FACULTY STUDENT COLLABORATIVE LEARNING

Report on
GREEN PRODUCTS AND PERCEIVED
ENVIRONMENTAL RESPONSIBILITY OF
CONSUMERS
Prepared By:
Rithima Oberoi
Riya Gupta
Dheera Narayan
Abhinay Gupta
Anura! Chatur"e#i
A$i%ha &on!ari
Aay'ant Guru
Guided By(
Dr) Thiruma!a$ *i$$ai
INDIRA INSTITUTE OF MANAGEMENT
PUNE
Apri! "#$%
CERTIFICATE
This is to certify that the following students of POST GRADUATE DIPLOMA IN
MANAGEMENT at INDIRA INSTITUTE OF MANAGEMENT, PUNE (IIMP) have
worked on the Research Project, entitled Green Products and Perceied Eniron!enta"
Res#onsi$i"it% o& Consu!ers, from Dece!$er '()* to A#ri" '()+ in partial fulfillment of the
requirement for FACULT, STUDENT COLLA-ORATI.E LEARNING of MAR/ETING
SPECIALI0ATION.
ame of the !tudents"
#. Rithima $%eroi
&. Riya 'upta
(. )heeraj arayan
*. +nurag ,haturvedi
-. +%hinay 'upta
.. +lisha /ongari
0. +jaykant 'uru

)uring the Project work, we found all of them to %e sincere and committed to the Project 1ork.
1ishing them all the %est for their future endeavors.
ame 2 !ignature of 3aculty 4entor ame 2 !ignature of 5ead of )epartment
66666666666666666666666666666 6666666666666666666666666666666666
)ate" 6666666666666666666666666
&
DECLARATION
1e here%y declare that the 3aculty !tudent ,olla%orative 7earning 83!,79
Research Project on Green Products and Perceied Eniron!enta"
Res#onsi$i"it% o& Consu!ers is an original piece of work done %y us under the
guidance of )r. Thirumagal Pillai . +ll !econdary data and other relevant
information drawn from different sources for this report are duly acknowledged %y
us. 1e have put all our sincere efforts in making the report see the light of the day.
o part of this report has %een su%mitted %y us to any university : institution for
the award of any diploma or degree.
ame of the !tudent !ignature of the !tudent
#. Rithima $%eroi
&. Riya 'upta
(. )hreeaj arayan
*. +nurag ,haturvedi
-. +%hinay 'upta
.. +lisha /ongari
0. +jaykant 'uru
Place"
)ate"
AC/NO1LEDGEMENT
(
3irst and foremost we would like to sincerely thank to our institute ;);R+
;!T;T<T= $3 4++'=4=T, P<= for giving us the opportunity to work
on this project as a su%ject for the semester ;; .!econdly we would like to thank our
su%ject guide )R. T5;R<4+'+7 >. P;77+;, for providing us the directions
needed throughout the course period. 1e are also thankful to our project mentor,
)R. T5;R<4+'+7 >. P;77+; for giving us guidance to do this research project
on 'reen Products and Perceived =nvironmental Responsi%ility of ,onsumers?
5is e@perience and knowledge has helped us immensely in successful completion
of this project.
1orking on this project has %een a great learning e@perience. 1e are thankful to all
concern people who have played active role in successful completion of this
project.
Thank you
TA-LE OF CONTENTS
*
S"2 No PARTICULARS PAGE NO2
# ;TR$)<,T;$ A
& R=B;=1 $3 7;T=R+T<R= ##
( $C>=,T;B=! &#
* R=!=+,5 4=T5$)$7$'D &(
- )+T+ ;T=RPR=T+T;$ &-
. 3;);'! *-
0 ,$,7<!;$ *0
A 7=+R;'! *E
E R=3=R=,=! -F
#F +PP=);G -#
GREEN PRODUCTS AND PERCEI.ED EN.IRONMENTAL
RESPONSI-ILIT, OF CONSUMERS3
A-STRACT
;ncreasing awareness on the various environmental issues has led a shift in the way
consumers go a%out their life. There has %een a change in consumer attitudes
towards a green lifestyle in comparison to previous years. People are actively
-
trying to reduce their impact on the environment. $rganiHations and %usiness
however have seen this change in consumer attitudes and are trying to gain an edge
in the competitive market %y e@ploiting the potential in the green market industry.
Therefore, this research project investigates the attitude of ;ndian consumers
towards the environment in general in P<= city. + survey was developed and
administered across P<=. + total of #FF consumers responded to completed the
questionnaire.
The present study makes an attempt to understand the factors that contri%utes for
environment conscious %ehavior and their awareness level for green products.
3rom the research we get to know that each and every consumer is directly or
indirectly involved in green purchase and environmentally responsi%le.
The findings of the study would help companies to have an insight a%out how to
profile green consumers.
.
C4APTER5)
INTRODUCTION
This research paper is a%out 'R== PR$)<,T! +) P=R,=;B=)
=B;R$4=T+7 R=!P$!;C;7;TD $3 ,$!<4=R! in ;ndia.
=nvironmental pro%lems are associated with human consumptionI therefore the
pro%lem of conservation is highly related to consumer consumption %ehaviour.
5ence consumersJ need to %e responsive to reduce environmental damage through
the consumption of environmental friendly products.
0
,onsumers concern with green issues is a worldwide su%ject that continuously
changes their lifestyle into %ecoming more environmentally responsi%le. $ne green
awareness event jointly o%served %y the glo%al community is the energyKsaving
campaign of switching off lights for one designated hour to reduce environmental
impact, known as =arth 5our. The program has smoothened the progress of
attaining a sustaina%le lifestyle for consumers worldwide. + consumer whose
purchasing %ehaviour is persuaded %y environmental concerns is known as a green
consumer.
;n the purchase of green products, consumers should have the awareness of the
products marketed. 4arketers try to influence each of these decisions %y providing
information that can assist in the product review. ;t is therefore of great importance
for consumers to develop this green awareness. Preceding research studies have
%een conducted on the consumerLs perception or attitude towards green products.
5ence, this study aims to e@amine the influence of consumersL environmental
concerns, awareness of green product, and price and %rand image on their
purchasing decision of green products. 3indings could provide fruitful insights for
environmental sustaina%ility that ena%le marketers to prop up greener consumption
%ehaviour among consumers.
+lthough environmental issues influence all human activities, few academic
disciplines have integrated green issues into their literature. This is especially true
of marketing. +s society %ecomes more concerned with the natural environment,
%usinesses have %egun to modify their %ehaviour in an attempt to address societyLs
?new? concerns. !ome %usinesses have %een quick to accept concepts like
environmental management systems and waste minimisation, and have integrated
environmental issues into all organisational activities. !ome evidence of this is the
development of journals such as ?Cusiness !trategy and the =nvironment? and
'reener 4anagement ;nternational,? which are specifically designed to
disseminate research relating to %usinessL environmental %ehaviour. $ne %usiness
area where environmental issues have received a great deal of discussion in the
popular and professional press is marketing. Terms like 'R== 4+R/=T;'
and =B;R$4=T+7 4+R/=T;' appear frequently in the popular press.
+ccording to the +merican 4arketing +ssociation, green marketing is the
marketing of products that are presumed to %e environmentally safe. Thus green
marketing incorporates a %road range of activities, including product modification,
A
changes to the production process, packaging changes, as well as modifying
advertising. Det defining green marketing is not a simple task here several
meanings intersect and contradict each otherI an e@ample of this will %e the
e@istence of varying social, environmental and retail definitions attached to this
term. $ther similar terms used are =nvironmental 4arketing and =cological
4arketing. Thus ?'reen 4arketing? refers to holistic marketing concept wherein
the production, marketing consumption an disposal of products and services
happen in a manner that is less detrimental to the environment with growing
awareness a%out the implications of glo%al warming, nonK%iodegrada%le solid
waste, harmful impact of pollutants etc., %oth marketers and consumers are
%ecoming increasingly sensitive to the need for switch in to green products and
services. 1hile the shift to ?green? may appear to %e e@pensive in the short term, it
will definitely prove to %e indispensa%le and advantageous, costKwise too, in the
long run.


E
C4APTER5'
RE.IE1 OF LITERATURE
'reen Products and !ustaina%ility
=fforts of companies to =nhance %rand value through sustaina%ility"
,onsumer sentiment has %een su%dued in ;ndia. Perhaps for the first time, a
fundamental energy resource constraint has driven a period of slow, volatile
growth. +lmost all sectors of consumption have e@perienced volatility and a
#F
decline in demand in the last . months. ;t appears difficult for our economy to
recover without a credi%le national focus, among consumers and companies alike,
a%out how ;ndia will sustain its long run energy 8and resource9 consumption.
;n this conte@t, a focus on sustaina%ility has generated %oth supply and demand
side opportunities for organiHations to transform their strategy and develop new
%rand propositions or enhance e@isting touchKpoints %etween %rands and target
consumers. ;n &F#(, some of the top ;ndian %rands 8ranked %y ;nter%rand9 have
used sustaina%ility initiatives as a mechanism for growing %rand equity.
The growth of %rand equity through sustaina%ility manifests in several forms.
1here sustaina%ility is key touchKpoint for a %rand, companies can"
M Target early and tap into the willingness of consumers to pay more for green
products
M !park a consumerLs recognition of the overall value of a product
M =@pand options availa%le to consumers %y providing tracea%ility and
transparency on what their product is composed of Tapping into early adopters and
willingness to pay more for green products.
##
;nterestingly and contrary to common perception, certain pockets of people in the
emerging economies are e@pressing willingness to pay more for green products as
indicated in 3igures &a and &%. 5opefully some of these will also translate into
Learly adoptersL in countries such as ;ndia, ,hina and CraHil. Perhaps this is %orne
from the consumer e@periences in these countries where folks often pay a premium
for products and services in face of shortages or to mitigate the risk of pollution
and poor quality.
K
3or companies operating in ;ndia, there is an opportunity to use green %randing to
recover costs of green design : operations, and potentially e@tend margins on
products. The opportunity to target green consumers e@ists in all major product
categories 8food and %everage, high tech consumer dura%les, appliances, %uilding
materials9. Through investment in green %randing, an e@tra #K&N margin or volume
#&
increase in fiercely competitive markets during an economic slowdown is still
worth for some companies to consider.
<sing %rands to emphasiHe product value
Crands are designed not only to capture the value of products for consumers, %ut
also to ena%le a dialogue with investors, employees and other stakeholders over
what a company is worth and capa%le of. + sustaina%ility related touchKpoint,
therefore, can usher in a %roader market transformation %y shifting the
conversation to the overall value a company provides through its products. =nergy
efficiency is one sector of sustaina%ility where this has %een tangi%ly demonstrated.
;n many sectors, green products are synonymous with energy efficient products
that ena%le a consumer to recover the premiums paid upfront over a lower usage
cost over the lifetime. ,ooling infrastructure 8Residential +,s, ,hillers,
Refrigerators9, motors, ceiling fans, TBs are energy intensive appliances. $f these,
the reduction potential in energy demand 8especially peak demand9 can offer
ongoing savings that are materially important for consumers and influence final
purchasing decisions.
#(
C== standards and la%eling programme targets a range of consumer products. $f
these, the response of consumers to energy efficiency %rands has %een incredi%ly
strong for refrigeration : cooling, white goods, and motor transport. =coK%rands
have influenced peopleLs purchasing decisions. ;n the case of washing machines,
for e@ample, while there is no meaningful onKgoing energy savings to the
consumer, ecoK%randing has still influenced peopleLs purchasing decisions as
washing machines come under the purview of other household essentials such as
fridges, +,s, and TBs for which an ecoK%rand has %ecome important.

<sing transparency and choice to drive consumer %ehavior
;n a recent survey finding released %y <nderwriters 7a%oratories, the newKage
;ndians seem to %e keen and more sensitive 8as compared to typical glo%al
consumer9 to understanding the process, material and source of various goods they
consume.
Providing visi%ility into supply chains is a technique for product differentiation.
1ithin a product set, increased visi%ility of what a product is composed of
effectively e@pands the choices availa%le to the consumer. The provision of
e@tended choice and transparency over the same product set can influence
purchasing decisions when LopenL %rands are compared to their L%lack %o@L
counterparts.There is a wellKrecogniHed glo%al trend where consumers are showing
#*
a preference for choosing sustaina%le, ecoKfriendly %rands over products that are
meKtoo in nature, and such demand is greatest in the food and %everage sector.
Review of the sustaina%ility reports of leading ;ndian corporates 8refer 3ig. *9
reveals that strategies for long term resource sustaina%ility are underway and are
gaining momentum. The market has also %egun to use car%on emissions as a %asic
universal metric for comparing the effectiveness of a range of these strategies
across industries.
!upply chain visi%ility and resource management is required to help %oost investor
confidence, as investors of ;ndiaK%ased companies are taking on unprecedented
levels of %usiness, market, 3$R=G, political and environmental risk. 5owever, the
lack of capital and increased cost of financing has constrained the a%ility of most
corporates to invest in sustaina%ility during the economic slowdown. 5ence, any
LreKthinkingL in consumption will %e incremental than transformational at present.
#-
<ndou%tedly, one can e@pect to see more corporates engaging their customers and
investors in a dialogue around sustaina%le consumption and %rand positioning will
have a critical role to play. ,ompanies can use green %rands to emphasiHe a
productLs value, not just an upfront price, during purchasing decisions. The
pressure for greening of consumption is only set to increase as consumers %egin to
demand more transparency, afforda%ility and choice over the things that they
consume.
Tips for RecogniHing a 'reen Product
5ere are some easy tips to help you identify products that are %etter for the
environment"
'reen !eal K 7ook for products that are 'reen !eal certified. To earn the 'reen
!eal, a product must meet strong environmental standards as demonstrated %y
rigorous evaluations and testing. Barious cleaning and paper products are 'reen
!eal certified.
Ciodegrada%le Products ;nstitute K ,omposta%le certification means that
Products meet +!T4 ;nternational standards for %iodegrada%ility when
composted.
,hlorine 3ree K !elect products that are chlorine free. Products that are
manufactured and %rightened without chlorine or chlorine %yproducts are %etter for
the environment.
=P+ )3= Program K <se commercial cleaning and maintenance products that the
<.!. =nvironmental Protection +gency )3= program has identified as having
improved environmental and human health characteristics.
=co 7ogo K !hop %y logo, or the =co 7ogo that isO The =co 7ogo sets standards
and certifies that products are environmentally prefera%le across the entire product
life cycle.
3!, ,ertified K 7ook for the 3orest !tewardship ,ouncil 83!,9 certification. This
nonprofit organiHation is devoted to the responsi%le management of the worldJs
forests. The 3!, logo indicates that wood products have come from responsi%ly
managed forests.
#.
Recycla%le K Possi%ly the most recogniHed sign of an environmentally prefera%le
product is the recycla%le sign that designates a product or its package can %e
recycled. There are many other resources availa%le, which can provide inKdepth
information.
;nvolvement could %e as simple as the following si@ things"
#9 Requiring more recycled content in the items we purchaseI
&9 )iscontinuing the use of disposa%le water %ottlesI
(9 <sing certified green cleaning productsI
*9 +dopting a green cleaning policyI
-9 Reducing:eliminating the items we printI
.9 ;nstalling solarKpowered motion sensor lighting that only turns on when needed.
$ur collective involvement is important as we all play a critical role in shaping the
attri%utes of the sustaina%ility movement.
In&erences dra6n $% arious studies t7at 6e ca!e across
+s resources are limited and human wants are unlimited, it is important for the
marketers to utiliHe the resources efficiently without waste as well as to achieve the
organiHationJs o%jective. !o green marketing is inevita%le. There is growing
interest among the consumers all over the world regarding protection of
environment.
;ndian literate and ur%an consumer is getting more aware a%out the merits of green
products. Cut it is still a new concept for the masses. The consumer needs to %e
educated and made aware of the environmental threats. The new green movements
need to reach masses and that will take a lot of time and effort. Cy ;ndiaJs
ayurvedic heritage, ;ndian consumers do appreciate the importance of using natural
and her%al %eauty products. ;ndian customer is e@posed to healthy living lifestyles
such as yoga and natural food consumption. ;n those aspects the consumer is
already aware and will %e inclined to accept the green products.
4any firms and customers are %eginning to realiHe that they are mem%ers of the
wider community and therefore must %ehave in an environmentally responsi%le
fashion. This translates into firms that %elieve they must achieve environmental
o%jectives as well as profit related o%jectives. This results in environmental issues
%eing integrated into the firmJs corporate culture. There are e@amples of firms
#0
adopting %oth strategies. +n e@ample of a firm that does not promote its
environmental initiative is ,ocaK,ola. They have invested large sums of money in
various recycling activities, as well as having modified their packaging to
minimiHe its environmental impact. 1hile %eing concerned a%out the environment,
,oke has not used this concern as a marketing tool.
1alt )isney 1orld has an e@tensive waste management program and infrastructure
in place, yet these facilities are not highlighted in their general tourist promotional
activities.
1hen companies come up with new innovations like ecoKfriendly products, they
can access new markets, enhance their market shares, and increase profits. >ust as
we have *PsK product, price, place, promotion in marketing, we have *Ps in green
marketing too, %ut they are a %it different. The firms need to focus a lot on the
process of manufacturing it, its packaging and la%eling as an eco friendly product
as well its promotion %y keeping people, planet and profits in mind. +ccording to
the 'reen ,onsumption report %y Preeti 1adhwa and )r. !achin !. Bernekar
8)ecem%er &F##9 the influence emerged from green marketing strategies on
consumerPs %uying decisions is strong. The findings of the report show that AEN of
respondents have indicated that ecoKfriendly packaging is strongly influenced on
their %uying %ehavior. +ccording to the findings, .&N of respondents and (.N of
respondents have indicated %ioK degrada%le packing will affect in a strong and
moderate way respectively on their %uying decisions. =ven though distri%ution has
not a %ig involvement to the green marketing, *.N of consumers are willing to get
the services from places and distri%ution channels which are not cause to
environmental pollution. 8=.g. eco friendly hotels9 and others go for any choice
considering cost and convenience. +nd also, .&N of employees are willing to get
the services from outlets which are not situated in the polluted environment.
;t surely does influence the consumerJs %uying %ehavior, %ut it we cannot neglect
the effects of a %udget constraint due to the weakening economic situation or any
other factor in a consumerJs life. ;t creates tension %etween the desire for high
family value and supporting sustaina%le products. ;t forces people to choose
%etween emotional desires and economic %udget decisions. There are signs that
consumer purchasing %ehavior changes as people adjust to fulfill their needs with
less money. !ome .-N of consumers feel that paying more for sustaina%le
products is not an option. This suggests the need for %rands to respond to growing
consumer demands for value or from their green products.
+ccording to a research paper ;mpact of ecoKfriendly products on consumer
%ehavior %y )r. !uresh !. /awitkar 8>anuary &F#(9 only (*N of the products of
daily use in 0*N of the users are ecoKfriendly. That means market is left with so
much of potential. There is %right future for eco friendly product in days to come.
There is untapped area where the concept is yet to reach.
#A
;n %rief, it can %e concluded that in the purchase of green products, consumers
should have the awareness of the products marketed. 4arketers try to influence
each of these decisions %y providing information that can assist in the product
review. ;t is therefore of great importance for consumers to develop this green
awareness. Preceding research studies have %een conducted on the consumerLs
perception or attitude towards green products. 5ence, this study aims to e@amine
the influence of consumersL environmental concerns, awareness of green product,
and price and %rand image on their purchasing decision of green products. 3indings
could provide fruitful insights for environmental sustaina%ility that ena%les
marketers to prop up greener consumption %ehaviour among consumers. This study
is an attempt to contri%ute for the 'reen ,onsumption +wareness ,ampaign.

#E
C4APTER5*

O-8ECTI.ES
&F
4+; $C>=,T;B="
To study the influence of 'reen Products and perceived =nvironmental
Responsi%ility of ,onsumers.
!<CK$C>=,T;B=!"
To study the of level of awareness of the environment friendly products
among the customer
To find out the consumer %eliefs and attitude towards environment friendly
products.
To understand the influence of green marketing on consumersL purchase
decision.
&#
C4APTER 5+
RESEARC4 MET4ODOLOG,
&&
RESEARC4 DESIGN95
This study is qualitative as well as quantitative in nature, interpreting the issue in a
comprehensive way. ;t is %ased on descriptive research design.
SAMPLING DESIGN95
onKPro%a%ility, ,onvenience sampling technique. !ampling units 8individuals9
identified were those who were literates.
DATA95
The primary data was collected from the respondents through wellKstructured
questionnaire.
ecessary information on the topic has %een gathered on the %asis of reviewing
relevant literature from different pu%lished and unpu%lished sources of
information.
+ five point 7ikert !cale ranging from #8strongly disagree9 to -8strongly agree9
was used for o%taining responses.
SAMPLE SI0E95
#FF samples selected from different areas of P<= city.
8 )mart, CanerI Cig CaHaar, CanerI Reliance 3resh 4art,+undhI )mart,
5injewadiI )mart, ,hinchwadI Cig CaHaar,,hinchwad9
PERIOD OF STUD,95
>anuary to 4arch &F#*
LIMITATIONS OF T4E STUD,95
This study is %ased on #FF respondents of Pune city only. ,onsidering the limited
geography and num%er of respondents, the findings of the study may have their
own limitations in their applica%ility to other parts of the country.
&(
C4APTER5:
DATA INTERPRETATION
&*
)escriptive analysis indicated the demographic profile of the respondents, their
perceptions and factors that influence their perception and willingness to pay for
green products.
)emographic Profile of the Respondents
Gender
Gender Fre;uenc% Percenta<e
Ma"e 0# 0#N
Fe!a"e &E &EN
TOTAL )(( )((=
Data inter#retation
0#N of the total respondents are male
&EN are female
A<e
A<e Fre;uenc% Percenta<e
&-
)>5*( %ears .- .-N
*(5+( %ears (F (FN
+(5:( %ears * *N
More t7an :( # #N
TOTAL )(( )((=
Data Inter#retation
.-N of the respondents are %etween the ages of #A to (F years.
(FN of the respondents are %etween the ages of (F to *F years.
*N of the respondents are %etween the ages of *F to -F years.
#N of the respondents are a%ove the age of -F years.
Findin<s
The highest num%ers of respondents are %etween the ages of #A to (F years.
Occu#ation
&.
Occu#ation Fre;uenc% Percenta<e
Pu$"ic sector ## ##N
Priate sector (- (-N
Se"& e!#"o%ed #A #AN
Student (. (.N
TOTAL )(( )((=
Data inter#retation
##N of the respondents work in the pu%lic sector.
(-Nof the respondents work in the private sector.
#AN of the respondents are selfKemployed.
(.Nof the respondents are students.
Findin<s
The highest num%ers of respondents are students.
Inco!e
&0
Inco!e Fre;uenc% Percenta<e
Less t7an'2: "acs (A (AN
'2: to : "acs (. (.N
: to )( "acs &( &(N
More t7an )( "acs ( (N
TOTAL )(( )((=
Data inter#retation
(AN of the respondents earn less than Rs &.- lakhs annually.
(.N of the respondents earn %etween &.- to - lakhs annually.
&(Nof the respondents earn %etween - to #F lakhs annually.
(N of the respondents are earning more than #F lakhs annually.
Findin<s
The annual income of highest num%er of respondents is less than &.- lakhs.
Gie %our o#inion $ased on %our a6areness and ?no6"ed<e o& eco5&riend"%
#roducts@
&A
AUESTIONS ,ES NO
a. 5ave you heard a%out ecoKfriendly
productsQ
#FFN FN
%. +re you aware of any such productsQ EFN #FN
c. +re you aware that purchasing ecoK
friendly products will contri%ute to the
sustaina%le future Q
E&N AN
Data inter#retation95
1ith the help of the survey that was conducted it was found out that #FFN
of the respondents have heard a%out green products.
&E
The percentage of respondents who are aware of any green products areEFN
and those who did not knew any such products amounted to #FN.
1hen respondents were asked a%out their understanding a%out the concept
green, results revealed that E& N of the respondents associated green with
the term contri%ute to sustaina%le future.
P"ease !ention t7e source to 67ic7 %ou $eca!e a6are o& BGREEN
PRODUCTS3 or BECO FRIENDL, PRODUCTS3@
F Television F 4agaHines F ewspapers $thers
(F
Sources Fre;uenc% Percenta<e
Te"eision *& *&N
Ma<aCines &* &*N
Ne6s#a#ers &( &(N
Ot7ers ## ##N
TOTAL )(( )((=
Data inter#retation95
1ith the help of the survey conducted we can say that
There are *&Nof people %ecame aware of green products through television
There are &*N of people who %ecame aware through magaHines
There are &(N of people who %ecame aware through newspapers
There are ##N of people who %ecame aware through other sources
Findin<s95
The num%er of advertisements that are shown on televisions helps the consumers
to get information a%out green products.
17ic7 o& t7e &o""o6in< cate<or% or cate<ories o& ECO FRIENDL,
PRODUCTS do %ou <enera""% does #urc7ase@
Eco Friend"% Products Fre;uenc% Percenta<e
Food &. &.N
C"ot7in< &- &-N
(#
Cos!etics &0 &0N
Ot7ers(S7oes, s"ee#ers,
e"ectronics)
&& &&N
TOTAL )(( )((=
Data inter#retation95
1ith the help of survey conducted we can say that"
&.N of consumers prefer to purchase food items
&-N of consumers prefer to purchase clothes.
&0N of consumers prefer to purchase cosmetics.
&&N of consumers prefer to purchase others items like electronics, home
decor etc.
Findin<s95
There are a variety of green products availa%le in different categories. 5ence, the
consumer has a large num%er of options availa%le in the market that is why the
purchasing is more or less the same in each category.
17at is t7e &re;uenc% o& %our #urc7ase o& ECO FRIENDL, PRODUCTS@
F 5igh F 7ow F 4oderate
Purc7ase Fre;uenc% Percenta<e
4i<7 &* &*N
(&
Lo6 &. &.N
Moderate -F -FN
TOTAL )(( )((=
Data inter#retation95
3rom the a%ove ta%le and graph we can say that
&*N of consumers purchase green products at a high frequency.
&.N of consumers purchase green products at a low frequency.
-FN of consumers purchase green products at a moderate frequency.
Findin<s95
The %uying %ehavior of the consumers or the amount of spending a consumer does,
depends upon the income he gets. The respondents were mainly getting an income
%etween Pless than &.- lakhs to P- lakhs annually.
Gie %our o#inion $ased on %our 6i""in<ness to #a% &or eco5&riend"% #roducts2
State!ent ,es No Tota"
((
A) Do %ou a<ree t7at t7e
#rice o& eco5&riend"%
#roducts is su##osed to
$e 7i<7er@
.FN *FN )((=
-) Are %ou 6i""in< to #a%
!ore &or eco5&riend"%
#roducts@
0&N &AN )((=
Data inter#retation9
The a%ove ta%le and graphs shows that"
The consumers who are agree that price of ecoKfriendly products supposed
to %e higher are .FN and consumers who are disagree to this are &AN.
The consumers who are willing to pay more for ecoKfriendly products are
0&N and consumers who are not willing to pay more are &AN.
Findin<9
3rom the study we can say that"
(*
Price of eco friendly products or higher
1illing to pay more such products
4ore consumers are of the opinion that prices of ecoKfriendly products are to
%e high.
4ore consumers are willing to pay more for ecoKfriendly products.
4o6 !uc7 are %ou 6i""in< to #a% !ore &or eco5&riend"% #roducts@
state!ent Fre;uenc% Percenta<e
(-
Less t7an := &. &.N
:=to )(= *. *.N
)(= to '(= &* &*N
'(= to *(= * *N
Tota" )(( )((=
Data Inter#retation9
The a%ove ta%le and graph shows that there are &.N of consumers who are willing
to pay less than -N more, *.N consumers willing to pay -N to #FN more, &*N of
consumers who are willing to pay #FN to &FN more, *N of the consumers willing
to pay &FN to (FN more for green products.
Findin<s9
The o%servation shows that there are more people who are ready to pay -N to #FN
more for ecoKfriendly products.
Eniron!enta" consciousness
(.
1ILLINGNESS TO PA, EDTRA
s2no Auestions
S
t
r
o
n
<
"
%

a
<
r
e
e
A
<
r
e
e
N
u
e
t
r
a
"
D
i
s
a
<
r
e
e
S
t
r
o
n
<
"
%

d
i
s
a
<
r
e
e
T
o
t
a
"
a. ; would descri%e myself as
environmentally responsi%le. &E *E #E ( F *F*
%. ; care a%out %uying
environmentally friendly products (( ** &# & F *FA
c. 1hen ; purchase products, ; tried to
make efforts to %uy products that
are low in pollutants (A (F &E ( F *F(
d. ;f ; understand the potential
damage to the environment that
some products can cause ,; do not
purchase those products (* (( &0 - # (E*
e. ; have purchased light %ul%s that
were more e@pensive %ut saved
energy *# (0 &F & F *#0
f. ; make every effort to reduce the
use of plastic %ags *( (# #. 0 F *F#
; have convinced mem%ers of my
family or friends not to %uy some
products which are harmful to the
environment &( (( (- A # (.E
h. ; am concerned a%out the current
environmental state the world is in *( (- &F & F *#E
i. ; will not %uy a product if the
company which sells it is
environmentally irresponsi%le &* (( (( E # (0F
j. Ceing environmentally responsi%le
enhances the quality of life (E -F E & F *&.
h. ;t increases higher level of
satisfaction (E *- #* # # *&F
.
Eniro!enta" Consicouness
Tota"
Scores
(0
=nvironmentally Responsi%le *F*
,are a%out %uying environmentally friendly Products *FA
while purchasing make efforts to %uy products that are low in
pollutants *F(
<understand the potential damage happening to environment (E*
Purchase light %ul% that are e@pensive %ut save energy *#0
4ake effort to reduce the use of plastic %ags *F#
,onvinced my family 2 friends for ecoKfriendly products (.E
,oncerned a%out the current state of environmental situation *#E
1ill not %uy a product if the company is irresponsi%le (0F
Ceing environmental responsi%le enhance quality of life *&.
;ncrease higher level of satisfaction *&F
Tota" score **(#
0(A.-
(A
Data inter#retation95
*EN of the consumers descri%e themselves as environmentally responsi%le.
**N say that they care a%out %uying environment friendly products.
(AN say that they try to %uy products that are low on pollutants
(*N say that they want purchase the products which they think can
potentially damage the environment
*#N of the consumers %uy light %ul%s which are e@pensive %ut save energy.
*(N of the consumers say that they make every effort to reduce the use of
plastic %ags
$nly &(N of the consumers say that they could convince their family and
friends to not %uy certain products that are harmful to the environment.
*(N of the consumers say that they are concerned a%out the current
environmental state
$nly &*N customers say that they will not %uy a product if the company
which sells it is not environmentally responsi%le
-FN of the consumers agree to the fact that %eing environmentally
responsi%le enhances the quality of life.
*-N of the consumers think that %uying eco friendly products increases their
level of satisfaction from the purchase.
(E
Rank
s.no !tatement #
st
&
nd
(
rd
*
th
Total
+. Product atural 2 vegetarian
ingredients
&A &0 &A #0 &0A
Recycled packaging
=coKfriendly la%els
C. Price Prestige price and
'reen %enefits &0 #E &* (F &-0
,. P"ace <se of energy saving
devices8e@ample" 7=)
lamps9
(( (0 #* #. &#(
,ar%on emissions
produced %y consumers
vehicles to get to the
store
). Pro!otion =nvironmental
campaign
#& #0 (* (0 &E.
,ompanyJs honesty
towards ecoKfriendly
claims
!torekeepers %ehavior
2 awareness towards
environmental
protection
!.no
Percentage rank
Promotion &FN #
Place &-N &
Price &0N (
Product &AN *
*F
Data Inter#retation95
+ companyLs environmental campaign , honesty towards ecoKfriendly claims and
storekeeperLs %ehavior towards environmental protection are the factors which have
%een ranked #st %y the consumers in terms of the influence these factors have on
their purchase decision.
The natural 2 vegetarian ingredients in a product, recycled packaging and eco
friendly la%els have %een ranked &nd in terms of the influence they have on the
customerLs purchase decision.
Prestige price and %enefits come on rank no. ( when a consumer is evaluating
his:her purchase of ecoKfriendly products.
<se of energy saving lamps and car%on emissions produced %y consumerLs vehicle
to get to the store get the least amount of weightage, therefore they have %een
rankedno.*.
Findin<s95
*#
;t is a companyLs green marketing campaign that plays a major role in
influencing the customerLs %uying process with respect to environment
friendly products.
C4APTER5E
*&
FINDINGS
3ollowing findings were recorded in accordance with the o%jectives of the
research"K
A1ARENESS LE.EL
+ll the respondents are aware a%out ecoKfriendly products %ecause the
companies are trying to %ecome green themselves.
4arketers are promoting their green products on a large scale.
+ larger amount of respondents are aware of ecoKfriendly products %ecause
they are concerned a%out the environment and they %uy products which do
not harm the environment. This is what makes them aware a%out such
products.
E&N of the respondents knew that the ecoKfriendly products contri%ute to
sustaina%le future %ecause the companies are taking initiatives to make the
consumers aware a%out the %enefits of green products.
The num%er of advertisements that are shown on televisions helps the
consumers to get information a%out green products.
-ELIEFS AND ATTITUDE TO1ARDS ECO5FRIENDL, PRODUCTS
There are a variety of green products availa%le in different categories.
5ence, the consumer has a large num%er of options availa%le in the market
that is why the purchasing is more or less the same in each category.
The %uying %ehavior of the consumers or the amount of spending a
consumer does depend upon the income he gets.
4ore consumers are of the opinion that prices of ecoKfriendly products are
high. The respondents were mainly getting incomes %etween Pless than &.-
lakhs to P- lakhs annually.
4a@imum respondents are willing to pay more for ecoKfriendly products.
The o%servation shows that there are more people who are ready to pay -N
to #FN more for ecoKfriendly products
*(
1e see that a large num%er of people now see themselves as
environmentally responsi%le and that they care a%out spending on ecoK
friendly products.
,ustomers are %ecoming proactive %y trying not to purchase products that
may potentially damage the environmentI in their quest of %ecoming
environmentally responsi%le they make every effort to reduce their usage of
plastic %ags.
=ven though the customers donLt seem very keen on convincing their family
and peers to not %uy a certain product that is harmful to the environment,
they will %uy certain electronic products that save energy.
+s a lot of people are now concerned with the current environmental state
around the world, they have started associating the purchase of ecoKfriendly
products with an increase in their level of satisfaction.
INFLUENCE OF GREEN MAR/ETING ON -U,ING -E4A.IOUR OF
T4E CONSUMER
;t was seen that it is the promotional activities undertaken %y a company for
its green marketing campaign which have a huge influence on the purchase
decision of the consumers.
;t is the green marketing campaign of a company that is responsi%le for
convincing the customers to pay a prestige price for the ecoKfriendly
products, as, a lot of emphasis lays on the prestige price that the consumers
have to pay and the %enefits that they get from the purchase.
**
C4APTER5F
*-
CONCLUSION
The Present study some insights regarding factor that influencing consumerJs
perceptions and willingness to pay for green products.
The most significant factors found were personal %enefit, price, and convenience of
use, performance, availa%ility, concern for environment and health concern. These
factors along with product category have significant influence in determine the
total premium that an individual was willing to pay for green products.
This study reveals that gone are the times when people lacked ?green knowledge?,
when organisations %elieved that marketing aspects such as developing a proper
supply chain, packaging, pricing etc take precedence over green marketing
initiatives.
People are %eginning to realiHe their role and responsi%ilities towards the
environment. +lthough this change is not happening quickly, it is happening.
Cusinesses are looking towards gaining an edge in the green market industry %y
trying to reKpackage their products into a more environmental friendly product.
They are cutting down on e@tras and wasted materials and turning their operations
into more efficient and green operation.
,ompanies are also starting to educate the masses with an increase in advertising
that puts emphasis on green products and how they are more %eneficial for the
consumers. This kind of advertising goes a long way in educating the masses and
promoting the concept of green products among the people.
1ith more and more consumers willing to pay a little e@tra towards green
products, organiHations are taking notice of the demands and %ehavior and attitude
of the consumers. 1e o%serve now a dayJs consumers are empowered .There is
perceived environmental responsi%ility among the respondents .This o%servation
really a small ray of light towards 'R== concept.
*.
C4APTER5>
*0
LEARNINGS

+s the awareness level of people a%out the ecoKfriendly products is
increasing, the pressure on the companies to green is tremendously
increasing.
<nlike a few years ago, customers are more willing to pay a premium price
to purchase ecoKfriendly products.
+ lot of customers now think of themselves as environmentally responsi%le,
as a result, they try to %uy products that are low on pollutants.
The range of categories of ecoKfriendly products and services that customers
choose from is still very narrow.
1e got to learn that among the * PJs of green marketing promotion is the
one that mainly influence the customerJs %uying %ehavior. +s mere
knowledge a%out the ecoKfriendly characteristics does not convince them to
pay a premium price for the products.
*A
REFERENCES
+ggarwal, Preeti 8&F#(9,'reen 4arketing ;n ;ndia" =merging $pportunities and
,hallenges, 'lo%al >ournal of ,ommerce and 4anagement Perspective, &8*9"A-K
AA
,herian, >aco% and >aco% >olly 8&F#&9,'reen 4arketing" + !tudy of ,onsumersJ
+ttitude towards =nvironment 3riendly Products, +sian !ocial !cience,
A8#&9"##0K##A
/awitkar, !uresh !. 8&F#(9,;mpact of =coK3riendly Products on =coK3riendly
Products on ,onsumer Cehaviour, ;nternational ;nde@ and Referred Research
>ournal, *8*F9"*&K**
4anju 8&F#&9,'reen 4arketing" ew 5opes and ,hallenges, !pectrum" +
>ournal of 4ultidisciplinary Research, #8E9"*-K*0
4ahapatra, !a%ita 8&F#(9,+ !tudy on ,onsumerJs Perception for 'reen Products"
+n =mpirical !tudy from ;ndia, ;nternational >ournal of 4anagement and
;nformation Technology, 08#9"E&*KE&-
!udha, R. 8&F#&9,'reen 4arketing in ;ndia, ame@ ;nternational >ournal of
4anagement Research, &8#9"#F*K#F0
Berneker, !achin !. and Preeti 1adhwa 8&F##9,+n =mpirical !tudy of ,onsumers
+ttitudes and Perception Regarding =coK3riendly 34,' Products, $pinion,
#8#9".EK0#
1./, !arwade and 4ilind )eshpande 8&F#&9,,onceptual )evelopment of 'reen
4arketing in ;ndia, =@cel >ournal of =ngineering Technology and 4anagement
!cience, #8&9"(K*
http"::d@.doi.org:#F.--(E:ass.vAn#&p##0
*E
APPENDID
GREEN MAR/ETING AUESTIONNAIRE
Dear sir:4adam,
1e the students of INDIRA INSTITUTE OF MANAGEMENT,PUNE are
conducting a market research to know the GREEN PRODUCTS AND
PERCEIVED ENVIRONMENTAL RESPONSIBILTY OF CONSUMERS in
Pune city.
/indly e@tent your cooperation in filling this questionnaire and ena%le us to
conduct the research successfully.
#. ame " 6666666666666666666666
&. 'ender "
(. +ge"
8+9 #A to
(F years
8C9 (F to
*F years
8,9 *F to -F
years
8)9 4ore than
-F years
*. $ccupation "
8+9 Pu%li
c sector
8C9 Priva
te sector
8,9!elf
employed
8)9 !tudent
-. +nnual income 8in lacs.9"
8+ 97ess than &.- 8C9 &.- to - lacs 8,9- to #F lacs 8)9 4ore than #F
-F
4ale 3emale
lacs lacs
.. 'ive your opinion %ased on your awareness and knowledge of ecoKfriendly
products
AUESTIONS ,ES NO
a. 5ave you heard a%out ecoK
friendly productsQ
%. +re you aware of any such
productsQ
c. +re you aware that purchasing
ecoKfriendly products will
contri%ute to the sustaina%le
future Q
0. Please mention the source to which you %ecame aware of 'R==
PR$)<,T! or =,$ 3R;=)7D PR$)<,T!Q
8+9 Televis
ion
8C9 4agaHi
nes
8,9 ewspa
pers
8)9
$thers
A. 1hich of the following category or categories of =,$ 3R;=)7D
PR$)<,T! do you generally does purchaseQ
8+9 3
ood
8C9 ,loth
ing
8,9 ,osme
tics
8)9 $th
ers
E. 1hat is the frequency of your purchase of =,$ 3R;=)7D PR$)<,T!Q
-#
8+9 5igh 8C9 7ow 8,9 4oderate
#F. 'ive your opinion %ased on your 1ILLINGNESS TO PA, for ecoK
friendly products2
R<=!T;$! D=! $
a. )o you agree that the price of
ecoKfriendly products is
supposed to %e higherQ
%. +re you willing to pay more for
ecoKfriendly productsQ
##. 5ow much are you willing to pay more for ecoKfriendly productsQ
8+9 7ess
than -N
8C9 -N
to #FN
8,9 #FN
to &FN
8)9 &FN
to (FN
#&. The following is for understanding environmental consciousness please
give your opinion.
R<=!T;$! +'R=
=
!TR$'
7D
+'R==
<=TR
+7
);!+'R
==
!TR$'
7D
);!+'R=
=
a
.
; would
descri%e
myself as
environmenta
lly
-&
responsi%le.
%
.
; care a%out
%uying
environmenta
lly friendly
products
c
.
1hen ;
purchase
products, ;
tried to make
efforts to %uy
products that
are low in
pollutants
d
.
;f ;
understand
the potential
damage to
the
environment
that some
products can
cause ,; do
not purchase
those
products
e
.
; have
purchased
light %ul%s
that were
more
e@pensive %ut
-(
saved energy
f. ; make every
effort to
reduce the
use of plastic
%ags

g
.
; have
convinced
mem%ers of
my family or
friends not to
%uy some
products
which are
harmful to
the
environment
h
.
; am
concerned
a%out the
current
environmenta
l state the
world is in
i. ; will not
%uy a product
if the
company
which sells it
is
environmenta
lly
-*
irresponsi%le
j. Ceing
environmenta
lly
responsi%le
enhances the
quality of life
h
.
;t increases
higher level
of
satisfaction
#(.1hich of the following 'R== 4+R/=T;' dimension do you consider
as important while you do purchase.
8Most #re&erred di!ension s7ou"d $e <ien )
st
ran? &o""o6ed $% ot7ers)
DIMENSIONS RAN/
A2
atural 2 vegetarian ingredients
Recycled packaging
=coKfriendly la%els
-2 Prestige price and 'reen %enefits
C2 <se of energy saving devices8e@ample"
7=) lamps9
,ar%on emissions produced %y
consumers vehicles to get to the store
D2 =nvironmental campaign
,ompanyJs honesty towards ecoK
friendly claims
!torekeepers %ehavior 2 awareness
towards environmental protection
--
#*.Please mention your suggestions or recommendations for enhancing
environmental consciousness among the consumers"
666666666666666666666666666666666666666666666666666666666666
666666666666666666666666666666666666666666666666666666666666
T5+/ D$<
-.