Green Marketing

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Consumer Awareness towards Green Marketing
1. EXECUTIVE SUMMARY

Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them. Other similar terms used are Environmental Marketing and Ecological Marketing. American Marketing Association Define: - 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

To succeed, any green strategy must fulfill three criteria: ✔ Firstly, it must be a sustainable and credible programmed, which brings real benefits to the environment. ✔ Secondly, it must deliver sound economic ROI and competitive advantage to the business. ✔ Thirdly, it must be supported by relevant green messages, which resonate with customers and prospects. Basically the main aim of the project is to analyze the developments which are taking place throughout the world to promote green products and green marketing.

➢ Title of the project:

The title of the project is “Consumer awareness towards Green Marketing.”

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Consumer Awareness towards Green Marketing

➢ Objectives of Research:

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To understand the level of awareness regarding green marketing among consumers. To understand the buying behavior of consumers related to green marketing. To understand how green marketing helps Company to built its image. To understand initiative taken by government towards green marketing. To understand the success of green marketing as a corporate social responsibility.

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➢ Limitations of the study: • Demographic Constraints - will be a main issue of concern. This is

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due to the reason that the data collection will be restricted to the Borivali and Kandivali region. Unawareness - people are unaware of the i.e. Green marketing. Time Constraint - the time duration for doing the complete research on green marketing is very limited. Green Marketing a broad topic which requires an in-depth research and analysis. Due to the time period given for research is very limited.

2. RESEARCH METHODOLOGY

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Consumer Awareness towards Green Marketing

Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. When we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we are using a particular method or technique and why we are not using others. The major steps involved in research process are:  Formulating the Research Problem  Choice of Research Design  Sources of Data  Processing and analyzing the data

 Formulating the Research Problem:

The problem well defined is half solved. The formulation of a general topic into a specific research problem constitutes the first step of specific enquiry.  Unit of analysis: Consumers between age group of 25 to 30 yrs.  Characteristics of Interest: Awareness of Green Marketing.

 Choice of Research Design: Every project requires an action plan and method for conducting a study. This project is more prone to single cross-sectional descriptive research design.

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Consumer Awareness towards Green Marketing

 Sources of Data:

The data presented are both primary data and secondary data.  Primary Data: The primary data are those which are collected afresh and for the first time, and thus happen to be original in character. We collect primary data during the course of doing experiments in an experimental research but in case we do research of the descriptive type and performs surveys. Here the Primary data will be collected by...
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