AGE
UNDER 18 : 21
19-35 : 39
36-50 : 28
50 ABOVE : 12
GENDER MALE : 74
FEMALE : 26
OCCUPATION GOVT. : 24
PRIVATE : 19
STUDENT : 27
OTHERS : 30
ANNUAL INCOME (IN RUPEES) LESS THAN 1.5 LAKH : 32
1.5 TO 3 LAKH : 37
3 TO 5 LAKH : 21
5 & ABOVE : 10
CONCLUSION
Conclusion:
Green marketing should not neglect the economic aspect of marketing.
Marketers need to understand the implications of green marketing. Green marketing to some extent strengthen company’s image in the mind of respondents that is very much clear from trustworthiness of green claims and
certainly it do have positive image of the organization in the minds of the respondents. It was observed that the respondents who were more proactive with the environmental behaviour have positive attitude towards green advertisements. It is evident that green marketing have positive impact on only those who are already practicing it. Rest of the respondents who were passive had very less impact on their buying behaviour.
Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, the
responsibility should not be theirs alone. Ultimately green marketing requires that consumers want a cleaner environment and are willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution. We need to come out through green myopia.
Having said this, it must not be forgotten that the industrial buyer also has the ability to pressure suppliers to modify their activities. Thus an environmental committed organization may not only produce goods that have reduced their detrimental impact on the environment, they may also be able to pressure their suppliers to behave in a more environmentally responsible fashion. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture and thus ensure all organizations minimize the detrimental environmental impact of their
activities.
Thus green marketing should look at minimizing environmental harm, not necessarily eliminating it. Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, ultimately it is consumers who demand goods, and thus create environmental problems. One example of this is where McDonald's is often blamed for polluting the environment because much of their packaging finishes
up as roadside waste. It must be remembered that it is the uncaring consumer who chooses to disposes of their waste in an inappropriate fashion. While firms can have a great impact on the natural environment, the responsibility should not be theirs alone. It appears that consumers are not overly committed to improving their environment and may be looking to lay too much responsibility on industry and government.
Thus, we can say that there are sufficient opportunities for green marketing in gurgaon but it may also face lot of challenges as considerable percentage of population are not aware and also willing to know the affairs of green
marketing initiatives. We need to educate them through proper campaigns.
Green marketer must find an opportunity to enhance you product's performance and strengthen your customer's loyalty.
SUGGESTIONS
Suggestions:
Green marketing is still in its infancy and a lot of research is to be done on green
marketing to fully explore its potential. There are some suggestion that an organizations should implement for catering challenges of green marketing and successful exploitation of green marketing. Those are:
Consumer needs to be made more aware about the merits of Green products. It is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. It should be made sure that the consumer is aware of and concerned about the issues that your product attempts to address. Green Marketing campaign and green advertising is good step toward it.
Consumers must be motivated to switch brands or even pay a premium for the greener alternative. Make sure that consumer feel that they can make a difference. Make sure that consumer feel that they can make a difference. This
is called ―empowerment‖ and due to this main reason consumers will buy greener products.
Further steps should be taken to control false promise and claim by the marketer to maintain legitimacy and trustworthiness of green products. Consumers must be made to believe that the product performs the job it’s supposed to do-they won’t forego product quality in the name of the environment. For effective and efficient implementation of this concept of Green Marketing the factor that plays a major role is the Government. Unless the government creates specific and stringent laws and utilizes its authority to implement them the concept cannot be conceptualized. If the Consumer, the Organization and the Government work in unison towards the common goal of minimizing the detrimental environmental impact of their activities, then they can surely save this environment and make this world a better place to live in.
Thus leading brands should recognize that consumer expectations have
changed. It is not enough for a company to green its products; consumers expect the products that they purchase pocket friendly and also to help reduce the environmental impact in their own lives too.
Today’s consumers are becoming more and more conscious about the environment and are also becoming socially responsible. Therefore, more companies should become responsible to consumers’ aspirations. Many companies want to have an early mover advantage as they have to eventually move towards becoming green. Green marketing is very low on the agenda of most businesses and therefore its still an under-leveraged USP (Unique Selling Proposition). Therefore, effective green marketing targeted at the right audience will make a difference
BIBLIOGRAPHY
.BOOKS:
I. Kothari C.R. (2004), ―Research Methodology Methods and Techniques‖, N.
Delhi, New Age International Publication
ii. Green, Paul, Tull (2002) ―Research for Marketing Decisions‖, N. Delhi, Prentice-Hall of India
iii. Sharma D.D. (2008), ―Marketing Research: Principle Application & Cases‖
N. Delhi, Sultan Chand & Sons
iv. Kotler P. (1999), ―Marketing Management‖, N. Delhi, Prentice-Hall of India.
v. Rajagpalan R. (2003), ―Environment Studies‖, N. Delhi, Himalayan Publishing
House.
vi. Certo, S.C. (1997), Modern Management, Englewood Cliffs, Prentice-Hall
WEBSITES:
a. http://www.businessworld.in b. http://www.outlookindia.com c. http://en.wikipedia.org
d. http://www.business-standard.com e. http://www.encyclopedia.com
ANNEXURE
Hello sir/madam,
I Ravinder Khatri, here to conduct a research on the topic “ oppurtunities &
challenges for green marketing for corporates ”.
Please give your honest opinion and this information collected will be purely confidential and will not be shared for any purpose other than research.
1. Have you heard of any campaign related to Green Marketing?
a) Yes
4. Do you consider the environmental aspect of product before buying them?
a) very often b) often c) sometimes d) rarely e) never
5. Do you think green marketing and its advertising are good sources of information about green products and services?
6.Do you agree that green marketing activities are good at addressing environmental issues?
a) highly agree b) agree
c) neutral d) disagree
e) highly disagree
7. Do you think green marketing activities result in better products?
a) highly agree
9. Do you think that green marketing strengthen company’s image in the mind of consumers?
10. Do you think that companies that focus on environmental concerns persuade consumers to buy products?
11. Do you think this strategy will help to grow healthy environment?
a) yes
Thank you!!!!!