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Anjali Tiwari
Anjali Tiwari

The document discusses green marketing and consumer awareness of it. It begins with an introduction to green marketing and its 8 P's (product, price, place, promotion, publics, partnership, policy, purse strings). It then outlines the research methodology used, which was a survey of 30 consumers in Hyderabad about their green marketing awareness and attitudes. The results found that most consumers believe in green marketing, are aware of companies adopting it, feel regular marketing harms the environment, realize its importance, and are willing to pay more for green products. In conclusion, the survey showed consumers know about and support green marketing as a way towards sustainability.

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GREEN MARKETING A WAY TOWARDS SUSTAINABILITY By: Anjali Tiwari 2t4-01
TABLE OF CONTENTS ABSTRACT: ......................................................................................................3 INTRODUCTION.................................................................................................3 8 PS OF GREEN MARKETING:.............................................................................4 RESEARCH METHODOLOGY:.....................................................................5 CONSUMERS AWARENESS ABOUT GREEN MARKETING...........................................6 CONCLUSION....................................................................................................9
Abstract: Recently efforts have been made in order to achieve sustainable development, which consists of social sustainability, economic sustainability and environmental sustainability in order to reach well-being of present and future generations. In our time the concern for environmental topics and sustainable development has been increasing. Accordingly companies are trying to design new strategies for gaining competitive advantage in the marketplace. In this paper we will attempt to examine the attitude of 30 consumers toward eco-friendly products. Theaim of the survey is to gather information from a consumer standpoint. We will apply various statistical analyses to investigate the demographic variable of consumers who are willing to pay an extra price for eco-friendly products. Introduction Green marketing is the marketing of products that are presumed to be environmentally safe. Green marketing incorporates productmodification, changes to the productionprocess, packaging changes, modifying advertising, hoodwinking consumers, and compliance constraints. Green marketing is part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. Misleading or overstated claims can lead to regulatory or civil problems. The Federal Trade Commission provides some guidance on environmental marketing
claims and constraints. Half of Occidentals are willing to pay a little extra for green products. An important challenge facing green marketers is to identify which consumers are willing to pay more for green products. An enhanced knowledge of the profile of this segment of consumers would be very profitable. 8 Ps of Green marketing: Product: A producershould offer ecological products which not only must not contaminate the environment but should protect it and even liquidate existing environmental damages. Price: Prices for such products may be a little higher than conventional alternatives. But target groups are willing to pay extra for green products. Place: A distribution logistics is of crucial importance; main focus is on ecological packaging. Marketing local and seasonalproducts, e.g. vegetables from regional farms, is easier to be marketed green than products imported. Promotion: A communication with the market should put stress on environmental aspects. This may be publicized to improve a firms image. Furthermore, the fact that a company spends expenditures on environmental protection should be advertised. Sponsoring the natural environment is also very important. Ecological products will probably require special sales promotions.
Publics: Effective Social Marketing knows its audience, and can appeal to multiple groups of people. Public is the external and internal groups involved in the program. External publics include the target audience, secondaryaudiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program. Partnership: Most social change issues, including green initiatives, are too complex for one person or group to handle. Associating with other groups and initiatives to team up strengthens the chance of efficacy. Policy: Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment they're in supports that change for the long run. Often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program. Purse Strings: How much will this strategic effort cost? Who is funding the effort? RESEARCHMETHODOLOGY: ? In the present research 30 people is selected in the Hyderabad city ( 18 people are working and 12 are students) a structured questions were asked to them and ask them to scale the answer to 5 points ? few yes/no questions were asked to them ? The research is based on primary as well as secondary data. ? The study is based on sample approach
Consumers awareness about green marketing 1. I believe in the conceptof green marketing? Rating scale No. of respondent % of respondent 5) strongly agree 21 70% 4) agree 3 10% 3) neutral 2 6.7% 2) disagree 1 3.3% 1)strongly disagree 3 10% Total 30 100% Respondents said strongly agree that they believe in the conceptof green marketing 2) I am aware of companies going green? Rating scale No. of respondent % of respondent 5) strongly agree 17 56.7% 4) agree 6 20%
3) neutral 3 10% 2) disagree 2 6.7% 1)strongly disagree 2 6.7% Total 30 100% Respondents Strongly Agree about the awareness of companies going green which can be inferred from the computed mean. 3) I feel that the regular marketing techniques harm the environment? Rating scale No. of respondent % of respondent 5) strongly agree 20 66.7% 4) agree 2 6.7% 3) neutral 2 6.7% 2) disagree 0 0% 1)strongly disagree 6 20% Total 30 100% Majority the respondentbelieve that present marketing technique can harm the environment 4) Government should only take initiative in making companies to go green? Rating scale No. of respondent % of respondent
5) strongly agree 9 30% 4) agree 2 6.7% 3) neutral 18 60% 2) disagree 0 0% 1)strongly disagree 1 3.33% Total 30 100% Majority the respondentbelieve that Government should take initiative in making companies to go green 5) Do you realize the importance of greenmarketing? Rating scale No. of respondent % of respondent yes 24 80% no 6 20% TOTAL 30 100% Majority of the people realize the importance of green marketing 6) Are you ready to pay extra for greenproducts? Rating scale No. of respondent % of respondent yes 22 73.33% no 8 26.67% TOTAL 30 100%
Majority of the people is ready to pay more for green product. 7) Is green marketing is a way towards sustainability? Rating scale No. of respondent % of respondent yes 25 83.33% no 5 16.67% TOTAL 30 100% Most of the people believe in the conceptof green marketing and believe that it will help them to reach sustainability. Conclusion From the above study based on sample it can be seen that: ? Most of the people know about the conceptof green marketing. ? People are also aware the companies are going green. ? People also know that non green marketing techniques are harmful for environment. ? Majority of the people are neutral that its not only government but also people go for green marketing. ? Most of the people realize the importance of green marketing.
? Most of the people are ready to pay extra for the green products ? Many people think that green products are a way towards sustainability.

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paper123

  • 1. GREEN MARKETING A WAY TOWARDS SUSTAINABILITY By: Anjali Tiwari 2t4-01
  • 2. TABLE OF CONTENTS ABSTRACT: ......................................................................................................3 INTRODUCTION.................................................................................................3 8 PS OF GREEN MARKETING:.............................................................................4 RESEARCH METHODOLOGY:.....................................................................5 CONSUMERS AWARENESS ABOUT GREEN MARKETING...........................................6 CONCLUSION....................................................................................................9
  • 3. Abstract: Recently efforts have been made in order to achieve sustainable development, which consists of social sustainability, economic sustainability and environmental sustainability in order to reach well-being of present and future generations. In our time the concern for environmental topics and sustainable development has been increasing. Accordingly companies are trying to design new strategies for gaining competitive advantage in the marketplace. In this paper we will attempt to examine the attitude of 30 consumers toward eco-friendly products. Theaim of the survey is to gather information from a consumer standpoint. We will apply various statistical analyses to investigate the demographic variable of consumers who are willing to pay an extra price for eco-friendly products. Introduction Green marketing is the marketing of products that are presumed to be environmentally safe. Green marketing incorporates productmodification, changes to the productionprocess, packaging changes, modifying advertising, hoodwinking consumers, and compliance constraints. Green marketing is part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. Misleading or overstated claims can lead to regulatory or civil problems. The Federal Trade Commission provides some guidance on environmental marketing
  • 4. claims and constraints. Half of Occidentals are willing to pay a little extra for green products. An important challenge facing green marketers is to identify which consumers are willing to pay more for green products. An enhanced knowledge of the profile of this segment of consumers would be very profitable. 8 Ps of Green marketing: Product: A producershould offer ecological products which not only must not contaminate the environment but should protect it and even liquidate existing environmental damages. Price: Prices for such products may be a little higher than conventional alternatives. But target groups are willing to pay extra for green products. Place: A distribution logistics is of crucial importance; main focus is on ecological packaging. Marketing local and seasonalproducts, e.g. vegetables from regional farms, is easier to be marketed green than products imported. Promotion: A communication with the market should put stress on environmental aspects. This may be publicized to improve a firms image. Furthermore, the fact that a company spends expenditures on environmental protection should be advertised. Sponsoring the natural environment is also very important. Ecological products will probably require special sales promotions.
  • 5. Publics: Effective Social Marketing knows its audience, and can appeal to multiple groups of people. Public is the external and internal groups involved in the program. External publics include the target audience, secondaryaudiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program. Partnership: Most social change issues, including green initiatives, are too complex for one person or group to handle. Associating with other groups and initiatives to team up strengthens the chance of efficacy. Policy: Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment they're in supports that change for the long run. Often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program. Purse Strings: How much will this strategic effort cost? Who is funding the effort? RESEARCHMETHODOLOGY: ? In the present research 30 people is selected in the Hyderabad city ( 18 people are working and 12 are students) a structured questions were asked to them and ask them to scale the answer to 5 points ? few yes/no questions were asked to them ? The research is based on primary as well as secondary data. ? The study is based on sample approach
  • 6. Consumers awareness about green marketing 1. I believe in the conceptof green marketing? Rating scale No. of respondent % of respondent 5) strongly agree 21 70% 4) agree 3 10% 3) neutral 2 6.7% 2) disagree 1 3.3% 1)strongly disagree 3 10% Total 30 100% Respondents said strongly agree that they believe in the conceptof green marketing 2) I am aware of companies going green? Rating scale No. of respondent % of respondent 5) strongly agree 17 56.7% 4) agree 6 20%
  • 7. 3) neutral 3 10% 2) disagree 2 6.7% 1)strongly disagree 2 6.7% Total 30 100% Respondents Strongly Agree about the awareness of companies going green which can be inferred from the computed mean. 3) I feel that the regular marketing techniques harm the environment? Rating scale No. of respondent % of respondent 5) strongly agree 20 66.7% 4) agree 2 6.7% 3) neutral 2 6.7% 2) disagree 0 0% 1)strongly disagree 6 20% Total 30 100% Majority the respondentbelieve that present marketing technique can harm the environment 4) Government should only take initiative in making companies to go green? Rating scale No. of respondent % of respondent
  • 8. 5) strongly agree 9 30% 4) agree 2 6.7% 3) neutral 18 60% 2) disagree 0 0% 1)strongly disagree 1 3.33% Total 30 100% Majority the respondentbelieve that Government should take initiative in making companies to go green 5) Do you realize the importance of greenmarketing? Rating scale No. of respondent % of respondent yes 24 80% no 6 20% TOTAL 30 100% Majority of the people realize the importance of green marketing 6) Are you ready to pay extra for greenproducts? Rating scale No. of respondent % of respondent yes 22 73.33% no 8 26.67% TOTAL 30 100%
  • 9. Majority of the people is ready to pay more for green product. 7) Is green marketing is a way towards sustainability? Rating scale No. of respondent % of respondent yes 25 83.33% no 5 16.67% TOTAL 30 100% Most of the people believe in the conceptof green marketing and believe that it will help them to reach sustainability. Conclusion From the above study based on sample it can be seen that: ? Most of the people know about the conceptof green marketing. ? People are also aware the companies are going green. ? People also know that non green marketing techniques are harmful for environment. ? Majority of the people are neutral that its not only government but also people go for green marketing. ? Most of the people realize the importance of green marketing.
  • 10. ? Most of the people are ready to pay extra for the green products ? Many people think that green products are a way towards sustainability.