION

    Page | 39
    Heard Of An
    Any Campaign About Green Marketing
    Mar

    Yes : 58
    No : 42

    Green Marketing Awareness

    42%

    58% Yes
    No

    Here from above graph


    aph w
    we come to know that 58% of responden
    pondent are aware about
    some or other green marke
    marketing campaign carried by companies.
    s. On the other hand 42%
    respondent which is not le
    less by any means, do not know about
    out this.
    thi It needs a larger
    attention from the marketer
    arketer’s prospective.

    Page | 40
    Source
    ce Of Awareness About Green Marke
    arketing

    Television : 06
    Newspaper : 19
    Friends/Family : 07
    Magazines : 12
    Internet : 14

    Information Sources

    10%
    24%

    Television
    33% Newspaper
    Friends/Family
    21%
    Magazines

    12% Internet

    While responding people


    eople agreed that, Newspaper is the major
    or source
    sou of information
    about Green Campaign
    ign (m
    (marketing). About 33% said that they
    ey came
    ca to know about
    Green concept from Newsp
    Newspaper, 24% people from Internet, 21%
    % from
    fro Magazines, 12%
    from Friends/Family and surprisingly Television contribution
    ion toward
    to this is least,
    which is only 10% people
    eople gget information regarding Green Marketin
    arketing from Television.

    Page | 41
    You Been Part Of Such Campaign

    Yes : 32
    No : 26

    Gr
    Green Campaign Participation

    45%

    55%
    5% Yes
    No

    When people were asked


    sked th
    that whether they have been part of any
    ny green
    gre campaign, 55%
    people said that they have bbeen part of such campaign while 45%
    5% denied
    de this.

    Page | 42
    Consider Enviro
    nvironmental Aspect Of Product
    ct While
    Wh Buying

    Very Often : 09
    Often : 10
    Sometimes : 16
    Rarely : 14
    Never : 07

    Environmental Consideration

    12% 16%

    Very Often
    25% 18%
    Often
    Sometimes
    Rarely

    29% Never

    Here, from above graph we see that majority 29% people


    eople sometimes gives
    consideration to the enviro
    environmental aspect of products while buying
    uying. 25% people gives
    consideration rarely,, 18% often and 12% most often gives
    es consideration
    co to the
    environmental aspect while
    hile buying product.

    The weighted mean score after calculation is +2.90 which


    ich means
    m that in overall
    people sometimes gives
    ives consideration to the environmental
    tal aspect
    asp while buying
    product.

    Page | 43
    Green Marketin
    rketing And Its Advertising Is Good
    ood Source
    S Of
    Informati
    rmation About Green Products/Servi
    /Services

    Highly Agree : 10
    Partially Agree : 11
    Neutral : 15
    Partially Disagree : 13
    Highly Disagree : 09

    Green Mar
    Marketing & Advertising Good Sourc
    ource of
    Information

    16% 17%
    Highly Agree
    22% 19%
    P. Agree
    26%
    Neutral
    P. Disagree
    Highly Disagree

    26% people neither agree not disagree that green marketing


    g and its advertising are
    good source of informatio
    rmation about green products and services.
    es. 22%
    22 people partially
    disagree, 19% partially
    ally ag
    agree, 17% agree to a high degreee and rest 16% strongly
    disagree to this statement.
    ment.

    The weighted mean score for this is amazingly an exact zero which means that people
    neither agree nor disagree
    agree that green marketing and its advertising
    tising are good source of
    information about green
    een pr
    products and services.

    Page | 44
    Green Market
    arketing Activities Are Good Att Addressing
    Add
    Environmental Issues

    Highly Agree : 11
    Partially Agree : 19
    Neutral : 09
    Partially Disagree : 09
    Highly Disagree : 10

    Green Mar
    Marketing Activities Good At Addres
    dressing
    Environment Issues

    17% 19%
    Highly Agree
    P. Agree
    15% 33%
    Neutral
    P. Disagree
    Highly Disagree

    Here, from above graph


    aph w
    we come to know that 33% people partially
    partial agree that green
    marketing activities are go
    good at addressing environmental issues,
    ssues, 19% highly agree
    while 17% highly disagree
    sagree and 15.5% each are neutral & partially
    ially disagree
    d toward this
    statement.

    The weighted mean score for this is +0.21 which means


    ns that
    tha people in overall
    slightly agree that green
    reen marketing activities are good at address
    ddressing environmental
    issues.

    Page | 45
    Green Market
    arketing Activities Results In Better
    etter Product

    Highly Agree : 34
    Agree : 16
    Neutral : 05
    Disagree : 03
    Highly Disagree : 00

    Green
    nMMarketing Activities Results in Better
    Bett
    Products

    9% 5% 0%

    Highly Agree
    27%
    59% Agree
    Neutral
    Disagree
    Highly Disagree

    59% of people strongly


    gly ag
    agree that green marketing activities result in better products,
    27% are affirmative and ag
    agrees to this. 9% people have neutral
    al opinion
    opin while 5% only
    disagree and none strong
    strongly resist that green marketing activiti
    ctivities result in better
    products.

    The weighted mean score for this is +1.40 which meanss that people in overall to
    a good extent agrees that ggreen marketing activities result in better
    etter products.
    p

    Page | 46
    Com
    Companies Opt For This Strategy

    Government Pressure : 08
    Competitive Pressure : 16
    As a part of CSR : 15
    Immense Opportunities : 19

    Co
    Companies Opt Green Strategy

    14%
    33%

    Gov
    Government Pressure
    27%
    Com
    Competitive Pressure
    AS a part of CSR

    26
    26% Imm
    Immense Opportunities

    From the above graphh we can see that 33% said that companies
    ies go for green strategy
    due to immense opportunit
    ortunities present in the market. 27% people
    ple think
    thi that competition
    is thriving companiess for oopting green strategy. 26% people underst
    nderstand that companies
    select green strategy as a ppart of their Corporate Social Responsibili
    nsibility. While rest 14%
    believe that due to governm
    vernment pressure companies opt for green
    en strategy.
    stra

    Page | 47
    Green Marketing
    ting St
    Strengthen Company’s Image
    ge In The Mind Of
    The Consumers

    Highly Agree : 25
    Agree : 28
    Neutral : 03
    Disagree : 02
    Highly Disagree : 00

    Green Mar
    Marketing Strengthen Company's
    's Image
    Im

    0%
    5% 4%

    43% Highly Agree

    48% Agree
    Neutral
    Disagree
    Highly Disagree

    Here from above graph


    aph w
    we can see that huge portion of responde
    pondent agree that green
    marketing strengthen com
    company’s image in the mind of the consum
    onsumer. 48% and 43%
    respectively agrees and
    nd hig
    highly agrees with it. 5% people havee neutral
    neut opinion and 4%
    only disagree with it.

    The weighted mean score for this is +1.31 which meanss that people in overall to
    a good extent agrees that ggreen marketing strengthen company’s
    y’s image
    im in the mind of
    consumers.

    Page | 48
    Companiess Tha
    That Focus Environment Concerns
    cerns Persuade
    Con
    Consumer To Buy The Products

    Highly Agree : 21
    Agree : 17
    Neutral : 11
    Disagree : 05
    Highly Disagree : 04

    Company
    pany's With Green Marketing Persua
    rsuade
    Consumer Easily

    9%
    7% 36%
    Highly Agree
    19%
    Agree
    29%
    Neutral
    Disagree
    Highly Disagree

    In response to the above


    ove qu
    question, 36% people highly agree that
    hat companies
    com with green
    marketing persuade consu
    consumer easily than others. 29% someho
    mehow agree with the
    statement, 19% neither
    her ag
    agree nor disagree, 9% disagree and 7% highly
    h disagree that
    company with green marke
    marketing persuade consumer easily.

    The weighted
    eighted mean score for this is +0.79 which
    ich means
    me that people in
    overall to some extentt agre
    agrees that green marketing persuade consum
    nsumer easily.

    Page | 49
    GREE MARKETIG ICLUDES:

    Distribution Of Response:
    Strongly Partially Neither Partially Strongly
    Agree Agree Disagree Disagree

    (a) Product Modification 14 17 19 05 03


    (b) Change in Production Process 32 19 01 04 02
    (c) Packaging Change 15 15 10 10 08
    (d) Modifying Advertising 11 20 04 10 13
    (e) All of the Above 20 22 08 06 02

    Ranking Of Variables:
    Total Score Mean Score Rank

    (a) Product Modification 34 + 0.59 3rd


    (b) Change in Production Process 75 + 1.29 1st
    (c) Packaging Change 19 + 0.33 4th
    (d) Modifying Advertising 06 + 0.10 5th
    (e) All of the Above 52 + 0.90 2nd

    • When judged the perception of people regarding concept of green marketing


    through this question, people gave 1st rank with 75pts to change in production
    process. And its weighted mean is +1.29 which means that people agree that
    change in production process consist of green marketing.

    • Product Modification got 34pts and its weighted mean is +0.59 which means
    that people somewhat agree that Product Modification consist of green
    marketing. It is ranked 3rd by the participant.

    Page | 50
    • Change in packaging is ranked 4th. Its overall score is 19 and weighted mean
    score is +0.33 which means that people slightly feel that change in packaging
    consist of green marketing.

    • Modifying advertising is ranked 5th, it overall score is only 6 and weighted mean
    is +0.10 which is very near to zero which means that people aren’t sure about
    this. They neither agree not disagree that green marketing includes ‘Modifying
    Advertising’.

    • People gave 52pts to ‘All the above’ and its weighted mean is +0.90 which
    means that people agree that green marketing include all four i.e. change in
    production process, product modification, packaging change and modifying
    advertising. It is ranked 2nd by the respondents.

    Page | 51
    Green Strategy
    tegy W
    Will Help Grow The Healthy
    hy Environment
    En

    Yes : 46
    No : 12

    Green Stra
    Strategy Help Grow Healthy Environm
    ronment

    21%

    Yes
    No
    79%

    Majority of the respondent


    ondent strongly believe that green strategy
    y will help grow healthy
    environment. 79% people
    eople think that green strategy will help in the healthy growth of
    the environment while
    le 12% negate the statement.

    Page | 52
    HYPOTHESIS TESTIG

    Hypothesis: There are sufficient opportunities for green marketing and green
    products in Dehradun city.

    S.N Variable Observed Expected (0-E) (O-E)2 (O-E)2 /E


    1. Question: 01 58 45 + 13 169 3.76
    2. Question: 03 32 45 - 13 169 3.76
    3. Question: 12 46 45 +01 1 0.02
    ∑=7.54

    Hence the calculated value of χ2= 7.54


    Since, Degree of freedom in the given problem is

    (N-1) = (3-1) = 2
    2
    The table value of χ for 2 degree of freedom at 2% level of significance is7.824
    2
    Comparing calculated and tabulated value of χ , we find that calculated value is less
    than the table value. The result, thus, supports the hypothesis and it can be concluded
    that there are sufficient opportunities for green marketing and green products in
    Dehradun city.

    Page | 53
    DEMOGRAPHIC PROFILE OF RESPODETS

    UDER 18 21

    19-35 39
    AGE
    36-50 28

    50 ABOVE 12

    MALE 74
    GEDER
    FEMALE 26

    GOVT. 24

    PVT. 19
    OCCUPATIO STUDET 27

    OTHERS 30

    LESS THA 1.5 LAKH 32

    1.5 TO 3 LAKH 37
    AUAL ICOME
    3 TO 5 LAKH 21
    (in Rupees)
    5 & ABOVE 10

    Page | 54
    CHAPTER- FOUR

    CONCLUSION

    Page | 55
    Conclusion:
    Green marketing should not neglect the economic aspect of marketing. Marketers need to
    understand the implications of green marketing. Green marketing to some extent
    strengthen company’s image in the mind of respondents that is very much clear from
    trustworthiness of green claims and certainly it do have positive image of the organization
    in the minds of the respondents. It was observed that the respondents who were more
    proactive with the environmental behaviour have positive attitude towards green
    advertisements. It is evident that green marketing have positive impact on only those who
    are already practicing it. Rest of the respondents who were passive had very less impact on
    their buying behaviour.

    Green marketing covers more than a firm's marketing claims. While firms must bear much
    of the responsibility for environmental degradation, the responsibility should not be theirs
    alone. Ultimately green marketing requires that consumers want a cleaner environment and
    are willing to "pay" for it, possibly through higher priced goods, modified individual
    lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms
    alone to lead the green marketing revolution. We need to come out through green myopia.

    Having said this, it must not be forgotten that the industrial buyer also has the ability to
    pressure suppliers to modify their activities. Thus an environmental committed
    organization may not only produce goods that have reduced their detrimental impact on
    the environment, they may also be able to pressure their suppliers to behave in a more
    environmentally responsible fashion. Final consumers and industrial buyers also have the
    ability to pressure organizations to integrate the environment into their corporate culture
    and thus ensure all organizations minimize the detrimental environmental impact of their
    activities.

    Thus green marketing should look at minimizing environmental harm, not necessarily
    eliminating it. Green marketing covers more than a firm's marketing claims. While firms
    must bear much of the responsibility for environmental degradation, ultimately it is
    consumers who demand goods, and thus create environmental problems. One example of
    this is where McDonald's is often blamed for polluting the environment because much of
    their packaging finishes up as roadside waste. It must be remembered that it is the uncaring
    Page | 56
    consumer who chooses to disposes of their waste in an inappropriate fashion. While firms
    can have a great impact on the natural environment, the responsibility should not be theirs
    alone. It appears that consumers are not overly committed to improving their environment
    and may be looking to lay too much responsibility on industry and government.

    Thus, we can say that there are sufficient opportunities for green marketing in the
    Dehradun city but it may also face lot of challenges as considerable percentage of
    population are not aware and also willing to know the affairs of green marketing initiatives.
    We need to educate them through proper campaigns. Green marketer must find an
    opportunity to enhance you product's performance and strengthen your customer's loyalty.

    Page | 57
    CHAPTER- FIVE

    SUGGESTION

    Page | 58
    Suggestions:

    Green marketing is still in its infancy and a lot of research is to be done on green
    marketing to fully explore its potential. There are some suggestion that an
    organizations should implement for catering challenges of green marketing and
    successful exploitation of green marketing. Those are:

    Consumer needs to be made more aware about the merits of Green products. It is still a
    new concept for the masses. The consumer needs to be educated and made aware of the
    environmental threats. It should be made sure that the consumer is aware of and
    concerned about the issues that your product attempts to address. Green Marketing
    campaign and green advertising is good step toward it.

    Consumers must be motivated to switch brands or even pay a premium for the greener
    alternative. Make sure that consumer feel that they can make a difference. Make sure
    that consumer feel that they can make a difference. This is called “empowerment” and
    due to this main reason consumers will buy greener products.

    Further steps should be taken to control false promise and claim by the marketer to
    maintain legitimacy and trustworthiness of green products. Consumers must be made to
    believe that the product performs the job it’s supposed to do-they won’t forego product
    quality in the name of the environment. For effective and efficient implementation of
    this concept of Green Marketing the factor that plays a major role is the Government.
    Unless the government creates specific and stringent laws and utilizes its authority to
    implement them the concept cannot be conceptualized. If the Consumer, the
    Organization and the Government work in unison towards the common goal of
    minimizing the detrimental environmental impact of their activities, then they can
    surely save this environment and make this world a better place to live in.

    Thus leading brands should recognize that consumer expectations have changed.
    It is not enough for a company to green its products; consumers expect the products

    Page | 59
    that they purchase pocket friendly and also to help reduce the environmental impact in
    their own lives too.

    Today’s consumers are becoming more and more conscious about the environment and
    are also becoming socially responsible. Therefore, more companies should become
    responsible to consumers’ aspirations. Many companies want to have an early mover
    advantage as they have to eventually move towards becoming green. Green marketing
    is very low on the agenda of most businesses and therefore its still an under-leveraged
    USP (Unique Selling Proposition). Therefore, effective green marketing targeted at the
    right audience will make a difference.

    Page | 60
    BIBLIOGRAPHY

    Page | 61
    BOOKS:

    i. Kothari C.R. (2004), “Research Methodology Methods and Techniques”, N.


    Delhi, New Age International Publication
    ii. Green, Paul, Tull (2002) “Research for Marketing Decisions”, N. Delhi,
    Prentice-Hall of India
    iii. Sharma D.D. (2008), “Marketing Research: Principle Application & Cases” N.
    Delhi, Sultan Chand & Sons
    iv. Kotler P. (1999), “Marketing Management”, N. Delhi, Prentice-Hall of India.
    v. Rajagpalan R. (2003), “Environment Studies”, N. Delhi, Himalayan Publishing
    House.
    vi. Certo, S.C. (1997), Modern Management, Englewood Cliffs, Prentice-Hall

    WEBSITES:

    i. http://www.scribd.com
    ii. http://www.managementparadise.com
    iii. http://www.businessworld.in
    iv. http://www.outlookindia.com
    v. http://en.wikipedia.org
    vi. http://www.business-standard.com
    vii. http://www.encyclopedia.com

    Page | 62
    ANNEXURE

    Page | 63
    Hello Sir/Madam,
    I, Gyandeep Kumar, here to conduct a research on the topic “Opportunities & Challenges for
    Green Marketing”. Please give your honest opinion and be understood that this information
    collected will be purely confidential and not to be shared for any purpose other than research.

    1. Have you heard of any campaign related to Green Marketing?


    (a) Yes (b) No

    2. If yes, then from which source of media?


    (a) Television (b) Newspaper (c) Friends/ Family
    (d) Magazines (e) Internet

    3. Have you been part of any such campaign?


    (a) Yes (b) No

    4. Do you consider the environmental aspect of the product before buying them?
    (a) Very Often (b) Often (c) Sometimes
    (d) Rarely (e) Never

    5. Do you think that Green Marketing and its advertising are good sources of information

    Questionnaire: Opportunities & Challenges for Green Marketing


    about green products and services?
    (a) Highly agree (b) Agree (c) Neutral
    (d) Disagree (e) Highly Disagree

    6. Do you agree that Green Marketing activities are good at addressing environmental issues?
    (a) Highly agree (b) Agree (c) Neutral
    (d) Disagree (e) Highly Disagree

    7. Do you think Green Marketing activities results in better products?


    (a) Highly agree (b) Agree (c) Neutral
    (d) Disagree (e) Highly Disagree

    8. Why do companies opt for this strategy?


    (a) Government pressure (b) Competitive pressure
    (c) As a part of CSR (d) Immense opportunity

    1
    9. Do you think that Green Marketing strengthen company’s image in the mind of
    consumers?
    (a) Highly agree (b) Agree (c) Neutral
    (d) Disagree (e) Highly Disagree

    10. Do you think that companies that focus on environmental concerns persuade consumers
    to buy products?
    (a) Highly agree (b) Agree (c) Neutral
    (d) Disagree (e) Highly Disagree
    11. Green Marketing includes:
    Highly Somewhat Neither Somewhat Highly
    Agree Agree Disagree Disagree

    (a) Product Modification


    (b) Change in Production Process
    (c) Packaging Change
    (d) Modifying Advertising
    (e) All of the Above

    Questionnaire: Opportunities & Challenges for Green Marketing


    12. Do you think the strategy will help to grow the healthy environment?
    (a) Yes (b) No

    Thank You !!!

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