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GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTS
AN ANALYSIS OF CONSUMER BEHAVIOR
    TOWARDS GREEN PRODUCTS
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTS
WHAT IS GREEN MARKETING ?
WHAT IS A GREEN PRODUCT ?
WHY ARE FIRMS GOING GREEN ?
•               Macdonald’s have stopped packaging their
    hamburgers etc in polystyrene containers and now
    use cardboards which comes from a renewable resource
    and is biodegradable or recyclable .
                Hotels around the world are turning eco-
    friendly by the use of herbal toiletries, stationery from
    recycled paper, “no-smoking” rooms, less detergents
    and wasting less water, spending on gardens and
    orchards.
The production process is compatible with ecosystem

It is compatible with goals of the company


It satisfies the consumers
Eco label is an environmental claim that
appears    on    the packaging of a
product, making it easy for the consumers to
take environmental concerns into account
when shopping.
It is awarded to a manufacturer by an
appropriate authority. ISO 14020 is a guide
to the award of Eco-labels.
The government of India launched an
Eco-mark Scheme in 1991 to encourage the
customers to purchase those products which
have less harmful environmental impact.
THE 4 GREEN P’s
1. Green Product : Attributes such as energy saving, organic
   etc. that leads to reduction in resource consumption and
   pollution.
2. Green Price : Most consumers will pay additional value if
   there is a perception of extra product value .
3. Green Place : Aiming to reduce carbon footprint by way of
   managing logistics to cut down transport emanations.
4. Green Promotion : To address the relationship between a
   product and the environment, to promote green life
   style, and to present a corporate image of environmental
   responsibility.
CONSUMER
                  DEMOGRAPHIC
                  (Age, Gender, Income, Ed
                  ucation)




ELEMENTS OF
GREEN MARKETING
Product                                      PURCHASE
Price                                        DECISION
Place
Promotion
RESEARCH METHODOLOGY
• Research Objective :
To investigate the factors that influence
consumers’ choice of eco-friendly products over
conventional products
                         &
To find out the relation between consumers’
attitude and perception towards green marketing
w.r.t price sensitivity and quality.
• Sample Size, Sample Unit and Sample Design :
150 respondents, Age Group of 25-30 years,
Convenience Sampling.

• Sources of Data :
Both Primary and Secondary Data.
Primary data has been collected through a
structured questionnaire and personal interviews
and observation.
56 % respondents have ever purchased a green product, 44 %
have not purchased yet and 75 % of this 44 % respondents who
are yet to purchase green products may buy it in the future.


       28 % respondents always prefer buying green products over
       traditional products, 20 % respondents frequently buy green
       products over traditional products, 8 % sometimes buy green
       products over traditional products whereas 44 % respondents
       never buy green products over traditional products.


Only 35.33 % respondents are willing to pay premium to
purchase green products.
Regarding familiarity with green products, 24.44 % of
respondents have come to know about green products through
magazines, 22.22 % through newspapers, 15.56 % have come
across green products on the internet and 12.22 % have been
acquainted with it in store.




     Surprisingly, the role of electronic media (TV and Radio) is
     negligible in creating familiarity to green products (6.67 % and
     11.11 % respectively).
89.29 % of green product users are willing to recommend green
products to others, 9.09 % of respondents would like
recommending green products , though they themselves have not
yet used, on account of factors like environment protection
responsibility, safe for health etc. The rest finds green products not
worthy of recommendation due to a host of factors like costlier, not
much difference in performance or quality, customers are cheated
by companies in the name of green products etc.



          Quality of the product is the top most priority factor, then
          price, place and promotion respectively in influencing the
          purchase of green product.
Quality and Certification are the two considerable variables (since got
same rank with same probability) while purchasing green products. It is
also clear that price is not at all a considerable variable for selection of
green products, rather, being “eco-friendly” and “good for health” are
much more important.



   37.73 % respondents are in favor of saving utility bills and so prefer paying
   premium for green products, 18.86 % respondents prefer paying premium
   because green features are eco-friendly, 15.09% respondents are ready to
   pay premium as they feel responsible towards protecting the environment.
CONCLUSION
• Consumer Behavior plays a major role in the choice of
green products.

• The marketers of green products / services need to be more
innovative and dynamic to compete with the changing
purchase behavior among customers.

• The study brought out the fact that the people are
considerably well aware of green products, but not loyal
entirely towards it due to a host of factors like expensive, not
much difference when compared to traditional products in
terms of performance and quality, commercials being
perceived as gimmick only, etc.
CONCLUSION CONTD…
                         CONCLUSION

• To attract customers more towards green
  products, the marketers must create promotions
  which are both realistic and have moral values
  and the product availability in terms of volume
  and variety are also important.
• Business organizations should start following
  green marketing strategies as it offers incentives
  and growth opportunities in the long
  term, though it may involve huge start-up costs.
 Either Fold It Or Let It Be Unfold
 Just Going Green Is Not Enough, Be Transparent
 Know Your Consumers
 Empower Your Consumers
 One Size Doesn’t Fit All
 Make Yourself Audible To The Consumers
 Mull Over Pricing
 Selecting The Right Name
 Take Advantage Of Govt. Regulation That Mandates
  Behavior Change
~ Tanusree Bhowmick & Subhojit Chakraborty
   Astt. Prof, DSMS GROUP OF INSTITUTIONS
                  DURGAPUR

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GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTS

  • 2. AN ANALYSIS OF CONSUMER BEHAVIOR TOWARDS GREEN PRODUCTS
  • 4. WHAT IS GREEN MARKETING ?
  • 5. WHAT IS A GREEN PRODUCT ?
  • 6. WHY ARE FIRMS GOING GREEN ?
  • 7. Macdonald’s have stopped packaging their hamburgers etc in polystyrene containers and now use cardboards which comes from a renewable resource and is biodegradable or recyclable . Hotels around the world are turning eco- friendly by the use of herbal toiletries, stationery from recycled paper, “no-smoking” rooms, less detergents and wasting less water, spending on gardens and orchards.
  • 8. The production process is compatible with ecosystem It is compatible with goals of the company It satisfies the consumers
  • 9. Eco label is an environmental claim that appears on the packaging of a product, making it easy for the consumers to take environmental concerns into account when shopping. It is awarded to a manufacturer by an appropriate authority. ISO 14020 is a guide to the award of Eco-labels. The government of India launched an Eco-mark Scheme in 1991 to encourage the customers to purchase those products which have less harmful environmental impact.
  • 10. THE 4 GREEN P’s 1. Green Product : Attributes such as energy saving, organic etc. that leads to reduction in resource consumption and pollution. 2. Green Price : Most consumers will pay additional value if there is a perception of extra product value . 3. Green Place : Aiming to reduce carbon footprint by way of managing logistics to cut down transport emanations. 4. Green Promotion : To address the relationship between a product and the environment, to promote green life style, and to present a corporate image of environmental responsibility.
  • 11. CONSUMER DEMOGRAPHIC (Age, Gender, Income, Ed ucation) ELEMENTS OF GREEN MARKETING Product PURCHASE Price DECISION Place Promotion
  • 12. RESEARCH METHODOLOGY • Research Objective : To investigate the factors that influence consumers’ choice of eco-friendly products over conventional products & To find out the relation between consumers’ attitude and perception towards green marketing w.r.t price sensitivity and quality.
  • 13. • Sample Size, Sample Unit and Sample Design : 150 respondents, Age Group of 25-30 years, Convenience Sampling. • Sources of Data : Both Primary and Secondary Data. Primary data has been collected through a structured questionnaire and personal interviews and observation.
  • 14. 56 % respondents have ever purchased a green product, 44 % have not purchased yet and 75 % of this 44 % respondents who are yet to purchase green products may buy it in the future. 28 % respondents always prefer buying green products over traditional products, 20 % respondents frequently buy green products over traditional products, 8 % sometimes buy green products over traditional products whereas 44 % respondents never buy green products over traditional products. Only 35.33 % respondents are willing to pay premium to purchase green products.
  • 15. Regarding familiarity with green products, 24.44 % of respondents have come to know about green products through magazines, 22.22 % through newspapers, 15.56 % have come across green products on the internet and 12.22 % have been acquainted with it in store. Surprisingly, the role of electronic media (TV and Radio) is negligible in creating familiarity to green products (6.67 % and 11.11 % respectively).
  • 16. 89.29 % of green product users are willing to recommend green products to others, 9.09 % of respondents would like recommending green products , though they themselves have not yet used, on account of factors like environment protection responsibility, safe for health etc. The rest finds green products not worthy of recommendation due to a host of factors like costlier, not much difference in performance or quality, customers are cheated by companies in the name of green products etc. Quality of the product is the top most priority factor, then price, place and promotion respectively in influencing the purchase of green product.
  • 17. Quality and Certification are the two considerable variables (since got same rank with same probability) while purchasing green products. It is also clear that price is not at all a considerable variable for selection of green products, rather, being “eco-friendly” and “good for health” are much more important. 37.73 % respondents are in favor of saving utility bills and so prefer paying premium for green products, 18.86 % respondents prefer paying premium because green features are eco-friendly, 15.09% respondents are ready to pay premium as they feel responsible towards protecting the environment.
  • 18. CONCLUSION • Consumer Behavior plays a major role in the choice of green products. • The marketers of green products / services need to be more innovative and dynamic to compete with the changing purchase behavior among customers. • The study brought out the fact that the people are considerably well aware of green products, but not loyal entirely towards it due to a host of factors like expensive, not much difference when compared to traditional products in terms of performance and quality, commercials being perceived as gimmick only, etc.
  • 19. CONCLUSION CONTD… CONCLUSION • To attract customers more towards green products, the marketers must create promotions which are both realistic and have moral values and the product availability in terms of volume and variety are also important. • Business organizations should start following green marketing strategies as it offers incentives and growth opportunities in the long term, though it may involve huge start-up costs.
  • 20.  Either Fold It Or Let It Be Unfold  Just Going Green Is Not Enough, Be Transparent  Know Your Consumers  Empower Your Consumers  One Size Doesn’t Fit All  Make Yourself Audible To The Consumers  Mull Over Pricing  Selecting The Right Name  Take Advantage Of Govt. Regulation That Mandates Behavior Change
  • 21. ~ Tanusree Bhowmick & Subhojit Chakraborty Astt. Prof, DSMS GROUP OF INSTITUTIONS DURGAPUR