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International Journal of Marketing and Human Resource Management (IJMHRM) Volume 7, Issue 2, May–Aug (2016), pp. 47–60, Article ID: IJMHRM_07_02_005 Available online at http://www.iaeme.com/ijmhrm/issues.asp?JType=IJMHRM&VType=7&IType=2 ISSN Print: ISSN 0976 – 6421 and ISSN Online: 0976 – 643X Journal Impact Factor (2016): 5.5510 (Calculated by GISI) www.jifactor.com © IAEME Publication

“GREEN MARKETING” POTENTIAL AS MEASURES

FROM CONSUMER'S PURCHASING BEHAVIOURS

Dr. Mehal Pandya

Deputy Director, Knowledge Management and Research Organisation at Dr.BAOU, Ahmedabad, Gujarat

ABSTRACT

Environmental problems have led government and companies increasingly shift their focus on

green marketing and green products. Consumers today also are a stakeholder of this initiative as

without them all the efforts in this regards would fail. Green Marketing has become an important

strategy in businesses since the international rise of environmental awareness among countries. With

greater awareness rising among the public, especially with reference to the global warming and

climate change phenomenon, people have become cautious with regards to their purchases,

specifically towards the nature of purchased products. As green marketing continues therefore to

evolve not only into a strategy but into a platform across the world, India is still at the onset of a green

marketing phenomenon. To therefore assess the direction of this phenomenon, the study is aimed at

determining the green marketing potential in India as assessed through the perspective of consumers.

Environmental Awareness and Consumer Behaviour was used in order to assess the presence of a

green potential in India. As environmental awareness is able to serve a clear purpose for green

consumerism, consumer behaviour is able to show the applicative potential of green consumerism.

Through questionnaires, results of the study were able to reveal a strong green potential existing in

India, both with positive indicators within environmental awareness and consumer behaviour.

Key words: Green Marketing, Consumer Behaviour, Global Warming, Climate change, Eco-Friendly products, Green products, Sustainable Development

Cite this Article: Dr.Mehal Pandya, “Green Marketing” Potential As Measures From Consumer's Purchasing Behaviours. International Journal of Marketing and Human Resource Management, 7(2), 2016, pp. 47–60. http://www.iaeme.com/ijmhrm/issues.asp?JType=IJMHRM&VType=7&IType=2

1. INTRODUCTION

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 holistic marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, and harmful impact of pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. While the shift to "green" may appear to be expensive in the short term, it will

Dr.Mehal Pandya


definitely prove to be indispensable and advantageous, cost-wise too, in the long run (Mishra, 2010). Green marketing generally aims to promote environmentally friendly products and a safe environment where people could stay. At present green marketing is widely becoming a phenomenon throughout the world as concerns on our environment have begun to escalate in the past few decades. Every year, the population of people who are turning towards green brands or environmental friendly products are increasing, thus, magnifying the phenomenon exponentially. Businesses in almost every industry nowadays are flaunting the “green” features of their products and services in every chance they get.

2. OBJECTIVES OF THE STUDY

This study is aimed at determining the purchasing behaviour of target Markets in India with reference to green marketing, to fully understand the green market potential of the country. To meet such objectives, the specific questions that follow were raised:

1. What are the underlying perspectives of consumers in India on green marketing, green brands and green products and in relation to current environmental issues and concerns?

2. Would the awareness of consumers in India on environmental issues and concerns affect their perception of the need for a full circulation of environmental friendly products in their country?

3. Is the target market amenable to the consumption of green goods and services once made available within the country?

4. What certain green goods and services have the greatest potential for profitability and return of sustainability within the country?

5. Is there a potential market for green goods and services in the country based on the gathered perceptions of consumers in the country?

3. SCOPE OF THE STUDY & RESEARCH METHODOLOGY

This study will cover literatures, research questions and structure, a designed research method, and a questionnaire created and will be distributed to specific residents in India. After which, answers for the research question are going to be tallied through which conclusions are to be formulated and implications will be drawn. The main objective of this study is to determine the potential of a green market in India, particularly the potential of selling environmental friendly goods and services. This objective will met through determining the consumer’s perspectives on green products and services, their effects on the environment and their probable support with regards to the launching of such goods and services within their country.

As such, the study will only cover the following set of variables:

1. Green marketing potential or the potential for a green market in India;

2. Perspectives of Consumers (with reference to their purchasing behaviour);

3. Possible profitability of green market in India;

4. Possible return of sustainability of a green market in India.

As such, the study will not consider the viewpoints of stakeholders, companies, etc., but would only be focused on consumers. In terms of data collection scope, a questionnaire was used as the main instrument for gathering data from particular residents in India. A set of questions were asked to the participants to assess whether green marketing in the country has a potential. With that detail noted, the study is descriptive in nature with a survey method applied as a technique for data collection processes. Data analysis that will follow will be quantitative in nature rather than qualitative.

4. REVIEW OF PREVIOUS STUDIES

• Brahma, M. & Dande, R. (2008), The Economic Times, Mumbai, had an article which stated that, Green Ventures India is a subsidiary of New York based asset management firm Green Ventures International. The latter recently announced a $300 million India focused fund aimed at renewable energy products and supporting trading in carbon credits.

“Green Marketing” Potential As Measures From Consumer's Purchasing Behaviours


• Donaldson (2005) in his study realized in the Great Britain initially concluded that in general the ecological attitude of consumers changed positively. This study reported the strong faith of consumers in the known commercial brands and in the feeble behaviour referring to the "green" claims, which was the main cause behind the consuming failure to interpret their concerns beyond the environment in their behaviour.

• Sanjay K. Jain & Gurmeet Kaur (2004) in their study environmentalism have fast emerged as a worldwide phenomenon. Business firms too have risen to the occasion and have started responding to environmental challenges by practicing green marketing strategies. Green consumerism has played a catalytic role in ushering corporate environmentalism and making business firms green marketing oriented. Based on the data collected through a field survey, the paper makes an assessment of the extent of environmental awareness, attitudes and behaviour prevalent among consumers in India.

5. LITERATURE SURVEY

The purchase behaviour of consumers in India towards green products and the potential of green marketing as a company strategy in the country have been measured. In order to address the endeavours of this research, it is important to construct an irrefutable literature that is based on different studies made.

5.1. Marketing

The main mantra of today’s marketing activities is purchasers’ satisfaction, a wide range of consumer producer goods have been designed with the development of new markets and new selling opportunities, and for many marketing has become a good profession. Marketing is the responsibility of the management, not just a function delegated to specialists (Silk, A. J., 2008). In addition, the American Marketing Association (Gregory T. Gundlach and William L. Wilkie 2009) defined marketing as an organizational role and course of procedures for communicating, producing, and delivering value to customers, dealing with customer relationships in a manner that will benefit both the organization and its stakeholders. It is often said that today’s consumer backdrop is shaped by two powerful forces, technology and globalization. In relation to these innovations in technology and globalization, problems created by industrial activities have created ecological problems; a very good example of this is Global warming. The fundamental role of marketing in the enterprise was drawn from the fact that marketing is a procedure through which a firm produces value for its selected purchasers. Moreover, value is created by meeting customer requirements, therefore a firm must define itself not by the product it offers in the market, but by the customer benefit it offers (Silk, A. J., 2008).

5.2. Green Marketing

Green marketing or environmental marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such as the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. This description assimilates a great deal on the traditional part of the marketing definition that is “All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants”. Consequently it guarantees that the interest of the entire organization and all of its consumers is safeguarded because voluntary exchange will not materialize unless both the buyer and seller will benefit equally. Furthermore, the definition above includes safeguarding nature by making an effort to lessen the unfavourable impacts of this exchange on the environment (Polonsky, 1994b:2).

“A holistic and responsible strategic management process that identifies, anticipates, satisfies and fulfils stakeholder needs, for a reasonable reward, that does not adversely affect human or natural environmental well-being (Charter (1992), p. 394)”

Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task. Indeed the terminology used in this area has varied, it includes: Green Marketing, Environmental Marketing and Ecological Marketing. While green marketing came into prominence in the late 1980s and early 1990s, it was first discussed much earlier. The American Marketing Association (AMA) held

Dr.Mehal Pandya


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" [Henion and Kinnear 1976a].

5.3. The Green Consumer

Green consumer “Who is mindful of environment related issues and obligations, and is supportive of environmental causes to the extent of switching allegiance from one product or supplier to another even if it entails higher cost.”

5.4. Green Products and Its Characteristics

The products those 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 those 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.

Green product stresses the straight and tangible benefits provided by greener design, such as energy efficiency or recycled content, rather than stressing the environmental attributes them. Reducing the environmental impact of a product improves the product's overall performance and quality in ways that are important, not just the most dedicated and loyal green consumer, but to all consumers.

5.5. Green Marketing Process

GREEN MARKETING

External Green P’s

• Paying customers

• Providers

• Politicians

• Pressure groups

• Problems

• Predictions

• Partners

Internal Green P’s

• Products

• Promotion

• Price

• Place

• Providing info.

• Processes

• Policies

The 4 Ss of Green Success

• Satisfaction – of stakeholder needs

• Safety – of products and processes

• Social acceptability – of the company

• Sustainability – of its activities



6. GREEN MARKETING IN INDIA

India is a world leader in green IT potential, according to a recently released global enterprise survey. Among the companies that have succeeded thus far in their green marketing strategies are Apple, HP, Microsoft, IBM, Intel, Sony and Dell. HCL has a comprehensive policy designed to drive its environmental management program ensuring sustainable development. HCL is duty bound to manufacture environmentally responsible products and comply with environmental management processes right from the time products are sourced, manufactured, bought by customers, recovered at their end-of-life and recycled.

6.1. Why Green Marketing in India?

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 the protection of the 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 the growing market for sustainable and socially responsible products and services. Thus the growing awareness among the consumers all over the world & in India regarding protection of the environment in which they live, People do want to bequeath a clean earth to their offspring. Various studies by environmentalists indicate that people in India are concerned about the environment. Not only that we can see that most of the consumers in world are becoming more concerned about environment-friendly products.

6.2. Present Trends in Green Marketing in India

Google Trends reports that, on a relative basis, more searches for “green marketing” originated from India than from any other country. Indian respondents scored over respondents from 10 other countries in expecting to pay 5% or more for green technology if its benefits for the environment and return on investment (ROI) are proven in a survey conducted by Green Factor, which researches and highlights green marketing opportunities.

Table 1 Countries ranked according to their response level on Green Marketing

Rank Country

1 India

2 U S A

3 U K

4 Thailand

5 Australia

6 Canada

7 China

Source: Google

6.3. Benefits of Green Marketing

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 companies market their products and services keeping the environmental aspects in mind. It helps in accessing the new markets and enjoying competitive advantage.

• Most of the employees also feel proud and responsible to be working for an environmentally responsible company.

Dr.Mehal Pandya


7. PATHS TO GREENNESS

Green marketing involves focusing on promoting the consumption of green products. Therefore, it becomes the responsibility of the companies to adopt creativity and insight, and be committed to the development of environment-friendly products. This will help the society in the long run. Companies which embark on green marketing should adopt the following principles in their path towards "greenness."

• Adopt new technology/process or modify existing technology/process so as to reduce environmental impact. Establish a management and control system that will lead to the adherence of stringent environmental safety norms.

• Using more environment.-friendly raw materials at the production stage itself.

• Explore possibilities of recycling of the used products so that it can be used to offer similar or other benefits with less wastage.

8. RESEARCH METHODOLOGY

This study was aimed at examining the potential for a green market in India in terms of profitability and return of sustainability from the perspective of consumers or target markets.

• Research Design

With reference to the nature of the study, as well as the objectives and goals sought after. Since the study is concerned with consumer perception of green market products. This type of data gathering method is more accurate and we will be able to study and analyze the data gathered with statistical tools. This will help us to come up with well rounded conclusions that are based on the results of the data.

• Research Methods

This research is based on the descriptive survey questionnaire method which aims to study a given population’s present existing condition that is based on a given set of samples. The study aims only to examine consumer’s perspective in India to determine the potential of a feasible green market. The survey method that is utilized is done through the questionnaire method the use of questionnaires to collect information from the sample.

• Data Gathering Tool

Data used within the study are to be gathered from chosen respondents using a questionnaire. A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. It is an essential tool to gather data, a tool to compare data open to different techniques of analysis, a tool to gather unbiased information often reflected within one on one interviews or other survey-related methods, and a tool used to engage respondents’ attention to the study. The questionnaire was structured in such way so that we can extract the desired data to be treated.

• Samples: samples size is 400 from various people in India

The respondents are chosen conveniently so we can treat it as ‘convenience sampling method’. The respondents are from various regions of India and citizens of India.

The scope of our survey is limited to India, more precisely major cities of India as our majority of samples are belonging to major cities of India who visited Ahmedabad for business, personal, social, political, economic, leisure purpose.

9. RESULTS AND INTERPRETATIONS

A total of 400 participants were surveyed, representative of the population of India, and their perceptions on the issue under discussion were gathered through the use of questionnaires. The questionnaire utilized by the researchers was divided into five parts; part one specifically targeted the environmental awareness of participants in India, the second part specifically targeted consumer’s over-all perception towards to the green


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products or services, the third part targeted& fifth part is demographic information which are further presented below:

Demographical Data

Demographical parameters are inclusive of the following characteristics: (1) Age, (2) Education 3) Status 4) Income and, (5) Gender. The sample population was distributed with 63% rand 37% reflective of the female population. Most of respondents belonged to the age bracket of 25 to 34 years old. Most of the population are graduate & employees. 77.25% are earning whereas 22.75% people are not working.

PART: 1 Environmental Issue and Concerns

1. The first question 84% of the surveyed population say that our environment ,natural resources will not last forever while 16% population say that our environment , natural resources will last forever. there is high proportion that knows about the problem.

2. Out of total respondent 97% respondent says that they have heard about climate change and global warming effects whereas 3 % are not heard.

3. Out of total respondent 95.75% respondent believe that global warming & climate change are threats to our environment whereas 4.25 % are not.global warming and climate change to our environment.

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products or services, the third part targeted green product awareness, the fourth part targeted consumer attitude ographic information which are further presented below:

Demographical parameters are inclusive of the following characteristics: (1) Age, (2) Education 3) Status 4) Income and, (5) Gender. The sample population was distributed with 63% reflective of the male population and 37% reflective of the female population. Most of respondents belonged to the age bracket of 25 to 34 years old. Most of the population are graduate & employees. 77.25% are earning whereas 22.75% people are

PART: 1 Environmental Issue and Concerns

The first question 84% of the surveyed population say that our environment ,natural resources will not last forever while 16% population say that our environment , natural resources will last forever. there is high proportion that knows about the problem.

Out of total respondent 97% respondent says that they have heard about climate change and global warming effects whereas 3 % are not heard.It shows that there is much awareness about the cause of the problem.

Out of total respondent 95.75% respondent believe that global warming & climate change are threats to our environment whereas 4.25 % are not.It indicates that the majority of samples know about the effects of the

climate change to our environment.

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green product awareness, the fourth part targeted consumer attitude

Demographical parameters are inclusive of the following characteristics: (1) Age, (2) Education 3) Status 4) eflective of the male population

and 37% reflective of the female population. Most of respondents belonged to the age bracket of 25 to 34 years old. Most of the population are graduate & employees. 77.25% are earning whereas 22.75% people are

The first question 84% of the surveyed population say that our environment ,natural resources will not last forever while 16% population say that our environment , natural resources will last forever. So, we may say that

Out of total respondent 97% respondent says that they have heard about climate change and global warming e cause of the problem.

Out of total respondent 95.75% respondent believe that global warming & climate change are threats to our It indicates that the majority of samples know about the effects of the

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Dr.Mehal Pandya


4. Out of total respondent 97% respondent believe that climate change, toxic gas emission and global warming will soon lead to the destruction of our natural resources as well as our world whereas 3 % are not.It states that majority of samples believe that climate change, toxic gases emission and global warming would adversely affect to our environment.

5. Out of total respondent 96.75% respondent think that there is some way to protect our environment from degradation & destruction whereas 3.25 % are not.It implies that majority of samples perceives that there is some way to protect our environment.

PART: 2 Consumer’s over-all perception on green marketing, green products, green services

and more

1. All respondents i.e. 100% respondent aware of eco-friendly products

2/3. Below figure indicate how many respondents came to know about eco friendly products / service & who influenced them the most.

• It indicates that more samples came to know about eco-friendly products/ services through media and internet. While government influences them the most with reference to the eco-friendly products/services.

4. Out of total respondent 98.25% respondent think these products can help to support us in balancing the eco-system whereas 1.75 % has not.It shows that majority of samples believe that eco concepts can help to support us in balancing the eco-system.

5. Out of total respondent 79% respondent bought environmental-friendly products from the market whereas 21 % have not bought.It implies that more than 3 out of 4 samples have purchased eco-friendly products from the market.

6. Below is the mean score of respondents to procuring eco-friendly products

What kinds of environmental-friendly products have you purchased Mean

Food (Organic Cereal, Brown Rice, etc) 2.5

Health care/ cosmetic Product (Baby Products like, cloths, Feeding Bottles, shampoo, etc.)

2.7

Cleaning product (Detergent, Dishwashing Liquid, etc) 2.5

Other household products (e.g: bulbs, Air freshener etc) 2.9

• This pattern of mean (2.5 to 2.9) depicts that all the four categories have been purchased average by the customers.

7. Out of total respondent 89% respondent prefers eco-friendly services whereas 11 % have not.It states that majority of samples prefer eco-friendly services.

1 2 3 4

FAMILY FRIENDS NGO GOV. 82 110 97 170

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8. Out of total respondent 61% respondent buying decisions depending on environment concern other than price, performance & convenience whereas 39 % have not.It implies that 6 out of 10 persons concern about environment other than price, performance and convenience.

9. Out of total respondent 89% respondent think India must invest more on these environmental-friendly products whereas 11 % have not.It implies that there is strong favour to invest more on eco-products in India.

10. Out of total respondent 87% respondent willing to spend more on environmental-friendly products and services if they are available whereas 13 % have not.It states that the majority of people spend more on environmental friendly products.

11. Out of total respondent 93% respondent think the creation & development of environmental-friendly products could help alleviate the environmental problems whereas 7 % have not.It indicates that the most of the samples think the creation of eco-friendly products could help alleviate the environmental problems.

PART: 3 Consumers’ awareness towards green marketing

Consumer awareness towards green marketing SD D NE AG SA Mean

I am in favour of green marketing 10 7 24 182 177 4.3

I consider buying those products which are less polluting

6 14 25 193 162 4.2

In totality, the eco friendly products are better than traditional products.

1 33 143 147 76 3.7

Green Marketing should be promoted to protect the environment

8 14 39 169 170 4.2

Humans don’t have the right to modify the natural environment to suit their Need

14 27 86 137 136 3.9

Sustainable Development can be Achieved through Green Marketing

5 17 99 188 91 3.9

Companies find it difficult to practise Green Marketing due to huge investment & regulation

7 29 107 164 93 3.8

8.Government should establish policies to promote Green Marketing

7 16 29 167 181 4.2

Participation from everyone is essential for successful eco friendly products & their Marketing Philosophy

4 8 26 156 206 4.4

The result depicts the following interpretation:

1. The respondents are agreeing to be in favour of green marketing. (mean=4.3(4))

2. Respondents agree to buy less polluting products. (mean =4.2 (4))

3. Respondents agree that in totality, eco-friendly products are better than traditional products. (mean= 3.7(4))

4. Respondents agree that Green Marketing should be promoted to protect the environment.(mean=4.2(4))

5. Respondents agree that Humans don’t have the right to modify the natural environment to suit their need. (mean=3.9(4))

6. Respondents agree that sustainable development can be achieved through Green Marketing. (mean=3.9(4))

7. Respondents agree that companies find it difficult to practise Green Marketing due to huge investment and regulations(mean=3.8(4))

8. Respondents agree that Government should establish policies to promote Green Marketing (mean=4.2(4))

9. Respondents agree that participation from everyone is essential for successful Green Marketing philosophy.(mean=4.4(4))

Dr.Mehal Pandya


PART: 4 Consumers’ attitude towards green branding

Consumer attitude towards green branding SD D NE AG SA Mean

Eco friendly Brands are very popular nowadays 50 83 106 135 26 3.0

Awareness & acceptance of eco friendly Products is the Key to success of green branding

3 21 72 208 96 3.9

Brand name /Logo/ Slogans/ packaging of eco friendly Products affect buying decision

3 33 86 167 111 3.9

Green Brands performing better than traditional brands

4 40 170 137 49 3.5

Green Branding process is less popular in India 5 22 67 214 92 3.9

The result implies the following interpretation:

1. Respondents are neutral about the popularity of eco friendly products. (mean=3)

2. Respondents agree that awareness & acceptance of eco friendly products is the key to success of green branding. (mean=3.9(4))

3. Respondents agree that brand name/ logo/ slogans/ packaging of eco friendly products affect buying decisions. (mean=3.9(4))

4. Respondents agree that Green Brands performing better than traditional brands. (mean=3.5(4))

5. Respondents agree that Green Branding process is less popular in India. (mean=3.9(4))

10. CONCLUSION

With reference to our objectives, we may conclude

1. In India, the awareness regarding Environmental Issues and Concerns are very high. Majority of respondents are aware of climate change and global warming effects and their adverse consequences to our environment. They also understand the environment is at risk due to such threats. And majority of them are optimist that there are certainly some ways to save our environment. This prevailing status in the perception of Indian customer will certainly provide enough space for the green marketing concept to grow and sustain.

2. As we have seen earlier that Indian respondents scored over respondents from 10 other countries in expecting to pay 5% or more for green technology if its benefits for the environment and return on investment (ROI) are proven in a survey conducted by Green Factor, which researches and highlights green marketing opportunities. As inclined to it, in our survey results too, it is indicated that majority of respondents are very much positive in their perception regarding the importance of Green Marketing to the environment, World and the Human kind itself. As per them, the need of time is to save the Environment even if it is a little costly in short run. So it can be definitely said that their awareness of environment issues and concerns definitely affect their perception of the need for a full circulation of eco-friendly products in India.

3. The Indian customers are very much in favour of investment in eco-friendly products. Most of the respondents are eager to buy from such products even if it costs them more. In India several companies (SBI, ONGC, TATA, PHILIPS ) have taken the initiatives and rewarded by the customers by appreciating and buying their products and engaging more with those company in satisfying their needs and wants. Moreover as per one recent survey, Indian customers are ranked at top for their response level to Green marketing followed by USA, China. So it shows the curiosity and commitment towards Green Marketing which must results in a potential market for the Green products and services if once made available within India.

4. The respondents are in favour of organic food products, composite fertilizers, energy efficient light

bulbs ,rechargeable batteries, bicycles , crystal deodorant, solar energy panels , windmills ,cloth diapers , compost bins, recycled paper ,vegetables, sewing machines , water barrels for water harvesting, solar cookers

and solar water heaters, recycled glass, plastic & tin, bio fertilizers, recycled steel , bio diesel ,biogas,

emergency light which runs on solar energy, recycled mobile ,natural gas, equipments consuming less

energy ,engines emitting less amount of gas, less polluting vehicles, public transport. The respondents also stresses on e-book, E-Business, E-commerce, interactive training and education, mobile banking, E-CRM, M-CRM, online banking, ATM services.



If investments are done in the sectors keeping the needs of the customers as above it must be result in

success in terms of profitability and sustainability.

5. As per our survey, two things are very clear.

Consumers awareness towards green marketing is high

The respondents are in favour of the concept of green marketing and willing to buy products which are less polluting. Moreover, respondents believe that in long run eco friendly products are better than traditional products which will make the companies more productive. Respondents are aware of green marketing as it is less detrimental to the environment and believe that sustainable development can be achieved through it. As per the survey, humans don’t have the right to imbalance the natural environment for their selfishness. The government can play an important role in green marketing by establishing suitable policies. As far as initiation of green marketing is concerned the participation from everyone is essential. As against all these positive facts, it is also observed that the implementation of green marketing is very difficult to practise due to huge capital requirement and regulations of government. To summarize, it can be said that Green Marketing should be promoted to protect the environment. Government, NGOs and other environment institutions must take efforts to teach about the duties of humans toward nature to balance the eco-system for sustainable growth.

Consumers’ attitude towards green branding is high

Most of the respondents extended their concerns and familiarity with green branding and also express their willingness that India should invest more in green branding. In India, some companies have already taken initiatives towards green branding though the progress is not enough at all levels. The concept of green branding is not so popular in India as it involves a major transition in the regular marketing efforts of firms. Majority of the respondents emphasizes the importance of green branding which reveals a positive sign for betterment of the environment as well as for companies.

11. RECOMMENDATIONS

Need For Standardization

It is found that only 5% 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.

New 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.

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.

Dr.Mehal Pandya


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 lose its market acceptability.

Avoiding Green Washing

The tendency of the companies to make profit on name of environment safe concerns and claims though they are not actually following such practices. ‘Going green’ is becomes a fashion nowadays and a source of competitive advantage so many firms wrongly claim eco concerns for their products and services to gain customers and make larger margins.

12. LIMITATION

This study covers literatures, research questions and structure, a designed research method, and a questionnaire created and distributed to specific residents in India. After which, answers for the research question are tallied through which conclusions were formulated and implications were drawn. The main objective of this study was to determine the potential of a green market in India, particularly the potential of selling environmental friendly goods and services. This objective was met through determining the consumer’s perspectives on green products and services, their effects on the environment and their probable support with regards to the launching of such goods and services within their country.

As such, the study will only cover the following set of variables:

• Green marketing potential or the potential for a green market in India;

• Perspectives of Consumers (with reference to their purchasing behaviour);

• Possible profitability of green market in India;

• Possible return of sustainability of a green market in India.

As such, the study will not consider the view points of stakeholders, companies, etc., but would only be focused on consumers. In terms of data collection scope, a questionnaire was used as the main instrument for gathering data from particular residents in India. A set of questions were asked to the participants to assess whether green marketing in the country has a potential. With that detail noted, the study is descriptive in nature with a survey method applied as a technique for data collection processes. Data analysis that will follow will be quantitative in nature rather than qualitative.

BIBLIOGRAPHY

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Dr.Mehal Pandya


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[39] Twinkle K Antony and Dr. N. Pakutharivu. Green Marketing. International Journal of Management, 7(2), 2016, pp. 46-51.

[40] Dr. K. Abdus Samad and Mrs. S. Thilagavathy. The Three P’s of Green Marketing - People, Plant and Profit. International Journal of Management, 7(2), 2016, pp. 86-94.

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