Green Marketing

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International Journal of Management and Strategy (IJMS) 2011, Vol. No.II, Issue 3, July-Dec 2011

http://www.facultyjournal.com/ ISSN: 2231-0703

GREEN MARKETING: A STUDY ON INDIAN YOUTH
Aditya Maheshwari, Student – PGDM, Institute of Management Technology, (IMT),Ghaziabad, INDIA Dr. Gunjan Malhotra, Asssistant Professor, Institute of Management Technology, (IMT), Ghaziabad,INDIA

ABSTRACT

People around the world are becoming more aware of the environmental stresses humans are placing on the planet. Many consumers now display concern about environmental deterioration. This is the major impetus for green products and green marketing. However, green is a relative term and depends on the individual. In this paper we have focussed on the youth and have tried to understand awareness level of green products, their perception about green products, the parameters they consider for buying green products and does Green Marketing really affect their decision to buy products. An online questionnaire was used to collect responses from people across India. We have used appropriate statistical tools to analyse our responses like ANOVA. From the study we were able to see that the majority believes the companies leverage on green marketing but awareness about green products is less. Factors like price, availability, and brand name are considered by a consumer before buying green products. The consumers feel that they are overpaying for products. At the end of the study we conclude that consumers are not overly committed to their environment and look to lay too much responsibility on industry and government. Green marketing should be combined with educating people about the benefits; the consumer must not feel being cheated purchasing green products. Key Words: green products, green marketing, factors, statistical tool, responsibility, awareness

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INTRODUCTION

Environmental issues have gained importance in business as well as in public life throughout the world. Marketing strategy in Europe and other parts of the developed world has been shifted from the traditional to the sustainable green marketing strategy after world summit on sustainable development in Johannesburg in 2002.

International Journal of Management and Strategy

ISSN: 2231-0703

International Journal of Management and Strategy (IJMS) 2011, Vol. No.II, Issue 3, July-Dec 2011

http://www.facultyjournal.com/ ISSN: 2231-0703

The term green marketing refers to the strategies to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them(A. Prakash, 2002). Clearly, green marketing is part and parcel of the overall corporate strategy (Menon and Menon, 1997). Along with manipulating the traditional marketing mix (product, price, place and promotion), it requires an understanding of public policy processes. Green marketing also ties closely with issues of industrial ecology and environmental sustainability such as extended producers‘ liability, life-cycle analysis, material use and resource flows, and eco-efficiency (A. Prakash, 2002). Thus, the subject of green marketing is vast, having important implications for business strategy and public policy. According to Jacquelyn Ottman, (author of Green Marketing: Opportunity for Innovation) from an organizational standpoint, environmental considerations should be integrated into all aspects of marketing; new product development and communications and all points in between. The holistic nature of green also suggests that besides suppliers and retailers new stakeholders be enlisted, including educators, members of the community, regulators, and NGOs. Environmental issues should be balanced with primary customer needs. The concept of ‗green marketing‘ is the business practice that considers consumers concerns with regards to preservation and conservation of the natural environment (Coddington, 1993)....
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