A

Project Report

On

“A Study of Consumer Attitude and Awareness

towards Green Marketing”

Submitted in partial fulfillment of the requirement

For award of the degree of

Master of Business Administration

Under Supervision: - Submitted By:-

Miss Rakhi Goyal Sonia Gupta

Asst. Prof. K.A.I.M M.B.A 4th Sem

Roll No. 13031

Kedarnath Aggarwal Institute of Management

Charkhi Dadri, Dist. Bhiwani (Haryana)

PREFACE

Practical knowledge and experience make the man succeed. It is much more important than the

theoretical knowledge. Theoretical knowledge only clears the fundamental concepts of

management but their application in actual business environment remains doubtful without

practical knowledge. Hence, combination of both practical and theoretical knowledge is

necessary before reaching the ultimate goal. With a view to attain excellence in management

education and to gain a sustainable competitive advantage, I got an opportunity to increase my

knowledge on “A Study of Consumer Attitude and Awareness towards Green Marketing”

so that I can bridge up the gap between simply knowing textbook literature and practicality of

corporate world.

It’s a great privilege and dignity for me of having such a live project to conduct.

ACKNOWLEDGEMENT

No doubt, there is no substitute for handwork, but there is relationship between efforts, support

and hard work. A person who makes a proper coordination with these three words his way of

success becomes easier and achievable. Similarly, with the sincere guidance and support of some

well known personalities, I have completed my Winter Project. I would like to take this

opportunity to express my deep sense of regards to all these persons who have helped me in the

completion of this project report.

I express my gratitude to my training coordinators Miss Rakhi Goyal, for always taking out time

for me and helping me throughout the entire period.

Last but not the least, I would like to express my gratitude towards my parents and friends for

their help, courage and guidance in completion of project report.

(Sonia Gupta)

Table of Contents

Preface

Acknowledgement

Declaration

Introduction

Review of Existing literature

Research Methodology

* Objectives

* Scope of the study

Analysis and interpretation

Findings

Recommendation

Conclusion

Limitation of the study

Bibliography

Appendix

Introduction

of the topic

INTRODUCTION of Green Marketing

Introduction:

According to the American Marketing Association, green marketing is the marketing of products

that are presumed to be environmentally safe. It 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.

Thus “Green Marketing” refers to holistic marketing concept wherein the production, marketing

consumption an disposal of products and services happen in a manner that is less detrimental to

the environment with growing awareness about the implications of global warming, non

biodegradable solid waste, harmful impact of pollutants etc., both marketers and consumers are

becoming.

Meaning of Green Marketing

It is believed that green marketing refers solely to the promotion or advertising of products

which are with environmental friendly. Terms like Phosphate Free, Recyclable, Refillable,

Ozone Friendly, and Environmentally Friendly are some of the expressions consumers most

frequently associate with green marketing. In reality green marketing is a much wider concept,

one that can be applied to consumer goods, industrial goods and even service

We can say that green marketing accommodates a wide range of activities, including product

modification, improvements to the production process, packaging enhancements, as well as

modifying advertising to suit the concept. While green marketing came into prominence in the

late 1980s and early 1990s, it was first discussed much earlier.

The American Marketing Association (AMA) held the first workshop on “Ecological Marketing”

in 1975. The proceedings of this workshop resulted in one of the first books on green marketing

entitled “Ecological Marketing” [Henion and Kinnear 1976a]. Since then a number of other

books on the title have been published [Charter 1992, Coddington 1993, Ottman 1993].

The AMA workshop attempted to bring together academics, practitioners, and public policy

makers to examine marketing’s impact on the natural environment. At this workshop ecological

marketing was defined as: “the study of the positive and negative aspects of marketing activities

on pollution, energy depletion and non energy resource depletion.” [Henion and Kinnear 1976b,

1]

This definition has three key components,

1. Green marketing is a subset of the overall marketing activity;

2. Green marketing investigates both the positive and negative activities; and

3. Green marketing encompasses a narrow range of environmental issues.

Definition:

According to Pride and Ferrell Green marketing, also alternatively known as environmental marketing and sustainable marketing, refers to an organization's efforts at designing, promoting, pricing and distributing products that will not harm the environment

According to Polonskydefines green marketing 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.

According to Elkington defines green consumer as one who avoids products that are likely to endanger the health of the consumer or others; cause significant damage to the environment during manufacture, use or disposal; consume a disproportionate amount of energy; cause unnecessary waste; use materials derived from threatened species or environments; involve unnecessary use of, or cruelty to animals; adversely affect other countries.

Evolution of Green Marketing

The green marketing has evolved over a period of time. As per Peattie (2001), the evolution of

green marketing has three phases. First phase was called as “Ecological” green marketing, and

this is the phase where all marketing activities were concerned to help environment problems and

provide solution 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.

Importance of green marketing

Green marketing offers business bottom line incentives and top line growth

possibilities. While modification of business or production processes may involve

start-up costs, it will save money in the long term. For example the cost of

installing solar energy is an investment in future energy cost savings. Companies

that develop new and improved products and services with environmental impacts

in mind give themselves access to new markets, substantially increase profits and

enjoy competitive advantages over those marketing non- environmentally

responsible alternatives.

When looking through the literature there are several suggested reasons for firms

increased use of Green Marketing. Five possible reasons are as follows:

1.Organizations perceives environmental marketing to be an opportunity that can

be used to achieve its objectives.

2. Organizations believe they have a moral obligation to be more socially

responsible.

3. Governmental bodies are forcing firms to become more

responsible.

4. Competitors' environmental activities pressure firms to change their

environmental marketing activities.

5. Cost factors associated with waste disposal, or reductions in material usage forces

firms to modify their behavior.

Golden Rules for GREEN MARKETING:

1. KNOW YOU'RE CUSTOMER: Make sure that the consumer is aware of and

concerned about the issues that your product attempts to address, (Whirlpool learned

the hard way that consumers wouldn't pay a premium for a CFC-free refrigerator

because consumers didn‘t know what CFCs were.).

2. EDUCATING YOUR CUSTOMERS: isn't just a matter of letting people know

you're doing whatever you're doing to protect the environment, but also a matter

of letting them know why it matters. Otherwise, for a significant portion of your

target market, it's a case of "So what?" and your green marketing campaign goes

nowhere.

3. BEING GENUINE & TRANSPARENT: means that a) you are actually doing

what you claim to be doing in your green marketing campaign and b) the rest of your

business policies are consistent with whatever you are doing that's environmentally

friendly. Both these conditions have to be met for your business to establish the kind

of environmental credentials that will allow a green marketing campaign to succeed.

4. REASSURE THE BUYER: Consumers must be made to believe that the

product performs the job it's supposed to do-they won't forego product quality in the

name of the environment.

5. CONSIDER YOUR PRICING: If you're charging a premium for your product-

and many environmentally preferable products cost more due to economies of scale

and use of higher- quality ingredients-make sure those consumers can afford the

premium and feel it's worth it.

6. GIVING YOUR CUSTOMERS AN OPPORTUNITY TO PARTICIPATE:

means personalizing the benefits of your environmentally friendly actions, normally

through letting the customer take part in positive environmental action

List of big Companies going green

In recent years, many big-name companies have realized their way towards more sustainable and

eco-friendly business practices. Following are well-known companies that are leading the green

revolution. In some cases willingly, in other cases somewhat unwillingly, but in all cases green.

1. Bank of America

Bank of America is proving that eco-friendly operations can coexist with business

growth.According to their corporate website, the company reduced paper use by 32% from 2000-

2005, despite a 24% growth in their customer base! Bank of America also runs an internal

recycling program that recycles 30,000 tons of paper each year, good for saving roughly 200,000

trees for each year of the program’s operation. As if that weren’t enough, the company also

offers employees a $3,000 cash back reward for buying hybrid vehicles.

2. Ceres

While not technically a business itself, Ceres has advised some of the nation’s biggest

corporations and investors on the environmental impact of their operations. Having billed

themselves as “the largest coalition of investors, environmental and public interest organizations

in North America“, the organization is primarily focused on ensuring that companies accurately

disclose the environmental aspects of their business practices to investors and shareholders.

Major achievements thus far include persuading Dell Computer to support national product “take

back” legislation and convincing Bank of America to spend $20 billion on the growth of eco-

friendly business practices.

3. General Electric

General Electric’s presence on this list might surprise you, but the steps they have taken toward

green operations are undeniable. Since 2006, the company has sold over $12 billion of its

Ecomagination products (including solar panels). For those who are still upset at GE’s polluting

of the Hudson River with polychlorinated biphenyls, the company is also making headway on an

ambitious cleanup of that area. Barring further setbacks, the river should be cleaned up to a much

better state in just a couple of years!

4. Dupont

Dupont is another company that has drawn the ire of green advocates for many, many years.

However, it now seems that they are taking strides toward more sustainable operations. In

addition to drastically lowering its emissions of airborne carcinogens and greenhouse gases,

Dupont has appointed an ex-Greenpeace head as an adviser to the board. And true to its word,

the company successfully reduced greenhouse gas emissions during the 90’s by 63% – far ahead

of the timetable set forth in the controversial Kyoto Protocol.

5. Innovest

Innovest has boldly set out to “reengineer the DNA of Wall Street”, according to executive

managing director Matthew J. Kiernan. As William Grieder explains in his book “The Soul of

Capitalism”, Innovest grades publicly traded companies for such things as its track record in

hazardous waste disposals and past pollution. The overall goal is to give investors a quick gauge

on the true eco-friendliness of the companies they are investing in. Interestingly, early data seem

to indicate that companies with higher “EcoValue” rankings outperform lower ranked companies

as stocks, boasting returns 1.5 to 2.4 percent higher.

6. McDonalds

Time was not long ago when McDonalds wouldn’t have come within striking distance of making

this list. However, the increasing public shift toward greener living has sent a clear signal to the

powers that be at the popular fast-food chain. Instead of ravaging the natural habitats of animals,

McDonalds now works in close collaboration with PETA on systematically reforming its

business practices to be more humane and friendly to the environment in which they operate.

7. Home Depot

Home Depot is another ex-offender who has taken great pains to turn things around. Once the

Rainforest Action Network identified the company as the world’s largest retailer of old-growth

wood products, demonstrations and protests unfolded at Home Depot stores around the nation.

When the outcry reached the point of 45,000 customer calls and letters, the bigwigs at Home

Depot decided that enough was enough. Within months, the company rolled out a new “no old-

growth sales” policy to ensure consumers and activists that the days of harvesting trees from old-

growth rainforests were over.

8 . Anheuser-Busch

Most people don’t expect much in the way of environmental awareness from their beer company,

but that hasn’t stopped Anheuser-Busch from delivering. In his landmark text “Natural

Capitalism”, author Paul Hawken shines light on the fact that Busch now saves 21 million

pounds of metal per year by trimming an eigth of an inch off the diameter of its beer cans. The

best news for beer enthusiasts? “The trimming doesn’t reduce the volume of beer one bit”, says

Hawken.

9. Pratt & Whitney

Pratt & Whitney offers another inspiring story of how much raw materials can be saved – and

pollution avoided – with a little old-fashioned, hard-nosed ingenuity. As “Natural Capitalism”

explains, Pratt & Whitney used to scrap 90 percent of its ingots (that’s right, almost all) in the

process of manufacturing jet engine blades. This massive waste continued unabated until

someone at Pratt & Whitney had the bright idea to have the supplier simply cast the ingots into

ready-made blade-like shapes. This one seemingly small change proved to be transformative, and

has lowered the amount of wasted ingots and factory emissions a great deal.

10. Starbucks

Starbucks has green advocates smiling about its “bean-to-cup” approach, which stresses top

efficiency at each link of its global supply chain. By all measures the program appears to be a

great success, with the company’s decision to use coffee cup sleeves made of recycled paper

saving roughly 78,000 trees per year since 2006. Starbucks has also partnered up with many

environmental organizations, from Conservation International to the Earthwatch Institute, in

efforts to do right by the communities it operates in.

Green marketing mix

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

more easy 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 firm’s image. Furthermore, the fact that a company spends

expenditures on environmental protection should be advertised. Third, sponsoring the natural

environment is also very important. And last but not least, ecological products will probably

require special sales promotions.

Additional social marketing "P's" that are used in this process are:

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, secondary audiences, 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?

The level of greening—strategic, quasi-strategic, or tactical—dictates what activities should be

undertaken by a company. Strategic greening in one area may or may not be leveraged

effectively in others. A firm could make substantial changes in production processes but opt not

to leverage them by positioning itself as an environmental leader. So although strategic greening

is not necessarily strategically integrated into all marketing activities, it is nevertheless strategic

in the product area.

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.

Review of

literature

REVIEW OF EXISTING LITERATURE

Ginsberg, J.M. & Bloom, P.N. (2004) in his article, “Choosing the Right Green-Marketing

Strategy”, stated that Green marketing has not lived up to the hopes and dreams of many

managers and activists. Although public opinion polls consistently show that consumers prefers

to choose a green product over less eco-friendly to the environment when all other things are

equal, those “other things” are rarely equal in the minds of consumers. It conclude that it is to be

always keep in mind that consumers are not willing to compromise on traditional product

attributes, such as conveni ence, availability, price, quality and performance. Rather it is

important to understand, however, that there is no single green-marketing strategy that is right

for every firm. It is suggested that companies should follow one of four strategies, depending on

market and competitive conditions, from the relatively passive and silent “lean green” approach

to the more aggressive and visible “extreme green” approach - with “defensive green” and

“shaded green” in between. Business personnel’s who understand these strategies and the

beneath underlying reasoning behind them will be better prepared to help their firms benefit from

an eco- friendly approach to marketing.

The study by Ottaman, (1993) and Ken Peattie, (1993) examines and found that conventional

marketing is out and green marketing is in. In the developed countries, the emergence of

environmental consciousness that followed Earth Day in 1990 washed over the marketplace

rapidly. In poll after poll, consumers claim they are willing to change their buying habits – and

even pay more for products – to protect the environment (Pearce, 1990; Coddington, 1993;

Davis, 1993; McDougall, 1993; Ottoman, 1993).

Vasanthkumar N. Bhat (1993) suggests as inputs, manufacturing processes, distribution, use

and disposal methods are decided during the design stage, hence company going out with a green

marketing program must start with green design. Also concluded source reduction and waste

management strategies to cut down wastes, and also emphasize a method to compare green

design alternatives which can provide designers with guidance to select superior designs. As a

product must meet several criteria, suggests a concurrent rather than sequential product

development approach. Concludes with tips for top management to improve green design in their

organizations.

Elham Rahbar (et al , 2011) proposes to determine the effect of green marketing tools on

consumer’s actual purchase behaviour in case of Penang (Malaysia). A survey was carried out on

250 Chinese, Malasian, Indian and other races that represent the Penang population. Factor

analysis, Cronbach alpha and multiple regressions were used to identify factors impact on

Penang consumers actual purchase behaviour. The result revealed that customer’s trust in eco-

label and eco-brand and their perception of eco-brand show positive and significant impact on

their actual purchase behaviour.

Elkington (1994: 93) ,defines green consumer as one who avoids products that are likely to

endanger the health of the consumer or others; cause significant damage to the environment

during manufacture, use or disposal; consume a disproportionate amount of energy; cause

unnecessary waste; use materials derived from threatened species or environments; involve

unnecessary use of, or cruelty to animals; adversely affect other countries. According to the Joel

makeover (a writer, speaker and strategist on clean technology and green marketing), green

marketing faces a lot of challenges because of lack of standards and public consensus to what

constitutes “Green”.

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.

Green marketing is a vital constituent of the holistic marketing concept. It is particularly

applicable to businesses that are directly dependent on the physical

Environment; for example, industries like fishing, processed foods, and tourism and adventure

sports. Changes in the physical environment may pose a threat to such industries. Many global

players in diverse businesses are now successfully implementing green marketing practices.

John Grant (2008) aims to look at how companies obtain a greener strategy and what is the

future of green marketing.

Research

Methodology

RESEARCH METHODOLOGY:

What is research?

Research can be defined as a scientific and systematic search for pertaining information on a

specific topic. We define research as the systematic design, collection, analysis and reporting of

data and findings relevant to a specific situation facing the company. The main aim of research is

to find out the truth which has not been discovering yet.

TYPE OF RESEARCH: - Exploratory and Descriptive.

Exploratory research is a type of research conducted because a problem has not been clearly

defined. Exploratory research helps in determine the best research design, data collection method

and selection of subjects. Given its fundamental nature, exploratory research often concludes that

a perceived problem does not actually exist.

Its seeks to find out how people get along in the setting under question, what meaning they give

to their actions, and what issues concern them. The goal is to learn what is going on here?

On the other hand Descriptive research is aimed to find the complete description about an

existing problem or phenomenon.

RESEARCH DESIGN :-

A survey research method was the basic research design. I interact with personally to people

through questionnaire filling method. Questionnaire is having questions regarding the

respondent’s basic information such as name, age, etc. and get their response toward green

marketing.

Collection of data: collection of data is one of the most important parts of the research

methodology because the total research is based on it so a very careful effort is required for

collection of data of research study. There are two types of data:

A) Primary Data

B) Secondary Data

A) Primary data: it is collected for meeting the specific objectives of research study. For this

research “questionnaire method” was chosen. Data was also collected through employees

working in the organization and questions were asked from workers regarding their satisfaction

level regarding training &development. The type of questionnaire chosen was a mixed of

structured and unstructured questionnaire this was so because questions included in the

questionnaire was open ended and close ended type, since it was difficult to include all the

favorable alternatives in a question for a response.

To reduce the unnecessary length of the question only that alternative was taken was repetitive in

nature. Blank space was made in the same questionnaire at the necessary points to give opinions

& suggestions by the respondents.

B) Secondary data: any data which is available prior to the commencement of a research study

is known as secondary data. It refers to the information that has been collected by someone else,

often this include printed or published arts. It is collected trough:-

Internet

Company records

Brochure

Books

SAMPLE DESIGN:-

I completed my project through survey particular on Charkhi Dadri region. The sample size

consisting of 45 people of this region.

DATA PROCESSING:-

Daily data was entered into MS-Excel sheets. After the exhaustion of the specified geographical

area this data was analyzed using SPSS graphical and tabulation techniques.

Research Methodology

Data Source : Primary Data

(From questionnaire and personal interaction)

Secondary Data –Website, Magazine

Research approach : Survey method.

Research Instrument : Questionnaire.

Data Collection : Personal Interview

Sample unit : Customers of Charkhi dadri

Sampling method : Convenience sampling

Sample Size : 45 customers

SIGNIFICANCE OF THE STUDY

A project report is made due to some predicament or hidden aspects of any area. This is my

project related “A Study of Consumer Attitude and Awareness towards Green Marketing”

As society becomes more concerned with the natural environment, businesses have begun to

modify their process in an attempt to address society’s new issues. Some businesses have been

quick to accept the newer challenges or changes like environmental management, minimization

of the waste aligning with organizational activities. For a company to be successful in

implementing green marketing strategy, it should not forget attitude of consumers towards green

marketing. The outcome of this report may trigger the minds of marketer to give a thought for

adopting the suitable strategies which will give them a way to overcome major problems

associated with regular marketing techniques and make a shift to green marketing. Eventually the

marketers can save a lot on overhead costs and associated entities in the market

Data analysis and

interpretation

37 82.2 84.1 84.1

7 15.6 15.9 100.0

44 97.8 100.0

1 2.2

45 100.0

Yes

No

Total

Valid

SystemMissing

Total

Frequency Percent Valid PercentCumulative

Percent

Missing

No

Yes

DATA ANANLYSIS AND INTERPRETATION:-

Q.1 Are you aware about the concept of green marketing?

Frequency Table

23 51.1 52.3 52.3

21 46.7 47.7 100.0

44 97.8 100.0

1 2.2

45 100.0

yes

no

Total

Valid

SystemMissing

Total

Frequency Percent Valid PercentCumulative

Percent

Missing

no yes

Interpretation:

With the help of above pie chat and table it is clear that majority (84.1%) of people said yes

and very less proportion (15.9%) of people said no and one respondent give no answering

regarding whether he or she aware about the concept of green marketing or not.

Q. 2 Have you heard about the firm going green?

41 91.1 93.2 93.2

3 6.7 6.8 100.0

44 97.8 100.0

1 2.2

45 100.0

yes

no

Total

Valid

SystemMissing

Total

Frequency Percent Valid PercentCumulative

Percent

Missing

no

yes

Interpretation:

The above Table and chart shows that most of the people (52.3%) heard about the firm going

green whereas 47.7% people said “No” and one respondent not answering the question.

Q.3 Do you believe in advantage of green product in a firm?

26 57.8 59.1 59.1

18 40.0 40.9 100.0

44 97.8 100.0

1 2.2

45 100.0

yes

no

Total

Valid

SystemMissing

Total

Frequency Percent Valid PercentCumulative

Percent

MissingNo

Yes

Interpretation:

Majority of people(93.2%) said “yes” regarding the advantage of green product in a firm and

some of people also said “no” because they not believe in advantage of green product in as firm.

The above chart shows that 2.2% having no response.

Q. 4Do you think that green marketing having value or a eye wash?

2 4.4 4.4 4.4

1 2.2 2.2 6.7

4 8.9 8.9 15.6

25 55.6 55.6 71.1

13 28.9 28.9 100.0

45 100.0 100.0

YES

No

May be

Somewhat

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Somewhat

May be

no

yes

Interpretation:

With the help of pie chart and table it is clear that green marketing having value or a eyewash

and majority of respondent said “yes” with 59.1% but people also used to say “no”(40.9%) the

reason behind it the clarity of concept green marketing in the mind of people.

Q.5 Are you familiar with any green brand?

2 4.4 4.4 4.4

2 4.4 4.4 8.9

1 2.2 2.2 11.1

33 73.3 73.3 84.4

1 2.2 2.2 86.7

2 4.4 4.4 91.1

1 2.2 2.2 93.3

2 4.4 4.4 97.8

1 2.2 2.2 100.0

45 100.0 100.0

lg

n0

no

philip

sony

syska

toyota

wipro

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Interpretation:-

With the pie chart and table it is clear that there are few people who are familiar with green

brand. because of lack of awareness

Q. 6 If yes, then specify any name of green brand?

If yes, then specify

wipro

toyota

syska

sony

philip

no

n0

lg

45 100.0 100.0 100.0YesValidFrequency Percent Valid Percent

CumulativePercent

Yes

Interpretation:

It shows that most of people(73.3%) don’t know about the name of green brand because of lack

of awareness but few of respondent response like lg, Philip, syska, sony, Toyota, wipro

Q.7 Do you think adopting green marketing increases the image of firm?

19 42.2 42.2 42.2

26 57.8 57.8 100.0

45 100.0 100.0

yes

no

Total

ValidFrequency Percent Valid Percent

CumulativePercent

no

yes

Interpretation:

Here in this question all of the respondent agree that adopting green marketing increases the

image of firm. Chart and table shows that 100% people said “yes” in context of green marketing

Q.8 Do you think green marketing is more effective in improving the sale?

No

Yes

Interpretation:

From above pie chart and table it shows that majority (57.8%) of respondent said “no” and

42.2% said “yes” regarding the green marketing is more effective in improving in the sale.

Q.9 Do you think that green product is more costly than other?

Do you think that green product is more costly than other?

37 82.2 82.2 82.2

8 17.8 17.8 100.0

45 100.0 100.0

Yes

No

Total

ValidFrequency Percent Valid Percent

CumulativePercent

33 73.3 73.3 73.3

12 26.7 26.7 100.0

45 100.0 100.0

Yes

No

Total

ValidFrequency Percent Valid Percent

CumulativePercent

No

Yes

Interpretation:

Majority of people said “yes” that green product are more costly than other and very few people

said “no”. Here 82.2% people said “yes” and 17.8% said “no”.

Q.10Do you think that cost of producing green product shifting customer?

Interpretation:

It shows that 73.3% people said “yes” and 26.7% said “no” in context of cost of producing green

product shifting customer. Most of people agree that green products leads to make product

costlier and result in shifting of customer.

Q.11Which promotional tool is best for promoting green product?

Which promotional tool is best for promoting green product?

37 82.2 82.2 82.2

1 2.2 2.2 84.4

1 2.2 2.2 86.7

1 2.2 2.2 88.9

2 4.4 4.4 93.3

3 6.7 6.7 100.0

45 100.0 100.0

advt

magzines

network

newspape

social s

web site

Total

ValidFrequency Percent Valid Percent

CumulativePercent

web sitesocial s

newspaper

network

Magazines

Advertisement

Can you recall advertisement of green product?

4 8.9 8.9 8.9

41 91.1 91.1 100.0

45 100.0 100.0

yes

No

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Interpretation:

The above data shows that advertisement having great promotional tool for green product.82.2%

people said for advertisement as best promotional tool other than that 2.2% people said for

magazines, 2.2% said network (word of mouth), 2.2% said newspaper etc.

Q.12Can you recall advertisement of green product?

Can you recall advertisement of green product?

no

yes

Interpretation: Majority of people said they can not recall advertisement of green product here

8.9 % people said “yes” and 91.1% people said “no”

Q.13 Do the advt. of green marketing effect on your buying behavior?

Do the advt. of green marketing effect on your buying behavior?

43 95.6 95.6 95.6

2 4.4 4.4 100.0

45 100.0 100.0

Yes

No

Total

ValidFrequency Percent Valid Percent

CumulativePercent

No

Yes

INTERPRETATION:

Majority of people said “yes”(95.6%) and few people said “no” also(4.4%) regarding to the advt.

of green marketing effect on your buying behavior