Green Marketing

International Journal of Applied Home Science REVEIW PAPER
Volume 4 (11&12), November & December (2017) : 1159-1163 ISSN : 2394-1413

Received : 05.11.2017; Revised : 14.11.2017; Accepted : 24.11.2017
Green marketing : An emerging trend to change

customer behaviour
POONAM*1 AND ADITI VATS2

1
Ph.D. Scholar and 2Professor
Department of Family Resource Management
College of Home Science, G.B. Pant University of Agriculture and Technology, Pantnagar,
U.S. Nagar (Uttarakhand) India
ABSTRACT
Consumers are searching for green products that is produced under environment- friendly
condition and considered green by nature. A series of health consequences and environment
issues have brought about awareness among consumers to become conscious of their
consumption behaviour. Consumers are more conscious for their needs and preferences to get
maximum satisfaction from different goods and services. Consumers are same throughout the
world and the differences are observed only in their buying and consumption patterns. Green
marketing is the holistic marketing concept, where in the production, marketing consumption
and disposal of products and services happen in a manner that is less detrimental to the
environment with growing awareness about implication of global warming, non- biodegradable
solid waste, harmful impact of pollutants etc. Both marketers and consumers are becoming
increasingly sensitive to the need to switch into green products and services. While the shifts
to “green” may appear to be expensive in the short term, it will definitely prove to be indispensable
and advantageous, cost- wise too, in the long run. These differences may be due to existing
social, environmental, regional and situational variables. The other forces are buyer perception,
self -concept, cultural background, age, stage of family life cycle, attitude, belief, values,
motivation, and personality. All over the world consumer behave rationality and specially. They
prefer to maximize the satisfaction within available resources. Therefore, for all products and
service providers it is essential to understand the specific behaviour of consumers. As a result,
green marketing has emerged which speaks for the growing market for sustainable and socially
responsible products and services. Thus the growing awareness among the consumers all over
the world regarding protection of the environment in which they live, people do want to bequeath
a clean earth to their off-springs.
Key Words : Green marketing, Consumer behaviour, Attitude perception
INTRODUCTION
Green marketing is the process of selling products and/or services based on their
Cite this Article: Poonam and Vats, Aditi (2017). Green marketing : An emerging trend to change customer
behaviour. Internat. J. Appl. Home Sci., 4 (11 & 12) : 1159-1163.
POONAM AND ADITI VATS
environmental benefits. Such a product may be environmentally friendly in itself or produced

and/ or packaged in this way. The marketing of products that are presumed to be
environmentally safe to minimize negative effects on the physical environment or to improve
its quality. Green marketing incorporates a broad range of activities, including product
modification, changes to the production process, packaging changes, as well as modifying
advertising. Green Marketing as the activities taken by firms that are concern about the
environment or green problems by delivering the environmentally sound goods or services to
create consumers and society‘s satisfaction. Green Marketing is not all about manufacturing
green products and services but encompassing all those marketing activities that are needed
to develop and sustain consumers? eco-friendly attitudes and behaviours in a way that helps
in creating minimal detrimental impact on the environment.
Characteristics of green products :

– Products those are recyclable, reusable and biodegradable
– Products with natural ingredients
– Products containing recycled contents, non-toxic chemical
– Products contents under approved chemical
– Products that do not harm or pollute the environment
– Products that will not be tested on animals
– Products that have eco-friendly packaging i.e. reusable, refillable containers etc.
Phases of green marketing :

– Ecological
– Environmental
– Sustainable
Emerging need for green marketing :

Opportunity:
In India, around 25 per cent of the consumers prefer environmental-friendly products
and appears that all types of consumers, both individual and industrial are becoming more
concerned and aware about the natural environment.
Social responsibility:
– Firms in this situation can take two perspectives:
– They can use the fact that they are environmentally responsible as a marketing tool
– They can become responsible without promoting this fact.
Governmental pressure:
– Reduce production of harmful goods or by-products
– Modify consumer and industry’s use and/or consumption of harmful goods
– Ensure that all types of consumers have the ability to evaluate the environmental
composition of goods.
(1160) Internat. J. Appl. Home Sci. | Nov. & Dec., 2017 | 4 (11 & 12)
GREEN MARKETING : AN EMERGING TREND TO CHANGE CUSTOMER BEHAVIOUR
Competitive pressure:
– Another major force in the environmental marketing area has been a firm‘s desire
to maintain its competitive position. In many cases, firms observe competitors promoting
their environmental behaviors and attempt to emulate this behavior. It is only in some instances
that this competitive pressure causes an entire industry to modify and thus reduce its
detrimental environmental behavior.
Cost reduction:
– Reduction of harmful waste may lead to substantial cost savings. Sometimes, many
firms develop symbiotic relationship whereby the waste generated by one company is used
by another as a cost-effective raw material.
Advantages of green marketing :

– It ensures sustained long-term growth along with profitability.
– It saves money in the long run, thought initially the cost is more.
– It helps companies market their products and services keeping the environment
aspects in mind.
– It helps in accessing the new markets and enjoying competitive advantage.
– Most of the employees also feel proud and responsible to be working for an
environmentally responsible company.
Challenges faced by green marketing :

– Need for standardization
– New concept
– Patience and perseverance
– Avoiding green myopia
Barriers to green marketing :

– Lack of awareness
– Distrust
– Negative perceptions
– High prices
Green marketing and customer satisfaction :

Most consumers’ spending pattern shows that they have a desire for brands that ‘go
green’. Consumers not only want to buy their products but are willing to pay more for it.
Consumers are motivated to buy from companies that are eco-friendly in the production.
Golden rules of green marketing :

– Know your customer.
– Be-transparent
– Consider your pricing
– Reassure the buyer.
Internat. J. Appl. Home Sci. | Nov. & Dec., 2017 | 4 (11 & 12) (1161)
POONAM AND ADITI VATS
– Educating your customers

– Being genuine and honest
– Bring products to the people
– Give opportunity to participate
How to enhance green marketing :

– There has to be a stimulus provided by the Government to encourage and support
the manufacturers who are manufacturing green products by providing subsidies.
– Financial assistance should be given in the form of easy loan facility to equip for
manufacturing green products.
– Tax incentives or Tax holidays will also help the small and medium scale
manufacturers as green marketing is costly.
– Awards and recognition should be given to those who successfully practice green
marketing which becomes a motivating factor for others to implement it.
– Social advertising to be carried out on a large scale through various medias to promote
environment friendly practices, to promote the consumption of green products.
– Promotion of Eco-mark or Eco-labelling has to be done to create awareness not
only amongst manufacturers but also consumers.
Top companies that paint India green :

ITC Limited :
Every day is Environment Day at TML, one of the top green firms in India. Tata Motors
is setting up an eco-friendly showroom using natural building material for its flooring and
energy efficient lights. Tata Motors said the project is at a preliminary stage.
Tata Metaliks Limited (TML) :

Every day is Environment Day at TML, one of the top green firms in India. Tata Motors
is setting up an eco-friendly showroom using natural building material for its flooring and
energy efficient lights. Tata Motors said the project is at a preliminary stage.
Tamil Nadu Newsprint and Papers Limited (TNPL)

Adjudged the best performer in the 2009-2010 Green Business Survey, TNPL was
awarded the Green Business Leadership Award in the Pulp and Paper Sector. The initiatives
undertaken by this top green firm in India includes two Clean Development Mechanism
projects and a wind farm project that helped generate 2,30,323 Carbon Emission Reductions
earning Rs. 17.40 Crore.
HCL technologies :
This IT major may be considered as the icon of Indian green initiatives, thanks to the
“go green” steps taken in solving the problem of toxics and e-waste in the electronics industry.
HCL is committed to phasing out the hazardous vinyl plastic and Brominated Flame Retardants
from its products and has called for a Restriction on Hazardous Substances (RoHS) legislation
in India.
(1162) Internat. J. Appl. Home Sci. | Nov. & Dec., 2017 | 4 (11 & 12)
GREEN MARKETING : AN EMERGING TREND TO CHANGE CUSTOMER BEHAVIOUR
IndusInd Bank :
Green banking has been catching up as among the top Indian green initiatives ever
since IndusInd opened the country’s first solar-powered ATM and pioneered an eco-savvy
change in the Indian banking sector. The bank is planning for more such initiatives in addressing
the challenges of climate change.
Conclusion :
Environmental pollution is one of the most serious problems facing humanity and other
life forms on our planet today. So it‘s the right time to implement the Green Marketing in
India. Consumer awareness can be increased by the government in association with NGOs.
Green Marketing makes drastic change in the business not even in India but save the world
from pollution. Corporate should create the awareness among the consumers, what are the
benefits of green as compared to non green ones.
REFERENCES
Boztep, A. (2012). Green marketing and its impact on consumer buying behavior. European J. Econ. &
Political Studies, 5 (1) :5-21.
Cherian, Jacob and Jocob, Jolly (2012). Green marketing: A study of consumers’ Attitude towards
environment friendly products. Asian Soc. Sci., 8 (12):117-126.
Kumar, R. (2013). Green Marketing - A Brief References to India. Asian J. Multidisciplinary Studies,
1(4):181-203.
Mishra, P. and Sharma, P. (2010). Green marketing in India: Emerging opportunities and challenges. J.
Engg., Sci. and Manage. Edu., 3 : 9-14.
Rathod, G.T. (2014). Green marketing in India: Emerging opportunities and challenges. Assign J.
Management Sci., 2(3): 111-115.
Saini , B. (2013). Green marketing and its impact on consumer buying behavior. Internat. J. Engg. Sci.
Invention, 2 (12): 61-64.
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Internat. J. Appl. Home Sci. | Nov. & Dec., 2017 | 4 (11 & 12) (1163)

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International Journal of Applied Home Science REVEIW PAPER

Volume 4 (11&12), November & December (2017) : 1159-1163 ISSN : 2394-1413

Green marketing : An emerging trend to change

POONAM*1 AND ADITI VATS2

Key Words : Green marketing, Consumer behaviour, Attitude perception

environmental benefits. Such a product may be environmentally friendly in itself or produced

Characteristics of green products :

Phases of green marketing :

Emerging need for green marketing :

Advantages of green marketing :

Challenges faced by green marketing :

Barriers to green marketing :

Green marketing and customer satisfaction :

Golden rules of green marketing :

– Educating your customers

How to enhance green marketing :

Top companies that paint India green :

Tata Metaliks Limited (TML) :

Tamil Nadu Newsprint and Papers Limited (TNPL)

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