XIII Annual International Conference on Global Turbulence: Challenges & Opportunities

May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

Awareness of people towards Green Marketing and

Its impact on Environment Management

Ms. Sima Kumari

Assistant Professor,
Delhi School of Professional Studies and Research

Mr. Sameer Yadav

Student – PGDM (2011-13),
Delhi School of Professional Studies and Research

Abstract

Green Marketing- A new concept and a step to protect the Environment.

Green marketing is a phenomenon which has developed particular important in the modern market. This
concept has enabled for the re-marketing and packaging of existing products which already adhere to such
guidelines.
Additionally, the development of green marketing has opened the door of opportunity for companies to co-
brand their products into separate line, lauding the green-friendliness of some while ignoring that of others.
Such marketing techniques will be explained as a direct result of movement in the minds of the consumer
market. As a result of this businesses have increased their rate of targeting consumers who are concerned
about the environment. These same consumers through their concern are interested in integrating
environmental issues into their purchasing decisions through their incorporation into the process and
content of the marketing strategy for whatever product may be required.
The main objective of the paper is to know the awareness of people towards green marketing, that they are
aware of and are they really believe in this concept.

Second objective is that green marketing really helps to save the environment or not.

The paper also examines future of green marketing and concludes that green marketing is something that
will continuously grow in both practice and demand.
Key Words: - Green Marketing, Recyclable, Awareness of people, Environment.

Ms. Sima Kumari Delhi School of Professional studies and Research 1

Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

Introduction
Green marketing involves developing and promoting products and services that satisfy customers want and
need for Quality, Performance, Affordable Pricing and Convenience without having a detrimental input on
the environment.
Evolution of Green Marketing
The green marketing has evolved over a period of time. The term Green Marketing came into prominence in
the late 1980s and early 1990s.The evolution of green marketing has three phases.
First phase was termed as "Ecological" green marketing, and during this period all marketing activities were
concerned to help environment problems and provide remedies for environmental problems.
Second phase was "Environmental" green marketing and the focus shifted on clean technology that
involved designing of innovative new products, which take care of pollution and waste issues.
Third phase was "Sustainable" green marketing. It came into prominence in the late 1990s and early 2000.
Meaning
Green marketing refers to the process of selling products and/or services based on their environmental
benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an
environmentally friendly way.
The obvious assumption of green marketing is that potential consumers will view a product or service's
"greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green
marketing is that consumers will be willing to pay more for green products than they would for a less-green
comparable alternative product - an assumption that, in my opinion, has not been proven conclusively.

Definition
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. 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.

Ms. Sima Kumari Delhi School of Professional studies and Research 2

Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

Why Green Marketing?

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 protection of 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 growing market for sustainable and
socially responsible products and services.
Literature Review
Green marketing has been an important academic research topic since it came.Attention was drawn to the
subject in the late 1970‘s when the American Marketing Association organized the first ever workshop on
―Ecological marketing in 1975 which resulted in the first book on the subject entitled ―Ecological
Marketing by Henion and Kinnear in 1976. Peattie and Crane (2005) claims that despite the early
development, it was only in the late 1980‘s that the idea of Green Marketing actually made an appearance
because of the consumers growing interest in green products.
Green marketing was given prominence in the late 1980s and 1990s after the proceedings of the first
workshop on Ecological marketing held in Austin, Texas (US), in 1975. The green marketing has evolved
over a period of time. According to Peattie (2001), the evolution of green marketing has three phases. First
phase was termed as Ecological" green marketing, and during this period all marketing activities were
concerned to help environment problems and provide remedies for environmental problems. Second phase
was "Environmental" green marketing and the focus shifted on clean technology that involved designing of
innovative new products, which take care of pollution and waste issues. Third phase was "Sustainable" green
marketing. It came into prominence in the late 1990s and early 2000.
During 1990s, the concern for environment increased and resulted in to increasing challenges for the
companies. Dutta, B. (2009, January) in his article on Green Marketing titled Sustainable Green Marketing
The New Imperative published in Marketing Mastermind states that Green Marketing involves developing
good quality products which can meet consumer needs and wants by focusing on the quality, performance,
pricing and convenience in an environment-friendly way.
Unruh, G. And Ettenson, R. (2010) in their research article titled, Growing Green: Three smart paths to
developing sustainable products. Published in Harvard Business Review, is for executives who believe that
Ms. Sima Kumari Delhi School of Professional studies and Research 3
Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

developing green products make sense for their organization and need to determine the best path forward.
The authors have introduced and described three broad strategies that companies can use to align their green
goals with their capabilities: Accentuate: Strategy involves playing up existing or latent green attributes in
your current portfolio. Acquire: Strategy involves buying someone else‘s green brand. Architect: Strategy
involves architecting green offerings – building them from scratch.
Green marketing mainly focuses on four issues. These issues are: first, importance of green marketing;
second, impact of green marketing on firms and environment;third, improving effectiveness of green
marketing.
In India green Marketing is a relatively new topic introduced by few multinational companies operating in
India like Philips India limited, AMUL, Taj Hotels, and Infosys, etc.

Objectives of the study

The study is conducted with a view to achieve the following specific objective:
 The main objective of the paper is to know the awareness of people towards green marketing, that
they are aware of and are they really believe in this.
 Second objective is that green marketing really helps to save the environment or not.
Sampling Plan and Data Collection
A convenient sampling method was adopted. In all, 70 individuals randomly selected in Delhi. Out of them
48 were between the age of 18 to 35 years and rest 22 were above the age of 35 years. Primary data was
collected through survey using structured questionnaire and secondary data through websites and articles.
Data Analysis
Hypotheses 1:

Ho: People do not believe in the Green Marketing concept.

H1: People believe in the Green Marketing concept.
X²cal = 35.714
X² tab = 7.88 X² tab <X² cal

Ms. Sima Kumari Delhi School of Professional studies and Research 4

Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

The calculated value is greater than the tabular value. So, the null hypotheses is rejected and alternative
hypotheses is selected. It means people believe in Green Marketing concept and they are aware about it and
about its benefits.

Hypothesis 2
Ho: Green marketing does not help to save the environment.
H1: Green marketing really helps to save the environment.

X² cal = 35.714
X² tab = 7.88 X² tab <X² cal
The calculated value is greater than the tabular value. So, the null hypotheses is rejected and alternative
hypotheses is selected. It results that green marketing is a very important tool to save the environment. It
increases the awareness, motivates people to go green.

Data Interpretation

Q1. Do you believe in the concept of

green marketing?
Observed N Expected N Residual
Yes 60 35.0 25.0
No 10 35.0 -25.0
Total 70

14%

Yes
No
86%

Ms. Sima Kumari Delhi School of Professional studies and Research 5

Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

Conclusion: 86% respondents believe in green marketing concept and rest 14% don’t believe in it because
may be they have not much knowledge about this.

Q2. I agree that Green marketing

increase the market value of the
product/s.
Observed N Expected N Residual
Yes 52 35.0 17.0
No 18 35.0 -17.0
Total 70

26%

Yes

74% No

Conclusion: 74%respondentsthink that a product with green marketing strategies has more market value
than others and rest 26% respondents don’t think so.

Q3. Do you think that Green Marketing

plays an important role to save the
Environment?
Observed N Expected N Residual
yes 60 35.0 25.0
No 10 35.0 -25.0
Total 70

Ms. Sima Kumari Delhi School of Professional studies and Research 6

Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

14%

Yes
No
86%

Conclusion: 86% respondents say that green marketing plays an important role to save the environment and
14% say other factors like plantation of trees are more important.

Q4. Green Marketing helps to protect

the environment, so I am ready to pay a
small amount more.
Observed N Expected N Residual
Yes 44 35.0 9.0
No 26 35.0 -9.0
Total 70

37%

Yes
63%
No

Conclusion: 63% respondentswho are educated and earning are ready to pay small amount more for green
products and 37% don’t have will to pay extra.

Ms. Sima Kumari Delhi School of Professional studies and Research 7

Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

Q5. You go Green by your own will not

by Govt. pressure.
Observed N Expected N Residual
Yes 48 35.0 13.0
No 22 35.0 -13.0
Total 70

31%

Yes
69% No

Conclusion: 69% respondents are self-motivated for green products and rest 31% buys a green product due
to Govt. pressure.
Q6. Do you think Govt. is promoting
green marketing in your city/area?
Observed N Expected N Residual
Yes 20 35.0 -15.0
No 50 35.0 15.0
Total 70

29%

Yes
71% No

Ms. Sima Kumari Delhi School of Professional studies and Research 8

Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

Conclusion: 71% respondents are not satisfy with Govt. efforts towards green marketing and 29% think that
Govt. is promoting the green marketing.

Q7. Do you think Green products are

becoming status symbol?
Observed N Expected N Residual
Yes 14 35.0 -21.0
No 56 35.0 21.0
Total 70

20%

Yes
No
80%

Conclusion: Only20% respondents think that green products are becoming status symbol and rest 80% don’t
agree with above statement.

Q8. Scope of Green Marketing in near

future is good.
Observed N Expected N Residual
Yes 54 35.0 19.0
No 16 35.0 -19.0
Total 70

Ms. Sima Kumari Delhi School of Professional studies and Research 9

Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

23%

Yes
No
77%

Conclusion: 77%respondents think that scope of Green Marketing in near future is good and 23% think that
it may be a short time boom.

Q9. Do you believe in the application of

concept of complete green marketing
throughout the world?
Observed N Expected N Residual
Yes 62 35.0 27.0
No 8 35.0 -27.0
Total 70

11%

Yes
No
89%

Conclusion: 89% respondents are in the favour of the application of the concept of complete green
marketing throughout the world and rest 11% don’t think so.

Ms. Sima Kumari Delhi School of Professional studies and Research 10

Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

Q10. Green Marketing is only way to

protect the environment?
Observed N Expected N Residual
Yes 20 35.0 -15.0
No 50 35.0 15.0
Total 70

29%

Yes
71% No

Conclusion: 29% respondents say that only way to protect the environment is green marketing and rest 71%
say that there are many other ways to protect the environment like plantation of trees, water harvesting,
recycling, use of solar and wind energy, etc.

Findings
 Green Marketingis a very important tool to protect the environment.
 People are aware about environmental problems and they are willing to contribute in environment
safety.
 Educated people of the society are even ready pay more for environment safety as to some extent it
has become a status symbol.
 Educated people are self-motivated but common man does not care about environment until they
have a pressure from govt.
 At present it is a new concept, but it has good scope in near future.
 People are not satisfied with the govt. efforts towards environment.

Ms. Sima Kumari Delhi School of Professional studies and Research 11

Mr. Sameer Yadav
 XIII Annual International Conference on Global Turbulence: Challenges & Opportunities
May 5-6, 2012 at Bangkok, Thailand ISBN: 978-81-923211-3-4

 People are aware about environmental issues but still they give preference to price and brand name
over environment friendly product.

Suggestions
 For increase the Green Marketing awareness, Govt should take more efforts like- awareness
programmes in rural areas through advertisements, seminar and workshops, etc.
 There are some simple ways with which we can save the environment like afforestation, use solar
energy, ban on harmful plastic products, recycling of products and water harvesting, etc.
Limitations of the study
 Time Constraint: There was time constraint, so the sample size is short.
 Education: Due to illiteracy and lack of awareness, people are not aware about Green Marketing.
 Limitation in the availability of necessary secondary data.

Bibliography/References

 Kotler, Philip, Keller, K.L., Koshy, A., &Jha, M. (2012) Marketing Management- A South Asian
Perspective. New Delhi: Pearson Education, pp- 77-80.
 International Journal of Social Sciences & Interdisciplinary Research, Vol.1 No. 1, January 2012,
ISSN 2277 3630
 Journal of Engineering, Science and Management Education/Vol. 3, 2010/9-14
 http://www.indianresearchjournals.com/pdf/IJSSIR/2012/January/4_IJSSIR_R%20SHRIKANT.pdf
 http://www.greenmarketing.tv/2010/06/27/what-is-green-marketing/
 http://en.wikipedia.org/wiki/Green_marketing/
 http://www.coolavenues.com/mba-journal/marketing/green-marketing-opportunities -challenges
 http://www.scribd.com/doc/20178480/Green-Marketing-Concepts

Ms. Sima Kumari Delhi School of Professional studies and Research 12

Mr. Sameer Yadav