ABSTRACT

Consumer’s perception towards environment is changing drastically today which

motivates the producers to discover new eco-friendly methods of doing business which
will result in a better tomorrow for the generations yet to be born.

This study aims at analyzing the effects of green marketing practices followed by various
organizations on the green values of the consumers and how it molds the consumer
behavior. This study also tries to discover the results of environmental awareness in the
consumer’s mind that if they recognize their responsibility towards the sustainable
environment or not. It further focuses on the consumers’ point of view and the impact of
green marketing communications and promotions to see how and what inclines the
customer towards choosing green goods and services over the conventional ones.

This study was conducted on a sample size of 154 Respondents in National Capital
Region of India. The responses were collected using digital platform of Google forms.
The responses were transmitted in Graphical representations to support data analysis.

This study includes green marketing survey using a questionnaire devised on the basis of
previous researches conducted in the same field. This study indicates that consumers are
not exposed enough to green marketing practices and suggests various ways to improve
the sales of their eco-friendly goods and services. The paper also suggests that the market
of National Capital Region of India can be penetrated more with certain strategies in pro-
environmental consumer groups and the unaware consumer groups as well.

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 CHAPTER – 1
INTRODUCTION

AWARENESS OF GREEN MARKETING AND IT’S EFFECT ON BUYING

BEHAVIOR IN NATIONAL CAPITAL REGION
The objective of this introduction is to present a general background about green
marketing and the reasons which encouraged us to study this topic and our research
questions are also outlined.

MARKETING – It is the process of manufacturing and delivering the products and

services to the consumer and building and maintaining the relationship between the
consumer and the organization.

GREEN – It is a word which is used alternatively for the eco-friendly e.g. Green
Marketing refers to marketing of eco-friendly products, green gas which is renewable and
eco-friendly, etc. Green is associated with good and environment friendly products and
services.
When we join both these words together, we get Green Marketing or marketing
products and services based on eco-friendly features and aspects.

A. Green Marketing
According to American Marketing Association, GREEN MARKETING is the marketing
of products that are presumed to be environmentally safe. Thus, green marketing
incorporates a broad range of activities i.e. 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 the term.

The American Marketing Association (AMA) divides the definition of green marketing
in three aspects as- Retailing Definition- “The marketing of products that are presumed
to be environmentally safe”

Social Marketing definition- “The development and marketing of products designed to

minimize negative effects on the physical environment or to improve its quality”

Environmental definition- “the efforts by organizations to produce, promote, package,

and reclaim products in a manner that is sensitive or responsive to ecological concerns”

According to The Organization for Economic Co-operation and Development (OECD),

in the year 2050, the global demand of energy will be 80% higher which will actually
lead to rise of greenhouse gas emissions by 50%. Because of these types of adverse
effects many organizations have decided to change the way they function.
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B. Green Marketing Activities
Green Marketing is not just about the product or service but about the entire
organization. A large collection of Green Certifications on the packaging and the
advertisements are always preferred by the company and the consumers both. Green
marketing is often associated with only the promotional and advertising of products
which are eco-friendly, green, recyclable, refillable, ozone friendly, environment
friendly, etc. it is also said that green marketing is a wider term, and it is applicable on all
types of goods or services. Green Marketing includes a variety of activities which
includes product modification, packaging changes, or changing the advertising strategy
from the very start like procurement of raw materials to the distribution, post sales
service and disposal as well. Some of the activities included-

 Green Production process

 Least or neutral carbon footprints
 Water conservation to be followed
 Use of recycled raw material
 Renewable and recyclable raw material
 Recyclable products
 Zero waste production- optimum yield out of the raw material
 Bio Degradable Packaging
 Supporting the community by locally producing
 Labour laws followed in production

C. Emergence
In the year 1970, April 22nd was declared as the Earth day to draw more attention towards
the environmental changes and their causes. The same year ENVIRONMENTAL
PROTECTION AGENCY and CLEAN AIR ACT was formed. In the year 1972, CLEAN
WATER ACT followed by the formation of ENDANGERED SPECIES ACT the very
next year in 1973. Green Marketing came into limelight in late 1980s and early 1990s.
The American Marketing Association held its first workshop on ECOLOGICAL
MARKETING in 1975, the outcome of this workshop was the first book on green
marketing which was entitles “ECOLOGICAL MARKETING”.

In 1990s, the consumers were much more aware about the environmental adverse
changes happening like the hole in Ozone Layer, and the adverse effects of deforestation.

Green Marketing consists of all activities focused towards the utility of human needs
and wants with minimum adverse impact on the environment.

Later the organizations were bound to act upon the changing awareness of the
market. Businesses became more sensitive and started changing their processes and
practices. The companies wanted to become more sustainable and they started realizing
their responsibility towards the impact they made on the environment and the society
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which is called Corporate Social Responsibility.

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D. Green Products/Services and it’s features
Green products and services are produced through following green manufacturing
processes and policies and they are supposed to cause no or least harm to the
environment are called Green Products or Services. Advertising and promoting the
green products and services are important for the conservation of nature. Some of
the features are-
 Products or Services made by renewable resources
 Recyclable, Reusable and Reducible
 Biodegradable
 Products with natural ingredients
 Usage of Non Harmful chemicals
 Non Polluting products, production process and raw materials
 Eco Friendly Delivery

E. Today’s Scenario
It is necessary in today’s world to understand phenomenon like Green Marketing.
The society needs to understand the concept to contribute to it constructively. In
today’s business world, organizations constantly research about the trending
marketing strategies in order to understand the consumer buying behavior. If the
company is able to correctly identify what the consumer wants, then they can easily
align their products and services with the consumer’s interests. A few years ago, the
consumers were unaware about the adverse effects on the environment involved in
the industrial production activities, but now the market is much more informed and
aware because of the availability of internet in everyone’s hands. In today’s world
the market is much more informed about the negative impacts they might be making
on the environment by using certain goods or services. The major concern behind
this knowledge in the general public is the climate change happening, global
warming and increased pollution.

Companies consider Green Marketing as an opportunity to work through its business

objectives both financial and social. Organizations have realized that the consumers
neither want to harm the environment nor do they want to harm the humans as well.
Companies following Green Marketing practices are preferred over the companies
which are conventional by nature. To gain a competitive edge in the market, the
companies are adopting green practices, and also fulfilling their financial objectives.

Firms believe that they have moral implications to act responsibly. Thus the
companies are following and implementing Corporate Social Responsibility for
building their positive image.

The competing firm’s responsible behavior can encourage other firms to become
eco-friendly. With the purpose of being at par with the competitor’s claims of being
Green, the firms shifts their attention to adopting socially responsible practices,

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 which has resulted in Green Marketing multiplying and spreading everywhere.

Costs involved in production process, reducing the raw material requirement and waste
disposal makes it necessary for the companies to focus on going green for the purpose of
cost cutting as well.

Today, the companies are responding to their responsibility really well and they started
following green policies for profit maximization, the businesses are much more aware
that it is important to the consumers as well to use environment friendly products.

F. Green Marketing Goals

 Reduce and Eliminate Waste
 Redefine the Production Concept
 Costs should be aligned with environmental costs

 Make going eco-friendly financially profitable for the companies

 Product adaptation and alteration towards going green
 Changing the production process
 Making the packaging bio degradable
 Changing promotional policy

G. Advantages of Green Marketing

The users and consumers are becoming more aware about the nature and environment
and are also realizing their responsibility towards the environment. Hence the
consumers are demanding more and more for the least harmful goods and services for
the environment. Companies in many industries decided to gain an early mover
advantage because they realise that today or tomorrow they’ll have to move towards
becoming green. Few advantages of becoming eco-friendly are-
 Growth in the long run ensuring profitability
 The bootstrapping investment is more but helps in saving money over the time
 It helps in promoting the company’s products and services as eco-friendly
 It also ensures market penetration and gaining a competitive edge
 The staff also feels proud working for an environmentally responsible organization

Companies develop improved processes to produce goods and services keeping nature
in consideration.

H. Need of the study

Companies and organizations create a lot of negative impact in the various activities they
perform in order to create the various goods and services they want to cater to their
consumers. An eco-friendly product is supposed deplete the effects of its production and
usage on the surroundings and the environment. A survey by Gallup organization in
2009, stated that 20% of the sample population thinks that buying Eco Friendly products
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 can reduce the environmental problems at large (Euro barometer, 2009).

The depletion of the environmental and natural factors encouraged the awareness among
the consumers which in turn motivated the organizations as well to perform research and
development and application of the eco-friendly policies in order to preserve the planet
for the generations yet to be born.

The first objective which is chosen for this research is to understand the awareness of
Green Marketing concept in the sample population obtained from the National Capital
Region of India. the society today is much more aware about the environmental well-
being than ever before because of the free hand availability of the internet, so it was
necessary to understand in the population that whether they are even aware of the
company’s efforts towards green marketing and if they recognize these efforts or not.

Moving forward the research will try to find whether there is any effect of green
marketing on the buying behavior of the consumers consciously or subconsciously. It is
stated in a survey by The Gallup organization that more than 20% of the sample
population believed that buying eco-friendly products can reduce the harmful impact on
the environment at large.

The consumers if they are aware or told about the green marketing practices, will they
choose such products over the other conventional products or services or not. The study
is aiming to look whether the consumers are preferring products made from green
marketing practices over the conventional products or not. If the consumers prefer
green products, then the factors which motivate them to do so.

The study also focuses on finding out some suggestions for the organizations to better
identify the green marketing opportunities and to maximize profit out of them.

I. Objectives
a. To understand the awareness of Green Marketing in the sample population.
b. To understand the effect of Green Marketing in buying behavior of the sample
population .
c. To understand the preference between green products and any products in the
sample.
d. To evolve suggestions for better use of Green Marketing phenomenon in the favor
of business.

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 CHAPTER – 2
REVIEW OF LITERATURE
This chapter aims at exploring detailed information on major domains of the dissertation
topic by reviewing past research, books and related articles. Modern studies and past
theories concerning these domains are presented.

Since the major domains of the dissertation topic is Green Marketing. The review of
literature will revolve around these.

AWARENESS OF GREEN MARKETING

Ingavale & Gaikwad (2011). A Study of Awareness for Green Marketing. States that in
today’s world, environmental issues play a very major role in the business functions. The
government of the various countries are worried and concerned about the depleting
environment and nature. Organizations necessarily adopt eco-friendly practices to
become environmentally sustainable. Green Marketing can be considered as a method of
selling products/services by promoting their green practices. The products or services
which are claimed to be green should either itself be environmentally sustainable or
should be produced and delivered by following eco-friendly practices. In today’s market
Green is the new trend which is being followed by the consumers. Environmental
Awareness is rising in the population which is making Green Marketing practices good
for the company’s image as well.

Maheshwari (2014). Awareness of Green Marketing and its influence on Buying Behaviour
of Consumers: Special Reference to Madhya Pradesh. States that consumer behaviour is
more inclined towards eco-friendly to motivate research and development for
neutralizing the adverse effects on environment. The advantage of such practices will be
visible and evident in the future. The paper specifically studied consumer buying
behaviour towards buying and using eco-friendly goods and services.it also found the
success of the Green practices followed by the organisations in making the customers
aware about the environment. It also researched consumer behaviour towards green
marketing promotions and communications to find out what motivates the consumer to
buy eco-friendly goods and services. The researcher performed a consumer behaviour
survey using a questionnaire. The paper found out that the market is not much aware of
green marketing communications of eco-friendly products or services. The paper also
suggested more intense utilisation of Green marketing practices to promote sales of
environmentally sustainable goods and services. The paper also found that the Indian
Consumer market has more potential to be exploited, there are people who are in favour
of eco-friendly goods and services and they can be motivated to buy sustainable goods
and services by using proper marketing communications.

Kumari & Yadav (2012). Awareness of people towards Green Marketing and its Impact on
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 Environment Management. States that Green Marketing is a recent phenomenon and is a
way of protecting environment. Green Marketing is a new phenomenon in the consumer
market. Green Marketing has enabled organisations to research and develop new
marketing and packaging which are already produced following eco-friendly practices.
The concept of Green Marketing has dug out new marketing policies focusing on the eco-
friendly characteristics of their products and services. These changing marketing trends
are the outcome of the changing consumer behaviour towards environment conservation.
The companies are purposely targeting a segment of consumers who are sensitive
towards green initiatives. These sensitive customers always keep in environment in their
minds while making purchases of goods and services of their interests. The initial
objective of this research is to find out the awareness of Green marketing among
consumers and if they are a believer of this phenomenon. Secondly the paper also tried
finding out if this concept of green marketing works in the favour of the environment or
not. The paper also predicts future green marketing practices and suggests that this
phenomenon is going to trend more in both consumer demand and in applications as
well. The study found that people are aware of the concept of green marketing, and they
realise that it helps in conservation of the environment.

People who are aware about the concept are ready to pay extra for green products as well.
People are aware about the depleting environment but still they give preference to brands
and prices. Presently it is a relatively newer phenomenon but has a huge prospect of
growth in future. The literates are self-motivated but general public is not much bothered
about the nature and they are unsatisfied with the various government efforts towards
environment conservation as well.

Banu & Meena (2019). A study on awareness of green marketing in East Singhbhum
District. This paper suggests that green products are environmentally safe. It consists of
number of actions, like product alteration, production process modification, eco- friendly
packaging, and marketing policies focusing upon green characteristics of the products
and services. At the same time it is said that green marketing is a complex activity, where
the actions might oppose one another. This phenomenon doesn’t just shift their focus,
maximize or adjust the prevalent marketing practices only, but to actually apply this
phenomenon in the entire organization and give out an entirely different point of view. It
is a concept which can fulfil the gap between current marketing practices and
environmentally sustainable marketing policies. The paper concludes that now is the best
time to practice green marketing. This change will come along prominent actions in the
world of business if the governments of different countries adopt strict approach towards
environment in order to conserve nature. Green marketing should be implemented much
more rigorously because it has a social and moral angle attached to it. With the climate
changes taking place, this should be made a mandate rather than just being a feature of an
organization’s products and services.it is very important for the generations yet to be
born. Green marketing communications are not just constructively contributing to this
cause but are also making the general consumers aware about it.

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EFFECTS OF GREEN MARKETING ON COSNUMER BUYING BEHAVIOUR
AND THEIR PREFERENCE BETWEEN ECO FRIENDLY AND
CONVENTIONAL

Kumari & Yadav (2012). Awareness of people towards Green Marketing and its Impact
on Environment Management. In their study found that market is aware and consumers
want to support environment conservation. The literates are ready to pay a little extra
because it is also a status symbol for the consumers today. Elite and aware class of
consumers are self-driven but the general class in not much bothered about the
environment. There is a pressure from the policy makers of the countries but the citizens
are unsatisfied from the steps being taken. A large chunk of general consumers are still
inclined towards better brands and better prices for their personal benefits.

Sujith (2017). Awareness of Green Marketing and its influence on buying behaviour of
consumers in Kerala. The study says that Green is a global phenomenon now, the market
is more aware and they understand their moral and social responsibility now. Consumers’
attitude towards climate change has been a key driving factor for the businesses to mend
their ways for the better. Compared to the developed countries, Indian markets are still
unaware of climate changes happening. Looking at the inclination of the consumers
towards the eco-friendly goods and services, the organisations are motivated towards
taking green initiatives to attract consumers. The organisations have realised their
implications towards contributing to this cause. The numbers of companies going green
are increasing at a high pace because it helps in reducing pollution and also helps in
profit maximisation for the companies by attracting the segment which is more interested
in green products and services. Green marketing is an innovative phenomenon which
helps in making a difference and contributes to the profits. The paper concluded that the
consumers are aware and are inclined towards eco-friendly products and services. At the
same time it also suggests to increase the awareness among the middle and lower classes
of the public. It found out that green products are available but the consumer awareness is
limited to consumables. The paper found out that price is still a factor which overlooks
the green attributes of the goods and services and the consumer might prefer a
conventional good or service if they are cheaper to their pockets, so the organisations
should try to decrease the prices of green goods. At the same time the some consumers
don’t see the advantage of such practices. More than half of the respondents said that
they were unaware of the features of the green marketing. It suggests that government,
NGOs, Educational institutions and companies should constantly strive to educate and
motivate the consumers towards green goods and services. Still the deciding factors
found are prices, availability and knowledge about the green products.

Rehman, Barua, Hoque & Zahir (2017). Influence of Green Marketing on Consumer
Behaviour: A realistic study on Bangladesh. The study researched about the consumer’s
point of view towards the eco-friendly practices carried out by the organizations and its
effects on the consumer buying attitudes. This study also focuses on the eco-friendly
initiatives being undertaken by the organizations as compared to the other conventional
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organizations. This paper also finds out the driving factors of the motivation of
consumers to buy green products and services. The researcher using a questionnaire
survey found out that there is a lot more potential in the Bangladesh Market by targeting
the consumer segment which is inclined towards environment conservation. The study
reveals that green marketing communications right now are not enough to educate the
masses. This study suggests companies to intensively use of green marketing
communications, and also motivate brands to advertise more about the features of green
products and services to attract more prospective consumers. The paper suggests that the
prices of green products should be lower to attract new consumers because the sample
mostly responded that the prices of green products are much higher. The paper also
suggests the organizations to be honest, spread awareness and should give others also the
opportunity to contribute in the green cause. The companies are suggested to advertise
the green features on the packaging and steps should be taken on a global scale to bring a
real change.

Delafrooz, Taleghani & Nouri (2013). Effect of Green Marketing on Consumer Purchase
Behaviour. This study states that the focus has shifted on nature today. The non-
renewable resources are exhausted and are continuously being exploited which will affect
the human generations yet to be born so the policy makers should seriously rethink about
the policies. The research was conducted using a survey sheet in the available cluster in
the Tehran city which was geographically divided in 4 areas. The survey was conducted
on a sample size of 384. The research concluded that advertisements focusing on green
characteristics play a more significant role than eco branding in influencing the buying
behaviour of the prospective consumers.

SUGGESTIONS FOR BETTER USE OF GREEN MARKETING

Ishtkan (2019). Green Marketing: Challenges and Suggestions. This study states that
marketing involves the selling and buying activity of goods and services in demand and
when this selling and buying activity is done in a way to least or not impact the
environment adversely then it is called Green Marketing. Synonymously it can be said
that it is marketing of eco-friendly goods and services. This concept is found to have a
high acceptability among the consumers and globally there are some standards being
fixed to be followed to keep a control that the products or services are in line or not.
Consumers are interested in this for nature’s conservation although it is a relatively
recent concept. The change in the consumers’ attitude towards nature friendly practices is
because of the evident climatic changes. The environmental depletion is getting
increasingly evident with every passing day so it is the need of the hour to conserve the
nature for the future generations yet to be born. Our country is although a developing
nation but is still inclined towards this cause and taking strong steps to reduce the
pollution and the industrial impact on the environment. The objective of the paper was to
find out the challenges in green marketing because of the lack of knowledge among the
general public about this phenomenon in India. The rural population is mostly unaware
and it is the responsibility of the government and its bodies to educate the general public
about the climatic changes and should also motive them to buy green products and
services. The prices might be high now, but will decrease eventually over the time. The
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paper suggests that use of the dangerous material should be avoided, use of natural
renewable resources should be encouraged, the green features should be well advertised,
biodegradable packaging should be used, and recycling plants should be established. The
paper also suggests better understanding the prospective consumers, spreading more
knowledge about the phenomenon and its effects, changing and implementing better
marketing policies keeping environment in mind, international standards should be
followed for better performance, the 3 R’s should be promoted (Reduce, Reuse and
Recycle). Bhatia & Jain (2013). Green Marketing: A study of Consumer Perceptions and
Preferences in India. states that the consumers keep the depleting environmental
conditions in mind and they expect the companies to realize the moral and social
responsibility and act responsibly as well. Earlier, Green Marketing communication used
to revolve around themes and messages. Advertisements consisting of Green products
and practices are supposed to have a greater impact on the consumer buying behavior. It
is necessary for the company to improve the retain ability of their products and services
in order to get picked up on priority and to gain maximum revenue with their green
branding and positioning. Constant communication is necessary for making a difference
in line with green marketing phenomenon. The organizations should ensure the
availability of the green goods and services for the prospective consumers who are
interested in buying them if they are available. The consumers realize their responsibility
towards the environment and if the company spreads proper knowledge about the
benefits of such green goods and services and they may be encouraged to buy them.
There are still less number of people buying green and companies should look at it as an
opportunity to gain such customers who might want to save the environment. The
company should expand their green product line and use green marketing advertisements
to attract such consumers. Saini (2014). Green Marketing in India: Emerging
opportunities and challenges. Environmental issues are a topic which is globally in
limelight now for both the general public and industries as well. With the market
focusing on climate change and deteriorating environmental conditions, the organizations
are also moved towards eco-friendly practices in order to attract these customers.
Organizations are fast in inculcating waste management activities and waste
minimization. Eco friendly organizations use such practices in all their activities. Green
marketing is a concept which has recently come out as a moral implication in India, other
developing and developed countries. It has emerged as an important aspect for nature’s
conservation today. Many companies follow it after looking at the other companies
following it as well. It has open the new doors to co brand and rebrand the products and
services for a relatively new segment of consumers. The paper suggests that it is a
relatively new concept and a lot more research and discoveries are required in this field.
The consumers should have more knowledge about depleting environment and the
advantages of eco-friendly products. Consumer should be made aware about the effects
they can make on the environment by purchasing eco-friendly products. Promotion and
advertisement of scuh products and services can furnish the knowledge to the masses.
Consumers should be encouraged to even pay a little more for these goods. The
companies should make sure to deliver the feeling of making a difference on nature
among their consumers. There should be transparency and honesty in the claims of the
organizations in order to maintain long term relationships. Consumers should also be
12
assured of the product quality. The paper also suggests that the Government plays a very
major role in application of these green initiatives. Unless the government and its bodies
forms strict laws and are firm about their implementation, proper application of this
concept cannot be ensured. If all the three consumers, government and the industry works
together, then only they can actually make a difference on the environmental issues and
can ensure to deliver a better world to the future generation. The consumer expectations
have drastically shifted over time; they not only want eco-friendly products but also
expect these products to be cheap or competitively priced. Organizations should deliver
the consumers aspiration of making the least dent on nature. It is a concept which is still
lower on the priority list of the companies and is still not considered as a unique selling
proposition by many companies which should not be the case.

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 CHAPTER – 3
RESEARCH METHODOLOGY

In order to find efficiently towards the objectives of the research, primary data from the
sample population has been collected and analyzed. Initially an extensive search for
research articles, papers, review paper, and information from trustworthy sources
regarding Green Marketing. This information was gathered, studied and analyzed. The
analysis of these secondary information provided a base for formulating a survey sheet,
then the collected primary data is analyzed and interpreted.

3.1) Classification -
Descriptive Research
A research design is considered as the framework or plan for a study that guides as well
as helps the data collection and analysis of data. The primary objective of using
descriptive research is to provide the understanding of advertisement campaign, their
role on building the perception and attitude change in customers.

The data collection method can be broadly categorized in two ways i.e. primary data and
secondary data. The secondary data provides background to the research whereas the
primary data is collected by the researcher for the problem at hand. The primary data for
the research was collected in March 2021 using an online survey. The secondary data has
been collected from various online resources.

3.2) Locale-
The locale for the study is Delhi and the National Capital Region of India, the sample
selected is either temporarily or permanently residing in the locale.

3.3) Sampling Design-

In sampling survey-selected sample are identified and surveyed for collection of relevant
data for which sampling method has been employed. Sampling consists of studying only
a subset of the population to save cost & time, to get accurate & reliable results and also
in case when the testing or study requires destruction of tests units. Convenience sample
was used by mailing the questionnaire to the mailing list of the researcher. The sample
size was selected across various gender, age groups, education levels and income levels.

The sample selected is at least graduate in terms of education. The age group selected is
at least 18 years of age or above in order to ensure that the respondents are the decision
makers while making a purchase of goods or services. The targeted sample was focused
in National Capital Region.
The total number of people contacted for the research was 239 The total number of
people who responded- 154
Response percentage in the total number of people contacted was-

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= (154/239)*100= 64.44%

3.4) Tools & Techniques-

A survey instrument i.e., a questionnaire was designed to gain insight related to
objectives of the study along with their relevant personal details. The initial part of the
questionnaire consisted of questions pertaining to the demographic profile of the
respondent viz. age, gender, professional status, educational qualification, household
income, place of residence. The questionnaire had a mix of dichotomous questions,
multiple choice questions and Likert scale as well. In total, the questionnaire consisted of
30 questions, 24 are related to general objectives while 6 are for demographics. Most of
the questions in the survey have 5-point agreement scale.

3.5) Data Analysis Technique-

Microsoft Excel and Google Forms have been used to analyses and interpret the data
collected. Using abovementioned tools, a critical analysis has been done to fulfill the
objectives of the research and find out some specific conclusion out of the data collected.

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 CHAPTER – 4
RESULTS AND DISCUSSION

The responses are analyzed and interpreted using frequency tables, pie charts and graphs
wherever these are required for the achievement of research objective. The survey was
conducted online using Google forms. The survey was majorly divided in four sections.
The first part had 6 questions which were trying to discover the demography of the
respondents. The second part tried measuring the attitude and awareness towards the
Green Marketing in the sample by asking 8 questions. The third part took into account
the perception of the consumers towards green marketing and had a table of 8 questions.
The fourth and the last part of the survey questionnaire asked 8 questions focused on
consumer decision and their intentions. The analysis of the entire survey has been
discussed below, starting up with the demographic details of the respondents.

i. DEMOGRAPHIC PROFILE OF THE RESPONDENTS

J. Table 4.1: Demographic Profile of Respondents

Parameters Categories Frequency (n) Percentage

Male 112 72.7%
Gender Female 42 27.3%
Total 154 100%
18 to Less than 25 100 64.9%
25 to Less than 35 43 27.9%
35 to Less than 45 9 5.8%
Age
45 to Less than 55 1 0.6%
55 and Above 1 0.6%
Total 154 100%
Delhi 115 74.7%
Noida 11 7.1%
Ghaziabad 7 4.5%
City Gurugram 9 5.8%
Faridabad 4 2.6%
Other 8 5.19%
Total 154 100%
Up to High School 0 0
Diploma/Professional degree 9 5.8%
Bachelor’s Degree 82 53.2%
Employment Status
Master’s Degree 62 40.3%
Doctorate 1 0.6%
Total 154 100%
Less than 20,000 20 13%
20,001 to 40,000 35 22.7%
40,001 to 60,000 26 16.9%
Household Income
60,001 to 1,00,000 28 18.2%
More than 1,00,000 45 29.2%
Total 154 100%
1.

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 1. Gender

Figure 4.1 Gender

Out of 154 Respondents- 112 (72.7%) are Males

42 (27.3%) are Females

This shows that almost 2/3rd of the respondents in the research are male and 27.3% respondents are female.

1. AGE

Figure 4.2 - Age

Out of 154 Respondents-

64.9% are from the age of 18 years to less
than 25 years (100 Respondents) 27.9% are
from the age of 25 years to less than 35 years
(43 Respondents) 5.8% are from the age of
35 years to less than 45 years (9
Respondents) 0.6% is from the age of 45
years to less than 55 years (1 Respondent)
0.6% is more than 55 years (1 Respondent)

These results show that the majority of the respondents are from the age group of 18 years to
less than 25 years age group and there were only two respondents who were more than 45
years old.
16
2. CITY

Figure 4.3 - City

Out of 154 Respondents-

74.7% are from Delhi – 115 Respondents 7.1% are from Noida – 11 Respondents 4.5%
are from Ghaziabad – 7 Respondents 5.8% are from Guru gram – 9 Respondents 2.6% are
from Faridabad – 4 Respondents 5.19% are from other places – 8 Respondents

Majority of the respondents which is almost 75% reside in Delhi region itself and there
are 8 respondents who were not residing in Delhi and National Capital Region which are
considered under the head others.

3.EMPLOYMENT STATUS

17
Out of 154 Respondents-
46.1% are Employed – 71 Respondents
36.4% are Students – 56 Respondents
9.7% are Self Employed – 15 Respondents
7.8% are Unemployed – 12 Respondents
There were no retired respondents
The majority of the respondents are employed and the second highest numbers of
respondents are students. The results show that there are no retired respondents to this
research.

1. EDUCATIONAL QUALIFICATION

Figure 4.5 – Educational Level

Out of 154 Respondents-

53.2% are Bachelor Degree holders – 82 Respondents
40.3% are Master Degree holders – 62 Respondents
5.8% are Diploma or Professional Degree holders – 9 Respondents
0.6% is Doctorate degree holder – 1 Respondents

The results show that all of the respondents were at least graduates. The maximum were
bachelor degree holders and the second highest numbers of respondents are Master
degree holders. There is only one Doctorate respondent in the research.

18
2. HOUSEHOLD INCOME RANGE

Figure 4.6 – Household Income Range (Monthly)

Out of 154 Respondents-

29.2% have more than Rs. 1,00,000 household income – 45 Respondents
22.7% have household income from Rs. 20,001 upto Rs. 40,000 – 35 Respondents
18.2% have household income from Rs. 60,001 upto Rs. 1,00,000 – 28 Respondents
16.9% have household income from Rs. 40,001 upto Rs. 60,000 – 26 Respondents
13% have household income less than Rs. 20,000 – 20 Respondents

These results show that the income level of respondents is distributed very closely but
the majority of the households had an income of more than Rs. 100000 per month.
22.7% respondents have income of Rs. 20001 to Rs. 40000 and 18.2% respondents are
in the bracket of Rs. 60001 to Rs. 100000. 16.9% respondents said that they have an
income between Rs. 40001 to Rs. 60000 and the least 13% respondents earned less than
Rs. 20000.

19
4.2) PART 2: AWARENESS AND ATTITUDE
To what extent do you agree or disagree with the following statements about the Green
Marketing practices

4.2.1) Understanding of the information related to Green Marketing Practices

Figure 4.7 - Understanding of Green Marketing

Percentage of respondents who –

Strongly Agree – 26.63% - 41
Respondents Agree – 37.66% - 58
Respondents Neutral – 18.83% - 29 Respondents
Disagree – 5.84% - 9
Respondents Strongly Disagree – 11.03% - 17 Respondents

Approximately 65% respondents strongly agreed or agreed that they understand the
information regarding Green Marketing practices. Almost 1 out of every 5 people felt
neutral, which means they don’t realise whether they understand the information on
green marketing practices or they don’t. 16.87% of the total respondents accepted that
they don’t understand the information on green marketing practices.

4.2.2) I trust the information given about Green Marketing Practices in advertisements
of products and services

20
 Figure 4.8 - Trust the Information given about Green Marketing

Percentage of respondents who –

Strongly Agree – 18.83% - 29
Respondents Agree – 37.66% - 58
Respondents Neutral – 26.62% - 41
Respondents Disagree – 7.14% - 11
Respondents Strongly Disagree – 9.74% - 15
Respondents

More than 56% people strongly agree or agree that they trust the information given
about the company’s green marketing practices in the advertisements of their goods and
services. Approximately 1 out of every 4 respondents said that they feel neutral about
the information given. They don’t realize if they trust it or not. 16.88% of the total
respondents said that they don’t trust such information.

4.2.3)I appreciate the recognition/feeling of using eco-friendly services and products

Figure 4.9 - Appreciate the recognition/feeling of using eco-friendly

21
22
Percentage of respondents who –
Strongly Agree – 46.10% - 71 Respondents
Agree – 28.57% - 44 Respondents
Neutral – 11.69% - 18 Respondents
Disagree – 1.29% - 2 Respondents
Strongly Disagree – 12.33% - 19 Respondents

Approximately 75% of the total respondents strongly agreed or agreed that they
appreciate the feeling/recognition of using eco-friendly goods and services. 11.69% of
the total respondents feel neutral about this recognition/feeling of using eco-friendly
goods and services. 13.62% of the total respondents strongly disagreed or disagreed that
they don’t appreciate this feeling/recognition.

These results show that the majority of people agreed that they appreciate the feeling or
recognition attached to using an eco- friendly good or service.

4.2.4) Willingness to pay a premium price (10% extra) for products or services following green
marketing practices

Figure 4.10 - Willing to pay extra for eco-friendly goods and services

Percentage of respondents who –

Strongly
Agree –
20.13% - 31
Respondents
Agree –
31.16% - 48
Respondents
Neutral – 27.92% - 43 Respondents
Disagree – 9.74% - 15 Respondents
Strongly Disagree – 11.03% - 17 Respondents
More than half of the respondents said that they are willing to pay 10% extra price for
eco-friendly goods and services. More than 1 out of 4 every four respondents said that
23
they don’t know if they are willing to pay extra or not. Approximately 20% of the total
respondents said that they won’t be willing to pay extra for eco-friendly goods and
services.

4.2.5) I pay attention to Green Marketing Practices and its promotions

Figure 4.11 – Pay Attention to Green Marketing practices

Percentage of respondents who –

Strongly Agree – 23.37% - 36
Respondents Agree – 39.61% - 61
Respondents Neutral – 20.78% - 32
Respondents Disagree – 5.84% - 16
Respondents Strongly Disagree – 10.38% - 9 Respondents

Approximately 63% of the total respondents agreed that they pay attention to the Green
marketing practices done by the organizations. 1 out of every 5 respondents feel neutral about
paying attention to any green marketing practices. 16.22% respondents refused that they don’t
pay attention to the green marketing practices at all.

24
4.2.6) I know where to find products and services which follow green marketing practices

Figure 4.12 – Knowledge about where to find green products & services

Percentage of respondents who –

Strongly Agree – 13.64% - 21
Respondents Agree – 28.57% - 44
Respondents Neutral – 28.57% - 44
Respondents Disagree – 19.48% - 30
Respondents Strongly Disagree – 9.74% -
15 Respondents
42.21% respondents said that they know where to find products and services which follow
green marketing practices. A very major 28.57% people said that they felt neutral about where
to find eco-friendly goods and services. Approximately 30% respondents felt that they don’t
know heer to find such goods and services.

4.2.7) Consideration of friends’ and family’s opinion regarding eco-friendly goods and services

Figure 4.13 – Consideration of friends’ and family’s opinion

25
Percentage of respondents who –
Strongly Agree –16.88% - 26
Respondents Agree – 38.97% - 60
Respondents Neutral – 27.92% - 43
Respondents Disagree – 7.79% - 12
Respondents Strongly Disagree – 8.44% - 13 Respondents

55.85% of total respondents agreed that they consider their friends’ and family’s opinion about
eco-friendly goods and services. 27.92% of total respondents said that they felt neutral about
their family’s and friends’ opinion about such products and services. 16.23% of total
respondents completely waived off any consideration of their families and friends opinion about
eco- friendly goods and services.

4.2.8) Recommend products and services which follow green marketing practices to my friends
and family

Figure 4.14 - Recommending eco-friendly goods and services to my family and friends

Percentage of respondents who –

Strongly Agree – 20.12% - 31
Respondents Agree – 37.01% - 57
Respondents Neutral – 24.02% - 37
Respondents Disagree – 5.84% - 9
Respondents Strongly Disagree – 12.99% - 20 Respondents

57.13% of total respondents agreed that they recommend green products and services to
their family and friends. Approximately 1 out of every 4 respondents felt neutral about
any such recommendations. 18.83% people refused to recommend green practices and
services to their families and friends.

4.3) PART 3: PERCEPTION MEASUREMENT

Products and services offered by companies following Green Marketing practices

4.3.1) Green Products and Services are good for environment

26
 Figure 4.15 – Green Products / Services are good for environment

Percentage of respondents who –

Strongly Agree – 31.82% - 49
Respondents Agree – 51.29% - 79
Respondents Neutral – 9.09% - 14
Respondents Disagree – 0.65% - 1
Respondent Strongly Disagree – 7.14% - 11 Respondents

More than 83% of respondents agreed that products and services offered by companies
following green marketing practices are good for the environment. 9.09% of total respondents
felt neutral about the same. 7.79% of total respondents said that they don’t think that goods and
services offered by companies following green marketing practices are good for environment.

4.3.2) Green Products and Services are good for our health

Figure 4.16 - Green Products and Services are good for their own health

27
Percentage of respondents who –
Strongly Agree – 37.01% - 57 Respondents
Agree – 44.15% - 68 Respondents
Neutral – 12.99% - 20 Respondents
Disagree – 1.94% - 3 Respondents
Strongly Disagree – 3.90% - 6 Respondents

More than 81% respondents agree that products and services offered by companies following
green marketing practices are good for their own health. Approximately 13% of the total
respondents felt neutral that they don’t know if green products and services are good for their
own health. Only approximately 6% respondents said that they don’t feel that products and
services offered by companies following green marketing practices are good for their own
health.

4.3.3) Green Products and Services are of good quality

Figure 4.17 - Green Products and Services are of good quality

Percentage of respondents who –

Strongly Agree – 26.63% - 41 Respondents
Agree – 48.70% - 75 Respondents
Neutral – 18.18% - 28 Respondents
Disagree – 2.59% - 4 Respondents
Strongly Disagree – 3.90% - 6 Respondents

28
Approximately 3 out of every 4 respondents agreed that they feel that green products and
services are of good quality. 18.18% of the total respondents have a neutral perception. Only
approximately 6.5% of the total respondents disagreed to the statement and feel that green
products and services are not of good quality.

4.3.4) Green Products and Services are having better performance than products and services
made from conventional practices

Figure 4.18 - Green Products and Services have a better performance

Percentage of respondents who –

Strongly Agree – 19.48% - 30 Respondents
Agree – 40.25% - 62 Respondents
Neutral – 29.22% - 45 Respondents
Disagree – 5.85% - 9 Respondents
Strongly Disagree – 5.19% - 8 Respondents

Approximately 60% of the respondents agreed that products and services offered by the
companies following green marketing practices are better than the products and services made
from conventional practices. Almost 30% of the respondents neither agree nor disagree with
this statement. 11.04% respondents disagree that green products and services do not perform
better than the conventional goods and services.

4.3.5) Green Products and Services provide more satisfaction to a user

29
Figure 4.19 - Green Products and services are more satisfactory

30
Percentage of respondents who –
Strongly Agree – 22.73% - 35 Respondents
Agree – 46.10% - 71 Respondents
Neutral – 22.73% - 35 Respondents
Disagree – 2.60% - 4 Respondents
Strongly Disagree – 5.84% - 9 Respondents

68.83% of total 154 respondents agreed that they derive more satisfaction by using green
products and services. 22.73% respondents feel neutral about this post purchase feeling. 8.44%
respondents disagreed that they don’t derive extra satisfaction post purchasing green products
and services.

4.3.6) Green Products and Services are reasonably priced

Figure 4.20 - Green Products and services are reasonably priced

Percentage of respondents who –

Strongly Agree – 13.63% - 21 Respondents
Agree – 33.12% - 51 Respondents
Neutral – 27.27% - 42 Respondents
Disagree – 16.89% - 26 Respondents
Strongly Disagree – 9.09% - 14 Respondents

46.75% respondents agreed that goods and services produced by following green marketing
practices are reasonably priced. More than 1 out of every 4 respondents feel neutral about the
pricing of green products and services. Approximately 26% respondents feel that the pricing of
green products and services are not reasonable.

4.3.7) Green Products and Services are well promoted

31
 Figure 4.21 - Green Products and services are promoted well
Percentage of respondents who –
Strongly Agree – 18.18% - 28 Respondents
Agree – 33.12% - 51 Respondents
Neutral – 25.32% - 39 Respondents
Disagree – 13.64% - 21 Respondents
Strongly Disagree – 9.74% - 15 Respondents

51.3% respondents agreed that products and services produced using green marketing practices
are promoted well. 1 out of every 4 respondents felt neutral about the promotional aspect of
green products and services. More than 1 out of every 4 respondents disagreed to the promotion
being apt.

4.3.8) Green Products and Services are available in the market nowadays

Figure 4.22 - Green Products and services are available in the market

Percentage of respondents who –

Strongly Agree – 18.83% - 29 Respondents
Agree – 40.91% - 63 Respondents
Neutral – 27.28% - 42 Respondents
Disagree – 5.84% - 9 Respondents
Strongly Disagree – 7.14% - 11 Respondents

Approximately 60% of the respondents agreed that goods and products produced using green
marketing practices are available in the market. 27.28% people felt neutral about the
availability of eco-friendly goods and products. Approximately 13% of the total respondents
disagreed to the statement and say that green products and services are not available in the
market.

4.4) PART 4: CONSUMER INTENTIONS

Willingness to choose a service or a product following Green Marketing Practices over a
Conventional one the next time you are buying one

32
 Figure 4.23 - Willingness to buy Eco-Friendly over conventional

Percentage of respondents who said –

No, I won’t! – 0.65% - 1 Respondent
May not buy – 0.65% - 1 Respondent
Not decided – 12.33% - 19 Respondents
May Buy – 35.06% - 54 Respondents
Definitely, I will! – 51.29% - 79 Respondents

Majority of 86.35% respondents said that they are inclined towards choosing a product or service
following green marketing practices over a conventional one the next time they are buying
something. 12.33% respondents said that they have still not decided. Only 2 respondents were
not willing to buy eco-friendly the next time they are buying something.

Reasons to choose products/services produced by organizations following Green Marketing

Practices.

4.5.1) Choosing Green Products / Services because they give a positive image of the buyer

Figure 4.24 – Positive Image

33
Percentage of respondents who –
Strongly Agree – 16.23% - 25 Respondents
Agree – 37.66% - 58 Respondents
Neutral – 27.28% - 42 Respondents
Disagree – 10.39%- 16 Respondents
Strongly Disagree – 8.44% - 13 Respondents

Approximately 54% people agreed that they would choose green products/services over
conventional ones because it gives out a better image of them. 27.28 people felt neutral
about the image building aspect of green products and services. 18.83% respondents
said that they won’t choose green products and services over conventional ones just
because the give out a positive image of them.

4.5.2) Choosing Green Products / Services because they want to preserve the earth

Figure 4.25 – Preservation of the Earth

Percentage of respondents who –

Strongly Agree – 41.56% - 64 Respondents
Agree – 33.13% - 51 Respondents
Neutral – 15.58% - 24 Respondents
Disagree – 3.24% - 5 Respondents
Strongly Disagree – 6.49% - 10 Respondents

Approximately 75% respondents agreed that they will choose products

and services produced using green practices over conventional ones
because they want to preserve the earth. 15.58% respondents said that they
felt neutral about choice and the cause behind it. 9.73% respondents
disagreed that they won’t choose green products and services over
34
conventional ones just because they want to preserve the earth.

35
4.5.3) Choosing green products / services because it makes them feel trendy/fashionable

Figure 4.26 – Feeling Trendy / Fashionable

Percentage of respondents who –

Strongly Agree – 12.99% - 20 Respondents
Agree – 27.28% - 42 Respondents
Neutral – 35.71% - 55 Respondents
Disagree – 16.88% - 26 Respondents
Strongly Disagree – 7.14% - 11 Respondents

40.27% of total respondents agreed to this reason for choosing products and services
manufactured by following green marketing practices over the conventional ones. 35.71% of
total respondents which is a huge number said that they felt neutral about this reason for
choosing green products or services. 24.02% of total respondents ruled out this reason for
purchasing green products or services.

4.5.4) Choosing green products / services because it makes them feel proud / responsible.

Figure 4.27 – Feeling proud / responsible

36
Percentage of respondents who –
Strongly Agree – 29.87% - 63 Respondents
Agree – 40.91% - 46 Respondents
Neutral – 17.53% - 27 Respondents
Disagree – 4.55% - 7 Respondents
Strongly Disagree – 7.14% - 11 Respondents

More than 70% of the total respondents choose green products and services over the
conventional ones because they feel proud / responsible. 17.53% felt neutral about this reason
for buying green products and services. 11.69% of respondents ruled out this reason for
choosing green products and services over the conventional ones.

4.5.5) Choosing green products / services because people might judge for using conventional
products /services,

Figure 4.28 – Fear of being judged

Percentage of respondents who –

Strongly Agree – 11.69% - 18 Respondents
Agree – 20.78% - 32 Respondents
Neutral – 29.22% - 45 Respondents
Disagree – 23.38% - 36 Respondents
Strongly Disagree – 14.93% - 23 Respondents

32.47% of total respondents agreed that they choose green products and services over the
conventional ones because of fear of being judged. Approximately 30% of the total respondents
felt neutral about this reason, which is a large number. 38.31% of total respondents disagreed to
this reason for buying green products / services.

4.5.6) Choosing products / services with green marketing practices even unintentionally

37
Figure 4.29 – Choosing green products / services even unintentionally

38
Percentage of respondents who –
Strongly Agree – 18.83% - 29 Respondents
Agree – 40.25% - 62 Respondents
Neutral – 23.38% - 36 Respondents
Disagree – 7.79% -12 Respondents
Strongly Disagree – 9.74% - 15 Respondents

59.08% of total respondents agreed that they choose products / services which follow
green marketing practices even unintentionally. 23.38% respondents felt neutral about buying
green products and services unintentionally. 17.53% of total respondents didn’t agree that they
they buy green products/services even unintentionally

4.5.7) Choosing green products / services because of satisfaction with most of the green
marketing practices followed by companies

Figure 4.30 - Satisfaction with most of the green marketing practices followed

Percentage of respondents who –

Strongly Agree – 14.28% - 22 Respondents
Agree – 38.96% - 60 Respondents
Neutral – 31.17% - 48 Respondents
Disagree – 7.79% -12 Respondents
Strongly Disagree – 7.79% - 12 Respondents

53.25% respondents agreed that they choose eco-friendly products/services because they feel
satisfied with the green marketing practices followed by the company. 31.17% respondents feel
neutral about this statement. 15.59% of total respondents disagreed that they don’t choose
green products/services because of the green marketing practices being followed by the
producing companies.

39
 CHAPTER – 5

SUMMARY & CONCLUSION

The following is a summary of the conclusions

This chapter gives a positive ending to the study by drawing conclusions based on
interpretations and accordingly putting forward the recommendations. The chapter ends
with limitations occurred while conducting research.
 The majority of the respondents agreed that they understand the information
related to green marketing practices, but still a huge chunk of respondents either feel
neutral about this or accepted that they do not understand the green marketing
practices.
 More than half of the respondents agreed that they trust the information about
the green marketing practices given by the companies in their advertisements but there
is still a huge scope of improvement in terms of trust building as almost 25%
respondents felt neutral about it and 16.88% respondents didn’t trust the
advertisements.
 It was found that a huge majority of respondents appreciate the recognition /
feeling of using eco-friendly services and products.
 It was found that more than half of the respondents agreed to pay a 10%
premium price for the products which shows that people are conscious and inclined
towards this cause of environmental conservation but it is also evident that 1 out of
every 4 respondents said that they feel neutral about paying a higher price and 1 out of
every 5 respondents disagreed that they won’t pay a higher price just for the reason of
eco friendliness which clearly shows that the companies should aim towards keeping
the prices to be competitive to stay in the market and penetrate deeper in the target
segments because price sensitivity is a deciding factor.
 The majority of the respondents said that they pay attention to the green
marketing practices followed by the companies and its promotion.
 It was found in the course of research that 42.21% respondents said that they
knew where to find eco-friendly goods and services but almost 59% respondents either
felt neutral or disagreed that they didn’t know where to find such products which
emphasizes on two improvements i.e. the companies should focus on point of sale
advertisements and promotional practices and at the same time this eco-friendly
characteristic should be clearly stated on promotional materials and packaging.
 The majority of respondents agreed that their friends’ and family’s opinion was
also a deciding factor while considering eco- friendly goods and services and almost
the same percentage of respondents are also recommending eco-friendly goods and
services to their acquaintances.
 A majority of 83% respondents agreed that the green products and services are
good for the environment and 81% agreed that these are good for their own health as
well which shows a positive perception among the respondents.

40
 The majority of respondents agreed that green products and services are of good
quality.
 Almost 60% respondents agreed that they feel that green products and services
perform better than the conventional ones which have a scope of improvement. The
companies can add up certifications and accreditations of their performance to build
trust among the prospects.
 Majority of respondents agreed that the green products and services provide
more satisfaction to a user but still huge 22% respondents felt neutral about it so the
companies can run some recognition schemes or can run a thanking message or mail to
the users to appreciate their contribution to the cause and make them feel more
satisfied.
 Although the majority of respondents agreed that the green products and
services are reasonably priced but still a huge chunk of respondents either felt neutral
about this or disagreed about the reasonable pricing which suggest that the company
should try to price these products and services competitively.
 Only almost half of the total respondents agreed that green products and
services are well promoted which shows that there is a scope of improvement in their
promotional campaigns.
 Approximately 60% respondents agreed that eco-friendly goods and services are available in
the market nowadays which shows a possibility of improvement in the supply chain as well because the
companies might be losing business because of unavailability.
 Majority of respondents show interest in choosing an eco-friendly goods or services the next time
they are buying one.
 The strongest reasons found behind choosing green marketing products and services are that the
consumers want to preserve the planet and they feel proud / responsible after buying eco-friendly.
 The reason which drove the least number of respondents to choose eco-friendly are that the
consumers feel fashionable / trendy and the least number of respondents choose such products and
services out of the fear of being judged.

41
 CHAPTER – 6
RECOMMENDATIONS AND LIMITATIONS

Recommendation
It can be said today, that global implementation of green marketing phenomenon is the need of
the hour in order to save the environment.

Green marketing should not be considered as just another practise in the marketing world by the
companies because of the changed motivation behind choosing this practice. The focus is on
social and environmental dimension. Looking at the environmental changes occurring globally,
green marketing should become a mandate rather than being just another feature.

Marketers and the government have the responsibility to make the consumers aware about the
need and benefits of green products and services as compared to conventional ones. In green
marketing, majority of consumers are willing to pay more to maintain a healthier environment
but there is still a factor of price sensitivity among the consumers. Finally, Green marketing
assumes even more importance and relevance in developing countries like India.

Limitations
1. The sample size is small and therefore it can’t be used for generalization.
2. Statistical tools and Hypothesis testing was not done in this paper.
3. The survey is done on virtual platform only.
4. Time Constraint: There was time constraint
5. Education: Due to illiteracy and lack of awareness, people are not aware
about Green Marketing.

42
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12. [19]. (2021). Retrieved 3 June 2021, from
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Raw Data

Please click on the link below to view the raw data-

https://drive.google.com/file/d/1pTISwyX6YVx/view?usp=sharing

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