An Empirical Study on Green Products and Green Marketing
Keywords:
Green Marketing, Consumer awareness, Environment, Perception.Abstract
Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs, such that satisfaction of these needs and wants occur, with minimal detrimental impact on the natural environment. Primary data was collected by means of preparing a questionnaire and getting it filled by a large sample space. These questionnaires helped in drawing conclusions about the case. Secondary data was gathered from the books, internet sites, articles and journals on green marketing. With the help of the primary and secondary data so collected, along with the various statistical tools, an analysis will be performed. These tools provided a water tight conclusion for the case so framed. A questionnaire was administered to 250 from 20 to 60 years. The report examines the potential of the green marketing by investigating customer behavior. This study focuses on the green products as they are the upcoming in India and more likely to establish a standard business model. It shows that customers are willing to express their concern for social and environmental issues through their shopping habits. It is observed that all the independent variables viz, consumer awareness, perception and environmental concerns has no impact on green marketing products. To finish, consumers need to be aware that they are fully part of the market, therefore confronted with the same threats and opportunities in the market like manufacturers and retailers.
References
Agarwal, Srishti, and Neeti Kasliwal. "Going green: A study on consumer perception and willingness to pay towards green attributes of hotels." International Journal of Emerging Research in Management &Technology 6, no. 1 (2017): 16-28.
Ahmed, M. I., Kamalanabhan, T. J., & Chih, P. G. (2001). Green marketing and its implications on consumers and business in Malaysia-An empirical study. Journal of Human Ecology, 12(4), 245-249.
Bañares, A. B., Silva, M. F. S., & Rodríguez, S. R. (2021). Green but ignored? The irrelevance of television advertisements on energy sustainability in Spain and its impact on consumer perceptions. Energy Research & Social Science, 73, 101835.
Bañares, A. B., Silva, M. F. S., & Rodríguez, S. R. (2021). Green but ignored? The irrelevance of television advertisements on energy sustainability in Spain and its impact on consumer perceptions. Energy Research & Social Science, 73, 101835.
Bhatia, M., & Jain, A. (2013). Green marketing: A study of consumer perception and preferences in India. Electronic Green Journal, 1(36).
Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic & Political Studies, 5(1).
Chan, E. S. (2013). Managing green marketing: Hong Kong hotel managers’ perspective. International Journal of Hospitality Management, 34, 442-461.
Childs, Rosemary. Journal of the Market Research Society. NTC Publications Ltd. ISSN: 0025- 3618 . 1996
Choshaly, S. H. (2017). Consumer perception of green issues and intention to purchase green products. International Journal of Management, Accounting and Economics, 4(1), 66-79.
Fisk, G. (1998). Green Marketing: Multiplier for Appropriate Technology Transfer? Journal of Marketing Management, 14(6), July, pp. 657-677.
Fouziya, R., & Gracious, J. (2018). Awareness of green marketing and its influence on consumer perception: An exploratory study. Sumedha Journal of Management, 7(2), 62-68.
FuiYeng, W., & Yazdanifard, R. (2015). Green marketing: A study of consumers’ buying behavior in relation to green products. Global Journal of Management and Business Research: E Marketing, 15(5), 16-23.
FuiYeng, W., & Yazdanifard, R. (2015). Green marketing: A study of consumers’ buying behavior in relation to green products. Global Journal of Management and Business Research: E Marketing, 15(5), 16-23.
Gano-an, J. C. (2018). Consumers’ preferences on the use of eco-friendly bags: A green marketing perspective. Journal of Economics, Business & Accountancy Ventura, 20(3), 357-362.
Jayaraman, V., Singh, R., & Anandnarayan, A. (2012). Impact of sustainable manufacturing practices on consumer perception and revenue growth: an emerging economy perspective. International Journal of Production Research, 50(5), 1395-1410.
Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green marketing'functions in building corporate image in the retail setting. Journal of Business Research, 66(10), 1709-1715.
Mathai, D. C., & Jegan, P. (2020). CONSUMER PERCEPTION TOWARDS GREEN
MARKETING. International Journal of Management (IJM), 11(12).
McDonald, S., & Oates, C. J. (2006). Sustainability: Consumer perceptions and marketing strategies. Business strategy and the environment, 15(3), 157-170.
Merilänen, S., Moisander, J. & Personen, S. (2000). The Masculine Mindset of Environmental Management and Green Marketing. Business Strategy and the Environment, 9(3), pp. 151-162.
Musgrove, C. C. F., Choi, P., & Chris Cox, K. (2018). Consumer perceptions of green marketing claims: An examination of the relationships with type of claim and corporate credibility. Services Marketing Quarterly, 39(4), 277-292.
Nagaraju, B., & Thejaswini, H. D. (2014). Consumers'perception analysis-market awareness towards ecofriendly fmcg products-a case study of mysore district. IOSR Journal of Business and Management, 16(4), 64-71.
Nurulhaq, H. (2019). The effect of green marketing of plastic bag ban policy in modern retail stores on consumer green behavior in Bogor city. In E3S Web of Conferences (Vol. 125,
p. 08003). EDP Sciences.
Peattie, K. (2016). Green marketing. In The marketing book (pp. 595-619). Routledge.
Rahman, A. S., Barua, A., Hoque, R., & Zahir, M. R. (2017). Influence of green marketing on consumer behavior: a realistic study on Bangladesh. Global Journal of Management And Business Research.
Rahman, S. U., & Nguyen‐Viet, B. (2022). Towards sustainable development: Coupling green marketing strategies and consumer perceptions in addressing greenwashing. Business Strategy and the Environment.
Sujith, T. S. (2017). Awarness of Green Marketing and Its Influence on Buying Behaviour of Consumers in Kerala. International Journal of Scientific Research and Management, 5(7), 6156-6164.
Tseng, M. L., Lin, C. W. R., Sujanto, R. Y., Lim, M. K., & Bui, T. D. (2021). Assessing sustainable consumption in packaged food in Indonesia: Corporate communication drives consumer perception and behavior. Sustainability, 13(14), 8021.
Twyman, W.A. Journal of the Market Research Society .NTC Publications Ltd. ISSN: 0025- 3618. 1996
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
