green marketing- way ahead to sustainability

Field of ResearchGreen Marketing–Way ahead to sustainability

Topic of ResearchGreen Marketing: It’s impact on youth buying behaviour (with special

reference to Dombivli area)

Presented ByMathew Lawrence

Flow of the presentation:

Introduction

History of Green Marketing

Reason for this research

Objective and Hypotheses of the research

Sampling for the research

Expected conclusion and suggestions

Page: 2 Preparad by: Mathew Lawrence

Introduction: Consumers are becoming more conscious of their own behavior with respect

to the environment.

Marketers need to deal with the changing behavior of consumers and frame

the marketing strategies accordingly.

Environmental claims can be a powerful marketing tool, if used in a proper

aspect.

Green marketing gained the momentum with the changing behavior of

consumers and to the context of global warming.

Green marketing will play an important role in sustainable development, with

innovative methods to sustain itself in the competition.


History of Green Marketing: Green marketing that was previously and primarily focused on the ecological

context has shifted to sustainability issue.

Green marketing term was first discussed in a seminar on “ecological marketing”

organized by American Marketing Association (AMA) in 1975.The proceedings of this workshop resulted in one of the first books on green

marketing entitled “Ecological Marketing”. “Green or Environmental Marketing consists of all activities designed to generate and

facilitate any exchanges intended to satisfy human needs or wants, such that the

satisfaction of these needs and wants occurs, with minimal detrimental impact on the

natural environment.”


History of Green Marketing: (cont).. Green marketing incorporates a broad range of activities, including product

modification, changes to the production process, packaging changes, as well

as modifying advertising.

Green marketing success involves ensuring that the company meets four “S”

criteria (Peattie, 1995).

Successful green marketers no longer view consumers as people with appetite

for material goods but as human beings concerned about the condition of the

world around them.

Satisfaction Safety

Social acceptability Sustainability


Reason for this Research: Global warming is today one of the biggest global concern.

Growing concentration of greenhouse gases in the upper atmosphere is

leading to climate changes.

In India where floods and drought has already affected more than 400 million

people. The cost of floods and drought is as high as Rs. 15,600 crore over five

years, according to the Planning Commission’s 11th five year plan.

India is 4th largest emitter of Co2, it can be rectified in the coming years if

proper actions are taken.

United States: 5.7 billion

Russia: 1.56 billion

China: 6.1 billion

India: 1.51 billon


Reason for this Research: (cont)… India’s majority of population is young and working with average age of 24.

In 2020 the average age will be just 29 and the working population of India is

expected to grow by more than 47 million by 2020. (according to Dr. Narendra

Jadhav, Member of Planning Commission, Government of India.)

Whereas during that time, the average age for China and America is going to

be 37, for Western Europe it will be 42 and for Japan it will be 48.

It is the perception and attitude which differentiate a person from another.

Increasing awareness on the various environmental problems has led a shift in

the way Indian youth go about their life.

57%37%

6%

How concerned are you of the threat of global

warming?

Very Concerned

Not Concerned

It’s a hoax

– According to Hindustan Times survey Page: 7 Preparad by: Mathew Lawrence

Objective and Hypotheses of the Research: Objective of the research would be:

1. To study the awareness of green marketing among the youth.

2. To study the youth perceptions and attitude towards green campaigns of

companies.

3. To study the effect of green marketing on youths in their decision of

buying products.

Hypotheses of the research would be:

1. There is a significant and positive relationship between environmental

awareness and purchasing behavior of green products among youths in

Dombivli.

2. Green campaigns from companies are well accepted among youths.


Sampling for the research: As per provisional reports of census India, population of Dombivli in 2011 is

4,61,160 of which male and female are 2,39,803 and 2,21,356 respectively.

Dombivli also host 83% literacy rate.

Total Population 4,61,160Age Group Percentage Population0-6 age group 9 % 41,5047-17 age group 20 % 92,23218-28 age group 30 % 1,38,34829 – 40 age group 25 % 1,15,29041- above 16 % 73,785

From above the chart for my research work I classify youth as age groups

from 18-28 and it consists of 30% of the total population. The sample for my

research would be 1% of the 1,38,348 i.e 1380.


Page: 10

Expected conclusion and suggestion: Green marketing assumes even more importance and relevance in developing

countries like India.

Green is a relative term and depends on the individuals intention to purchase

green products and especially on youth in India.

Expecting that results from the research would indicate that youth’s pro-

environmental concerns significantly affect their green buying behavior.

If business leaders recognize the vast potential that green business has,

and then decide to invest time, money, and effort, the world would only benefit.

Green marketing is still in its infancy and a lot of research is to be done to fully

explore its potential.

Preparad by: Mathew Lawrence