CHAPTER 1

INTRODUCTION

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, sustainable packaging, as well as modifying
advertising. 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.

Green, environmental and eco-marketing are 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. In more detail
green, environmental and eco-marketing belong to the group of approaches which seek to
address the lack of fit between marketing as it is currently practiced and the ecological and
social realities of the wider marketing environment.

A model green marketing mix contains four "P's":

Product: A producer should 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 like for example LOHAS 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 seasonal products 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, for example that the company possesses a CP certificate or is ISO 14000 certified.
This may be publicized to improve a firms image. Furthermore, the fact that a company
spends expenditures on environmental protection should be advertised. Third, sponsoring

1
 the natural environment is also very important. And last but not least, ecological products
will probably require special sales promotions.

Goals of Green Marketing:

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

NEED OF GREEN MARKETING:

WHY IS GREEN MARKETING CHOSEN 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 vigor 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:

2
 Opportunities or competitive advantage
Corporate social responsibilities (CSR)
Government pressure
Competitive pressure
Cost or profit issues

CHAPTER 2

LIERATURE REVIEW

Consumers Awareness towards Green Marketing -

A Study

Of Srinagar City

Green marketing has be defined as 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 by Polonsky
(2011). Over the years there has been a subtle shift from practicing environmental marketing
practices as a result of compulsion identified as a result of legislations and pressure from
environmental groups to genuine efforts to improve sustainable marketing plans and behaving
in an eco-responsible manner (Polonsky and Rosenberger, 2001).Gladwin (1992,pg.1)
emphasized If goals of sustainability are to be achieved, firms must be reformed, redesigned
and restructured to minimize the negative ecological impacts. Miles and Covin had the same
opinion with Gore and continued the discussion emphasizing requirements which are agreeing
to simultaneously improve environmental and financial performance so as to persuade different
companies to hunt for innovative techniques to make use of green marketing and management
as the primary tool to improve their companys reputation, increase competitive advantage and
eventually boost financial performance (Miles and Covin, 2000, pg.299).
The growth of green marketing and green consumer is perhaps the biggest opportunity
for enterprise and invention the industrial world has ever seen (Cairncross 1992: 177). A green
consumer can be identified to be one who avoids any product which may harm damage to any
living organism, cause deterioration of the environment during process of manufacturing or
during process of usage, consume a large amount of nonrenewable energy, involves unethical
testing on animals or human subjects (Elkington, 1994).There have been a number of different
factors which are instrumental in promoting green consumers to purchase green products.

3
Extensive research over the years identify that heightened awareness of green issues; increased
level of information availability on environmental sustenance green advertising by
corporations; increased concern for the environment; increase in popularity of green products
by social and environmental charities as some factors. This overwhelming increase in the
overall environmental consciousness among different consumer profile there have been efforts
undertaken by firms to go green by presenting the concept of corporate environmentalism
(Banerjee, 2003; Hay and Lichter 2000).
Today green development are identified as opportunities by business firms as
opportunities to improve their marketing niche rather than just actions which need to be carried
out. Although public opinion say that consumers would like to purchase a product which is
environment friendly over the product that is less friendly to the environment when all other
things are equal, those other things are rarely equal in the minds of consumers. It is thus that
companies should keep inn their mind that consumers are unlikely to compromise on the
traditional attributes of the product such as price availability price quality and performance.

4
 CHAPTER 3
OBJECTIVES

Research Objective:
1. To study the awareness of students with respect to green marketing/eco-friendly
products.

2. Students beliefs and attitudes on green products.

3. The influence of marketing efforts put by marketers with reference to students.

4. To find the willingness of the students to pay more for green products.

5
 CHAPTER 4

RESEARCH METHODOLOGY

Meaning and Definition of Research

Research is the systematic activity to achieve the truth. It includes the identification of
study area, the procedure for collecting data, analyzing the data, and finding the conclusion.
Research in common parlance refers to a search for knowledge. Research is considered to be
more objective, methodical, well-determined scientific process of investigation.
According to Fred Ker linger, Research is an organized enquiry designed and carried out to
provide information for solving a problem.
According to P. V. Young, Research is a method of studying, analyzing and conceptualizing
social life in order to extend, modify, correct or verify knowledge whether that knowledge aids
in construction of theory in practice of an art.
Research Design
A research design is the "blue print" of the study. The design of a study defines the
study type (descriptive, co relational, semi-experimental, experimental, review, meta-analytic)
and sub-type (e.g., descriptive-longitudinal case study), research
question, hypotheses, independent and dependent variables, experimental design, and, if
applicable, data collection methods and a statistical analysis plan. Research design is the
framework that has been created to seek answers to research questions.

Sampling
6
 Sampling is the process of selecting units (e.g., people, organizations) from a population
of interest so that by studying the sample we may fairly generalize our results back to the
population from which they were chosen. The sample method involves taking a representative
selection of the population and using the data collected as research information. A sample is a
subgroup of a population. It has also been described as a representative taste of a group.
Types of Sampling:
1. Probability Sampling
A probability sampling method is any method of sampling that utilizes some form
of random selection. In order to have a random selection method, you must set up some process
or procedure that assures that the different units in your population have equal probabilities of
being chosen.

Types of probability sampling:

a. Simple random sampling

Simple random sampling is a probability sampling procedure that gives every element in the
target population, and each possible sample of a given size, an equal chance of being selected. A
simple random sample is selected by assigning a number to each member in the population list
and then uses a random number table to draw out the members of the sample.
b. Stratified sampling
It is the one in which the population is divided into subgroups or strata and the random sample
is then selected from each subgroup. When a few characteristics are known about a population,
stratified random sampling is preferable because the population may be arranged in subgroups
and then a random sample may be selected from each of these subgroups.
c. Cluster sampling
Cluster sampling on the surface is very similar to stratified sampling in that survey population
members are divided into unique, non over lapping groups prior to sampling. These groups are
referred to as clusters instead of strata because they are naturally occurring groupings such as
schools, households or geographic units.
d. Systematics sampling
Systematic sampling (or interval random sampling) is a probability sampling procedure in which
a random selection is made of the first element for the sample, and then subsequent elements are
selected using a fixed or systematic interval until the desired sample size is reached.

2. Non-Probability Sampling

7
 Non-probability sampling designs do not follow the theory of probability in the choice
of elements from the sampling population. Non-probability sampling designs are used when the
number of elements in a population is either unknown or cannot be individually identified.

Types of Non-probability sampling:

a. Purposive/judgment sampling
Purposive sampling is selecting a sample on the basis of your own knowledge of the population,
its elements and the nature of your research aims. That is the population is non-randomly
selected based on a particular characteristic.
b. Quota sampling
The main consideration directing quota sampling is the researcher's ease of access to the sample
population. In addition to convenience, you are guided by some visible characteristic, such as
gender or race, of the study population that is of interest.

c. Convenience
It is also known as Accidental sampling is a type of non-probability sampling that involves the
sample being drawn from that part of the population that is close to hand. That is a sample
population selected because it is readily available and convenient, as researcher are drawing on
relationships or networks to which they have easy access.

d. Snowball
Snowball sampling is also called as Network sampling. It is used in those rare cases when the
population of interest cannot be identified other than by someone who knows that a certain
person has the necessary experience or characteristics to be included.

Data Collection
Data collection is the process of gathering and measuring information on variables of
interest, in an established systematic fashion that enables one to answer stated research
questions, test hypotheses, and evaluate outcomes.
Data is an important unit in the process of decision making process. Data can be collected by the
following methods.
Methods of Data Collection:
Primary Data Collection

8
The primary data is that which details we collect first time from the market and also used first
time in the research. We also say that the information is first time in the research decision. To
collect the primary data questionnaire is prepared structure non-disguise questionnaire is
prepared.

o Interview
o Observation
o Case studies
o Life histories
o Questionnaire

Secondary Data Collection

Secondary data are those data which are already collected by someone for some purpose
and are available for the present study; secondary data are already collected by the companys
records and other librarys books. When the secondary data are sufficient, the researcher has to
be satisfied with the primary sources of data. Secondary data can be used as bases for
comparison with the primary sources of data have been collected by questionnaire.

o Previous research
o Diaries
o Government reports
o Web information
o Historical data and information
o News paper
o Magazine
o Books

Research conducted by using following method:

Type Of Research Descriptive Research
Research Unit & Population MMs I.M.E.R.T. (Pune)
Sampling Method Convenience Sampling ( Non-Probability)
Sample Size 50

Collection Of Data
Questionnaire
A) Primary Data

B) Secondary Data
Books, Websites

9
 CHAPTER 5
DATA ANALYSIS AND INTERPRETATION

1. Have you ever heard of Environment Friendly or Green Marketing

Products/Practices?
a) Yes b) No

Respondent Percentage (%)

Yes 42 84
No 8 16
Total 50 100

Heard of Green Marketing

90 84
80
70
60
50
40
30
20 16
10
0
Yes No

Interpretation:
According to analysis 84% of students known about Green marketing rest 16% are
unaware about the same.

10
2. Do you believe in the concept of Green Marketing?
a) Yes b) No

Respondent Percentage (%)

Yes 42 84
No 8 16
Total 50 100

Believe in concept of Green Marketing

90 84
80
70
60
50
40
30
20 16
10
0
Yes No

Interpretation:
According to analysis 84% students believe in Green marketing and 16% students do
not believe in green marketing.

3. Did you participate in any activity related to Green Marketing in past?

a) Yes b) No

11
 Respondent Percentage (%)
Yes 14 28
No 36 72
Total 50 100

Participate in any activity

80 72
70
60
50
40
28
30
20
10
0
Yes No

Interpretation:
According to analysis 28% students have participated in activities related to green
marketing and rest 72% students did not get chance for the same.

4. Are you aware about such companies who adopted green marketing concepts?
a) Yes b) No

Respondent Percentage (%)

Yes 23 46
No 27 54
Total 50 100

12
 Aware about companies
56
54
54
52
50
48
46
46
44
42
Yes No

Interpretation:
According to analysis 46% students are aware of companies who adopted green
marketing concepts and rest 54% are unaware of any such companies.

5. From which source you get the information about Green marketing Practices?

a) Television b) Newspaper c) Magazines d) Other

Respondent Percentage (%)

Television 12 24
Newspaper 15 30
Magazines 1 2
Other 22 44
Total 50 100

13
 Get Information
50
44
45
40
35
30
30
24
25
20
15
10
5 2
0
TV Newspaper Mgazines Other

Interpretation:
According to analysis 24% students told that they get information from TV, 30% students
told that they get information from newspaper, 2% told from magazines and 44% students
told they get information from other sources about green marketing.

6. Are you aware of some initiatives taken for promoting green marketing practices by the
following?
a) Ministry of Environment b) State Government c) NGOs d) Other

Respondent Percentage (%)

Ministry of Environment 10 20
State Government 21 42
NGOs 12 24
Other 19 38

14
 Initiatives taken for promotion
45 42
40 38

35
30
24
25
20
20
15
10
5
0
Ministry of EVS State Government NGO's Other

Interpretation:
According to analysis 20% of initiatives taken by Ministry of environment, 42% taken by state
government, 24% taken by NGOs and 38% of initiatives taken by others.

7. If a Green Product is available in a product category often purchased, I would..

a) Definitely Not Buy b) Probably Not Buy
c) Not Sure d) Probably Buy e) Definitely Buy

Respondent Percentage (%)

Definitely Not Buy 0 0
Probably Not Buy 5 10
Not Sure 11 22

15
 Probably Buy 20 40
Definitely Buy 14 28
Total 50 100

Product category purchased

45
40
40
35
30 28
25 22
20
15
10
10
5
0
0

Interpretation:
According to analysis if ecofriendly products are available 40% students probably buy
products, 28% students are definitely buy, 22% students not sure about buying a products and
10% students probably not buy a products.

8. Following factors affect the purchase of green products?

a) Product Price b) Awareness about Green Products
c) Availability of Green Product d) Past Experience e) Any Other

Responden Percentage (%)

t
Product Price 17 34
Awareness about Green Products 23 46
Availability of Green Product 5 10

16
 Past Experience 14 28
Any Other 3 6

Factors Affect the purchase

50 46
45 34
40
35 28
30
25
20 10
15 6
10
5
0

Interpretation:
According to analysis 46% students are not aware about the green products which affects in the
purchasing, 34% of students have problem related to price of products, and 28% students have
past experience related to products, also availability of green products affects the purchase of
the products and 6% have any other problems.

9.Are you aware about the advantages of using Green Products?

a) Yes b) No

Respondent Percentage (%)

Yes 33 66
No 17 34
Total 50 100

17
 Aware about Advantages
70 66

60
50
40 34
30
20
10
0
Yes No

Interpretation:
According to analysis 66% students are aware about the advantages of using green
products and 34% students are unaware about the same.

10. According to you which promotional tool is best for promoting Green Products?
a) Magazines b) TV c) Social sites d) NGO e) College Activities
f) Sponsorship
Respondent Percentage (%)
g) Exhibition
Magazines 6 12
h) Radio
TV 24 48
i) Other
Social sites 27 54
NGO 8 16
College Activities 22 44
Sponsorship 4 8
Exhibition 7 14
18
Radio 7 14
Other 12 24
 Promotional Tools
60 54
48 44
50
40
30 24
12 16 14 14
20 8
10
0

Interpretation:
According to analysis 54% students said that social media is best tool for promoting products,
48% students said that TV is best tool, 44% students said college activities are best tool, 16%
said that NGO is best, 14% are Exhibition and Radio and 12% magazine, 8% sponsorship and
24% other tools are best for promoting products.

11. Which eco-friendly products you mostly prefer buying?

a) Recycled Cloths b) Recycled Bags c) Reusable water bottles d) Other
Responden Percentage (%)
t
Recycled Cloths 14 28
Recycled Bags 21 42

19
 Reusable water bottles 15 30
Other 19 38

Prefer
45 42
40 38
35 30
30 28
25
20
15
10
5
0

Interpretation:
According to analysis 42% students prefer recycled bags, 28% recycled cloths, 30% students
prefer reusable water bottles and 38% students prefer other ecofriendly products.

12. Will you convince your family / friends to purchase environment friendly products?
a) Yes b) No

Respondent Percentage (%)

Yes 39 78

20
 No 11 22
Total 50 100

Convience
90
78
80
70
60
50
40
30 22
20
10
0
Yes No

Interpretation:
According to analysis 78% students are convince their family/friends to purchase environment
friendly products and 22% students are not convince for the same.

13. Are you interested in switching from conventional products to ecofriendly products?
a) Yes b) No

Respondent Percentage (%)

21
 Yes 33 66
No 17 34
Total 50 100

Interest In Switching
70 66

60
50
40 34
30
20
10
0
Yes No

Interpretation:
According to analysis 66% students are interested in switching from conventional to
ecofriendly products and 34% are not interested.

CHAPTER 6
FINDINGS AND SUGGESTION
Findings:

22
 Most of the students are aware about the green marketing and also they believe in the
concepts of green marketing.
Students are not participated in any activities related to green marketing also they are
not aware about companies who adopted green marketing concepts.
Most of the students get information about green marketing from newspaper, TV and
also from other sources like social sites, exhibition etc.
If eco-friendly products are available then most of the students are probably buy that
products.
As most of the students are not aware about green products that affects the purchase of
products and also price and availability of products also affects the purchase of green
products.
Most of the students are aware about the advantages of using green/eco-friendly
products and also these advantages affects on their buying behavior.
Effectiveness of advertisement also play an important role in influencing the students
related to products.
Most of the students are not willing to pay for expensive products.
Students also convince their family or friends to purchase the eco-friendly products.
At the time of purchase students also check its effects and side-effects to environment.
Most of the students are also satisfied with the product they uses, and they interested in
switching from conventional products to eco-friendly products.

Suggestions:
Increase in the awareness of green products.
Improve the effectiveness of advertisement.
As the students are not able to pay for expensive products they should avoid production
of more expensive products.
Increase the availability of green products.
Try to show advantages of using green products.
Increase in conducting activities related to green marketing.
Increase interest in students for eco-friendly products

CHAPTER 7
CONCLUSION
Green marketing should not neglect the economic aspect of marketing.
Marketers need to understand the implications of green marketing. If you think students
are not concerned about environmental issues or will not pay a premium for products
that are more eco-responsible, think again. You must find an opportunity to enhance you

23
 product's performance and strengthen your customer's loyalty and command a higher
price. The awareness about the products should be done through advertising so that
individual buying behavior can be changed which can have an impact on the welfare of
the environment. It is also important that companies aiming at developing new eco-
friendly products should ensure that products perform competitively. Green marketing is
still in its infancy and a lot of research is to be done on green marketing to fully explore
its potential.
The study has been undertaken with an objective to explore the student
awareness about green products and its effect on buying behavior of students. Green
product awareness is an important tool to guide the students for purchasing of green
products. As the students are getting more awareness about green products and their
features the frequency of green buying behavior increases. Majority of the students in
this study have average awareness level about green products. The study shows that the
green buying behavior varies with awareness level of the students and there is a
significant association between green product awareness level of the students and green
consumer buying behavior.

CHAPTER 8
REFERENCES

Books referred:
C.R. Kothari Research Methodology, Vishwa publication, New Delhi, 2nd revised
edition
MICHAEL J. BAKER The Marketing Book, 5th edition.

Literature Review:

24
 Nufazil Altaf, Aug 26, 2013, Consumers Awareness towards Green Marketing - A
Study of Srinagar City, Asian Journal of Managerial Science, ISSN: 2249 - 6300
Vol. 2 No. 2.

CHAPTER 9
APPENDIX
Questionnaire:
My name is Bhumika N. Patel and I'm a student of Smt. Kashibai Navale College of Engineering,
Pune. I am writing to you, to request your participation in a brief survey. Your responses to this
questionnaire will help me evaluate the Awareness of Green Marketing among students.
The questionnaire is very brief and will only take about 5 minutes to complete.

25
 Your participation for this study is highly appreciated and all of your responses will be kept
confidential. Thank you very much for your time and cooperation.

Name:
Gender:

a) Male b) Female

Age:

a) 18-20 b) 20-22 c) 22-24 d) above 24

6. Have you ever heard of Environment Friendly or Green Marketing Products/Practices?

b) Yes b) No

7. Do you believe in the concept of Green Marketing?

b) Yes b) No

3. Did you participate in any activity related to Green Marketing in past?

a) Yes b) No

4. Are you aware about such companies who adopted green marketing concepts?
b) Yes b) No

5. From which sources you get information about Green marketing Practices?
a) Television b) Newspaper c) Magazines d) Other

6. Are you aware of some initiatives taken for promoting green marketing practices by the following?
a) Ministry of Environment b) State Government c) NGOs d) Other

7. If a Green Product is available in a product category often purchased, I would..

a) Definitely Not Buy b) Probably Not Buy
c) Not Sure d) Probably Buy e) Definitely Buy

8. Following factors affect the purchase of green products?

a) Product Price b) Awareness about Green Products
c) Availability of Green Product d) Past Experience
e) Any Other___________________

26
 9. Are you aware about the advantages of using Green Products?
a)Yes b) No

10. According to you which promotional tools are best for promoting Green Products?
a) Magazines b) TV c) Social sites d) NGO e) College Activities
f) Sponsorship g) Exhibition h) Radio i) Other

11. Which eco-friendly products you mostly prefer buying?

a) Recycled Cloths b) Recycled Bags c) Reusable water bottles d) Other

12. Will you convince your family / friends to purchase environment friendly products?
a) Yes b) No

13. Are you interested in switching from conventional products to ecofriendly products?
a) Yes b) No

27