Research Proposal

Saifullah R-006
Umer Majeed R-010
Sobial Iqbal R-

Department of Management Sciences

Green-Marketing:

Response of customers and retailer for Green-Marketing in Pakistan

Introduction:
The following research proposal will explore the influence of consumer and the
response of customer towards green marketing. The study will help to develop a trend for
green marketing and will help to take decision for investing in green marketing projects
to produce green products. Green-Marketing is a very vast topic with limited scope of
research. The objective of the research is to analyze the response to green marketing and
the influence for green marketing which helps to analyze weather green marketing should
be adopt by the companies of Pakistan. The results of this research project (Greenmarketing) would be knowledgeable information; data could be use for further research
in the related field.

Problem Statement:
To evaluate consumer potential influence and response to purchase green
products. When they are willing to purchase or they went to but any product how much
consider environmental friendly products as global warming is now consider by different
companies and manufacturers to produce green products weather Green-Marketing can
be use as a long term competitive tool for company and retailers

Objective of the study:

The objective of the study is to measure the consumers response and influence to
buy environmental friendly products (Green product)
The result would evaluate weather Green-marketing could be a competitive tool for any
company or retailer, would retailer appreciate Green-marketing and Environmental
Friendly Product (green products) to deal in. The result of this research would also
helpful to evaluate the scope of Green-Advertisement ( green communication) As it
would be a considerable part of marketing strategy what would be the future of green
marketing in Pakistan.

LITERATURE REVEIW:
.
Sundeepa. S (2011) analyze that Green or Environmental Marketing consists of
all activities designed to generate and facilitate any exchanges intended to satisfy human
needs or wants, such that the satisfaction of these needs and wants occurs with minimal
detrimental impact on the natural environment. Final consumers and industrial buyers
also have the ability to pressure organizations to integrate the environment into their
corporate culture and thus ensure that all organizations minimize the detrimental
environmental impact of their activities. An environmentally committed organization may
not only produce goods that have reduced their detrimental impact on the environment,
these may also be able to pressurize their suppliers to behave in a more environmentally
responsible fashion. It is suggested that a firms to promote increased use of Green
Marketing.
Hardeep (2011) analyze that Green marketing is considered the most essential part
of development in business process now a days. According to Henion Green Marketing
is defined as the implementation of marketing programs directed at the environmentally
conscious market segment. Keeping in mind all the points related to environment
protection, the role of green marketing is expected to be observed at all levels of business
process in this world of internationalization. Main emphasis has been made on analysis of
the concept and need of green marketing in business process so as to make our
environment human friendly. As society becomes more concerned with the natural
environment, business organizations have begun to modify their working in an attempt to
increase greenery to the maximum possible. Questionnaires, market survey and personal
interviews should be conducted with marketing professionals and environment research
scholars. There is need to create awareness, implement and follow green marketing as
much as possible in today's business world of innovative technologies.
Polonsky et al (2009) examines the inclusion of sustainability into marketing
activities of the top Australian firms. Almost half of organizations (46%) did not integrate
sustainability or environmental issues into their mission statement. Of those that did

include sustainability in their mission, few then integrated environmental issues into other
areas of their activities, as reported on their corporate web sites. It is suggested that while
sustainability is frequently talked about within organizations as being important, it does
not necessarily translate in to a strategic integration across activities. Firms might
therefore be using environmental issues tactically, which could unfortunately result in
superficial attempts at becoming environmentally sustainable.
Savale. K.T, et al (2003) analyze that Green marketing is not going to be an easy
concept, the firm has to plan and then carry out research to find out how feasible it is
going to be. Green marketing has to evolve since it is still at its infancy stage. Adoption
of Green marketing may not be easy in the short run, but in the long run it will definitely
have a positive impact on the firm. Government and Social organizations may compel all
the organization to practice Green Marketing for sustainable development. Customers too
will be ready to pay premium price for green products. A smart marketer is one who not
only convinces the consumer, but also involves him in marketing his product. Green
marketing should not be considered as just one more approach to marketing, but has to be
pursued with much greater vigor as it has societal and environmental dimensions.
Marketers also have the responsibility to make the stakeholders aware about the need and
the advantages of green products. The green marketers will have full support of the
Government, and the consumers also will not mind paying more for a cleaner and greener
environment.

Importance And Benefits Of The Research:

Global warming is an obvious factor in our society. The green house gasses
created by humans activities, the rate of global warming observed in past fifty years
would be increased in 21st century. The importance of the study was describe by Jeffrey
Immelt, the Chief Executive Officer (CEO) of General Electric, says The opportunity to
provide environmental solution is going to be one of the big four or five themes of our
generations of business leadership (Gunther, 2007). Thus, this study proved important
That retailers have not considered that the limits of natural resources could restricts their
business operations. According to the new from Eye-for-procurement , that retail sector is
not making green marketing a high priority (world business council for sustainable
development report 2010)
Retailer can introduce a range of green products. Peattie (2005) point out that retailers
had some pressure on there suppliers to improve there upstream green marketing
performance. From manufacturer to final consumer every one in the market feel the effect
of any green consumer reaction
Some retailer all over the world implemented Green marketing

Eco-option started in April 2007 in USA that indicate which product has less
impact on environment

Better Home was the campaign lunched in March 2007 for promoting less
environmental impact product to long and safe life.

Pak-Suzuki in 2008 drop the 2 stroke bike from their product line.

Furthermore in Pakistan few companies are already working on green marketing

bodyshop they are against of animal testing which is a step to save the nature and
they provide environmental friendly products .
Research Design

Research would be quantitative , a survey questionnaire would be distributed

Islamia University Bahawalpur Bahawalnagar campus that would be BWN sub
campus , Bahawalnaagr city , and Retailers of city , same survey instrument will be
distributed through facebook, googles Docs. The sample is expected to include
several hundred undergraduate student and retailer in each location.
Questionnaire will have liker scale for most agree and Most Disagree using 5-point
scale.

Data analysis:
To analyze data simple linear analysis with graphical representation would use.
descriptive static SPSS will also use for analysis .

Schedule:
Proposal submission date is 21/03/2016
The research work will take 3 month.
research will be start in last week of March 2016 and would be completed by the start
of June 2016.
Final report would be ready by end of June 2016.

References:

Sudeepa. S (2011),"Green Marketing: A Need of The Hour",Quest-The

Journal of UGC-ASC Nainital, Vol : 5 (1), pp 168-172

Hardeep. S,(2011),"Green marketing helps sustain life", International

Journal of Marketing and Management Research, Vol : 2, (11), pp 64-82

Polonsky. M.J ,Morrish. S & Miles. M (2009),"Green Marketing in the Top

Publicly Traded Australian Organizations",ANZMAC, pp. 2-9

Savale. K.T, Sharma. A.F & Patil. P.U (2003),"Green Marketing:

Oppurtunities and Challenges"

Bibliography:

Kotler,p. and keller,k (2006) marketing management 12 th edition. New

jersey Pearson education incorporated

Kotler,p. Armstron,g. gnihotri,y,p and ehsan-ul-haq (2011) principles of

marketing 13th edition.

www.wiki.org

Donaild,R.cooper (2010) business research methods 9 th edition.Florida

Atlantic university

Sudeepa. S (2011),"Green Marketing: A Need of The Hour",Quest-The

Journal of UGC-ASC Nainital, Vol : 5 (1), pp 168-172

Hardeep. S,(2011),"Green marketing helps sustain life", International

Journal of Marketing and Management Research, Vol : 2, (11), pp 64-82

Polonsky. M.J ,Morrish. S & Miles. M (2009),"Green Marketing in the Top

Publicly Traded Australian Organizations",ANZMAC, pp. 2-9

Savale. K.T, Sharma. A.F & Patil. P.U (2003),"Green Marketing:

Oppurtunities and Challenges"