Consumer Attitude Toward Green Marketing

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LITERATURE REVIEW
Some literatures were reviewed in the course of this study. These include the previous researches which are as: 1. Sourabh Bhattacharya (2011) conducted research on “Consumer Attitude Towards Green Marketing In India”. According to him, Marketing is the process which begins with identifying the needs of the consumer and further includes product development, delivering products to the consumer and providing after sales service. The conventional marketing process is not specifically concerned or bothered about environmental safety. The contemporary green marketing concept, on the other hand, analyzes, ecological compatibility of the product. It emphasizes on the formulation of marketing strategies in conformation with environmental safety or protection. Conventional marketing paid little attention to the pollution caused to the environment from the actual usage of the products, the raw materials used in manufacturing or from the packaging materials used. Conventional marketing concentrated on profit taking, while green marketing maintains the philosophy that doing business for a longer period is not possible without protecting the environmental. He concluded that the green marketers in India should carry out heavy promotional campaigns, because a majority of the Indian consumers are not sure about the quality of the green products. They are indecisive whether to pay premium for purchasing green products. They are highly suspicious regarding the real greenness of the eco-friendly products and tend to search for more information before buying. All these have a negative impact on the success of green marketing in India. Therefore, the green marketers must do heavy promotion, so that the target customers are convinced about the qualitative aspects of the green products. This is very important as the Indian consumers are in general price-sensitive and green products are costlier. If they are not convinced with the quality of the green products, they remain suspicious and will not be willing to pay premium.
2. Meenakshi Verma & Anuj Verma (2011) conducted research on “Green Marketing-Strategy & Scope Of Growth In Indian Market”, According to him, Green marketing is the marketing of products that are presumed to be environ mentally 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. Green products balance environmental compatibility with performance, affordability, and convenience. They are typically durable, non-toxic, recyclable, and are often made from recycled materials. Green products have minimal packaging, and should carry low environmental impact. Green marketing not only focuses on advertisements and promotion of products with environmental characteristics, but it pervades all the activities of designing, production, packaging and promoting greener products. Green marketing thrives of the underlying philosophy ‘Reduce, Reuse, and Recycle. It was concluded that as the demand for green products undoubtedly exist in growing economies, Green marketing provides an opportunity to the companies to increase their market-share by introducing eco-friendly products. Stricter environmental regulations across the world, growing consumer preference for eco-friendly companies, and the inherent cost advantages in lowering toxic waste are encouraging industries big and small to clean up. The research has revealed that awareness level among the consumers is pretty high and they are willing to adopt green products. However, the manufacturers need to improve the quality of the...
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