...5780 GREEN MARKETING – CHALLENGES AND OPPORTUNITIES DR.V.MOHANASUNDARAM* *Professor and Head, Vivekanandha Institute of Engineering and Technology for Women, Tiruchengode – 637205 Tamilnadu. INTRODUCTION Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. 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. One of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or green marketing. This paper attempts 1) To introduce the terms and concepts of green marketing; 2) To discuss why going green is important; 3) To know why the manufacturers and marketers launch eco-friendly products 3) To examine some of the reason that organizations are adopting a green marketing...
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...Paper on: “The study of Green revolution Marketing: With special reference to Companies and their product” Presented By M.AnilSharma PGDM Ist year Emerald’s School of Business Abstract: Environmentalism has an emerged as a worldwide trend as per the requirement of today. The universal facts point out that people are becoming more concerned about the environment and so that they are shifting their behaviour accordingly. As there is change in consumer behaviour that lead to Business firms to rise and start responding to environmental changes. So to face with these companies are by practising green marketing strategies. The environmental friendly products and the Green consumerism has played a role as a catalyst in shepherd corporate environmentalism and making business firms green marketing oriented. As a result, there is a growing market for sustainable, green and socially responsible products and services. This paper is an attempt to introduce concepts of green marketing; it also briefly discuss why going green is important; it also examine some of the reasons that organizations are adopting a green marketing philosophy; and also mentioning some of the example of some corporate who have already adopted the green marketing concept and doing the business successfully. The Government of India specially the state like Gujarat has really taken a step forward to adopt the green product development by using wind power energy and promoting CNG and the list does not end...
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...China, India and other emerging economies add to the demand for goods and services. This has resulted in depletion of several valuable natural resources. Green consumerism refers to recycling, purchasing and using eco-friendly products that minimize damage to the environment. More and more businesses and industries are joining in the green movement, either out of a real interest in saving the planet or a desire to capitalize on the growing consumer demand for greener ways. For example, Wal-Mart anticipates savings to the tune of billions of dollars by reducing packaging across the supply chain and Wells Fargo issues carbon credits to offset its customers' credit card purchases. Very few consumers, who have realized the importance of going green, have been practicing it. For many, the perception about the idea is vague. Many organizations are actively trying to induce a paradigm shift in their green marketing strategies to enable them to reach the consumer. Has their attempt in this endeavour yielded results? The study is aimed at exploring the answers to these questions. Purpose and Scope of the Study This study is an attempt to understand the attitude consumers have towards green consumerism particularly with reference to their purchase and consumption patterns and give suitable suggestions based on the findings to enable them to be more environments’ friendly. This Study also is an attempt to explore the problems faced by consumers in adopting green consumerism...
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...Exploring consumer attitude and behaviour towards green practices in the lodging industry in India Kamal Manaktola and Vinnie Jauhari School of Hospitality & Tourism Management, Institute for International Management & Technology, Haryana, India Abstract Purpose – The study seeks to explore the factors which influence the consumer attitude and behaviour towards green practices in the lodging industry in India and also to explore the consumers’ intentions to pay for these practices. Design/methodology/approach – A quantitative and qualitative research methodology using a questionnaire along with secondary research has been proposed. A structured questionnaire has been used using convenience-sampling techniques from National Capital Region in India. Correlation and factor analysis has been used to explore consumers’ attitudes and behaviour towards green practices in the lodging industry. Findings – The consumers using hotel services are conscious about environmentally friendly practices in India. They patronise the hotels that have adapted green practices though not compromising on service quality. The consumers would prefer to use lodging that follows these practices but are not willing to pay extra for these services. Indian hotels have the competitive advantage over similar products if they follow green practices. Practical implications – The hotels would have to invest in environmentally friendly practices and look at long-term gains. The government...
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...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...
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...The 2011 Barcelona European Academic Conference Barcelona, Spain 2011 A Study Of Consumer Behavior Of Elderly Consumers With Special Reference To Green Products S.D.Singh, Magadh University, Bodh Gaya, India ABSTRACT This paper focuses on studying the consumer behavior of elderly customers for green products, the so called ‘environmental friendly products.’ The researcher also highlights the emerging awareness of elderly consumers about the green products. This concern has started showing the trends in their purchasing patterns. This paper also identifies the factors affecting their buying behavior. Keywords: Green marketing; Green Products; Consumer behavior INTRODUCTION According to American Marketing Association (AMA), 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 packaging as well as modifying advertizing. Hence, green marketing refers to holistic marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment. Over the years, a majority of consumers have realized that their behavior had a direct impact on environment. There is a growing amount of evidence indicating that consumers are choosing products or avoiding others based on their impact on the natural environment. Consumer behavior is the study of how...
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...on the environment during its lifespan or during its disposal. This is the major impetus for green products and green marketing. A closely related reason is the competitive advantage or sales potential that some corporations now see in green products. Green Marketing is an attempt to characterize a product as being environmentally friendly. In general green products are made from recycled content and/or designed for reuse, recycling, or remanufacturing. They are usually non-toxic, energy efficient, and durable. However, green is a relative term and depends on the individual situation. 2. DEFINITION: Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment Conventional marketing involves selling products that satisfy consumer needs at affordable prices. Green marketing must also satisfy customer needs at affordable prices, but green marketing has the additional challenge of defining what is green and developing and selling products that consumers will like. 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...
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...OVERVIEW India is the fifth largest retail market globally, with a size of INR 16trn, and has been growing at 15% per annum. Organized retail accounts for just 5% of total retail sales and has been growing at 35% CAGR. Though the journey has so far been rather mixed, organized retail is being tipped as one of the biggest gainers from growing consumerism and rising income. India’s robust macro and microeconomic fundamentals, such as robust GDP growth, higher incomes, increasing personal consumption, favourable demographics and supportive government policies, will accelerate the growth of the retail sector. 1) Learning from the Past: During2005-2007, the sector was in a hyper growth phase. In pursuit to capture market, companies made strategic as well as operational errors which has been broadly classified as follows: I .Race for increasing retail space resulting in haphazard growth ii. Unviable formats iii. High lease rentals iv. Manpower costs and productivity issues v. Poor back end infra structure vi. Entry of too many new players 2) Consolidation:Duringtheglobalslowdownphaseof2007-2009,theIndianretailplayerspausedtorealizetheirpastmistakesandtooktimeandefforttore-organizethemselves:i.Focusonprofitablegrowth * Exit from unprofitable stores/formats * Rental renegotiation/revenue sharing arrangements * Reduction in salaries/higher manpower productivity * Significant investments in backend ...
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...1911-2025 Published by Canadian Center of Science and Education Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products Jacob Cherian1 & Jolly Jacob2 1 2 Department of Management, College of Business Administration, Abu Dhabi University, Abu Dhabi, UAE Department of Applied Sciences, College of Arts and Sciences, Abu Dhabi University, Abu Dhabi, UAE Correspondence: Jolly Jacob, Department of Applied Sciences, College of Arts and Sciences, Abu Dhabi University, Abu Dhabi, UAE. E-mail: jollyjacob70@hotmail.com Received: June 13, 2012 doi:10.5539/ass.v8n12p117 Abstract Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. However, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. The current study introduces the concept of green marketing and looks into the various ways in which the different consumer attributes are related to the concept of green marketing. A conceptual framework is presented and the information is analyzed on the basis of the framework. Keywords: green marketing, green products, consumer attitude 1. Introduction Today the concept of sustainability...
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...CONTEMPORARY GREEN MARKETING - BRIEF REFERENCE TO INDIAN SCENARIO R. Shrikanth *, D.Surya Narayana Raju ** * Assistant Professor Department of Master of Business Administration, CMR College of Engineering and Technology (Affiliated to JNTU), Hyderabad, Andhra Pradesh ** Associate Professor, Department of Master of Business Administration, Vidya Vikas Institute of Technology (Affiliated to JNTU), Hyderabad, Andhra Pradesh ABSTRACT In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Environmental pollution is a buzz word in today’s business environment. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this research paper, main emphasis has been made of concept, need and importance of green marketing. Data has to be collected from multiple sources of evidence to understand the importance of green and sustainability management, in addition to books, journals, websites, and news papers. The Paper aims at finding out what actually Green Marketing is all about and how can...
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...“Power Plastic” as a subsidiary of “Konarka Technologies” in India, it’s unique technology is based on patented photo-reactive materials made from conductive polymers and organic nano-engineered materials, this allows Power Plastic to provide alternative and new lightweight, flexible, and cheap material that converts indoor and outdoor light into electricity, our product is much more versatile than traditional solar panels, which will utilize in our marketing strategy. We are targeting India’s middle-Class segment, rural & remote areas which lack basic power grid infrastructure, we are expecting to utilize India’s policy shift towards more clean and renewable energy, which lead India to be among the top 5 countries in the world in terms of renewable energy capacity. Our positioning strategy is based on the competitive values Plastic Power brings as opposed to the conventional solar products currently available in the market, though competition would be fierce with industry leaders who have been operational in India for the past 2 decades, posses governments support whether in access to land or allocation of government subsidies to their customer base, in addition showcase many success stories despite the many challenges faced. Our objective in terms of market share is to 5% for the next 12 years, targeting 80m households; our overall marketing budget is 24 million US Dollars. Macro-environmental Factors India, due to its fast pace of economic growth is facing a huge...
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...fruit flavored water. Submitted in partial fulfillment of Marketing Management course curriculum. Submitted By:- Mohan Singh Sikarwar MBA-Entrepreneur Amity Business School EXECUTIVE SUMMARY This project is about Bisleri International ltd. (flavoured Mineral Water). It covers the core concepts that are involved in the production, development and implementation of this product. Taking an initiative and launching a new product for the local market, this concept involves giving a new era to the mineral water. This report guides about the product attributes, boosting its phase to penetrate through target market identification and segmenting it to different location, planning for market positioning, effective pricing strategy, how to promote it to the public through different mediums and resources. INTRODUCTION Bisleri was originally an Italian company created by Felice Bisleri, who first brought the idea of selling bottled water in India. Bisleri then was introduced in Mumbai in glass bottles in two varieties – bubbly & still in 1965. Parle bought over Bisleri (India) Ltd. in 1969 and started bottling water in glass bottles under...
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...Electric Cars in India [pic] Lindsey G. Silver Dr. Keith Dickinson BA 3374 International Marketing April 19, 2012 The electric car market in India offers only one product, Mahindra’s Reva. This is due to the lack of infrastructure support and the preference for cheaper cars. These operate on a regular charge from various electrical outlets instead of expensive foreign oil. The drawback is that the cars are an expensive buy. However, they are efficient and use cleaner energy. Also, the Indian government gives tax rebates for such purchases. The rising fuel prices in the country will create awareness of Electric Vehicle technology. As Indian oil companies increase fuel prices, car buyers could be facing some budget restrictions. Electric Vehicle (EV) technology may be the solution to beat the fuel price hike (Kannan, 2012, p. 1). Although consumers have begun to change to hybrid and diesel fuel, the cost is still greater than these options. The EV does not offer a variety of choices in the country and consumers are hesitant to change from gas to electric. The biggest advantage lies on its fuel economy. As the price of oil increases, this solution could improve lifestyles and a healthier environment. In addition to the greater cost, the Reva does not offer long distance capabilities. It runs about 80km per electricity charge because the lithium ion batteries hold a limited charge and have limited distance capabilities (Joshi, 2012...
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...ABSTRACT Fast Food Industry or Quick Serve Restaurants (QSRs) is a growing and potentially profitable business. India is considered as a new market for it as fast food came to India about 15 years ago. India is a developing country with 2% of organized and 98 percent of unorganized sector. So most of the fast foods that came into Indian market as India has a high growth in every sector. India is blessed with one of the fastest growing fast food markets in the world. The Indian fast food market is flourishing at an annual growth rate of 30-35 percent. Almost all big fast food brands of the world have made their presence felt in India and most of them making an appreciable growth. Although the market has witnessed sturdy growth in the past few years, it remains largely under pervaded and purposive in the metropolitan cities. INTRODUCTION TO FAST FOOD * Introduction Food that can be prepared and served instantly i.e. “fast” is known as Fast Food. Although any meal with very less preparation time can be considered as fast food, but the term refers to food that is sold in a restaurant or store with low quality preparation and served to the customer in a packaged form for take-out/take-away. Different types of outlets may be stands or kiosks, without any shelter or seating, or quick service restaurants. Franchise operations which are part of restaurant chains have standardized foodstuffs supplied to each restaurant from central locations. The capital requirements for...
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...profile *Beverage preparation section *Sidel section *Marketing strategy *Marketing Mix 3.CHAPTER ± III *Research Methodology 4.CHAPTER ± IV *Marketing survey & Data Analysis 5. CHAPTER ± IV *SWOT Analysis *Recommendations *Suggestion 6.CONCLUSION 7.LIMITATION 8.BIBLIOGRAPHY 9.QUESTIONNAIRE [pic] [pic] [pic] CHAPTER-I INTRODUCTION A soft drink is a beverage, often carbonated, that does not contain alcohol. (Carbonated soft drinks are more commonly known as soda,pop, tonic,or soda pop in parts of the United States and Canada, or fizzy drinks in the U.K.; sometimes called minerals in Ireland) The name "soft drink" specifies a lack of alcohol by the way of contrast to the term "hard drink". The term "drink", while nominally neutral, often carries connotations of alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit punch are among the most common types of soft drinks, while hot chocolate,hot tea, coffe, milk,tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non- caloric sweeteners SCOPE OF PROJECT 1. Detailed study of the non carbonated soft drinks industry in India 2. Analysis of Frooti’s performance against the other prevailing...
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