Green Marketing-lg college

Preparad by: Mathew LawrencePage: 1

How concerned are you of the threat of global warming?

57%37%

6%

Very Concerned

Not Concerned

It's a Hoax

-Hindustan Times C-force Survey

Page: 2 Preparad by: Mathew Lawrence

Field of ResearchGreen Marketing–Way ahead to sustainability

Topic of ResearchA study of green behavior on Indian youth

Presented ByMathew Lawrence

Presented at Conference Two day International Conference on Multidisciplinary Research

“A tool for Socio-Economic Development”

Page: 3


Problem Identification

Research Objective

Research Design

Data Sourcing

Data Collection

Data Analysis

Conclusion

Presentation Flow:

Introduction:

Consumers are becoming more conscious of their own behavior with respect

to the environment.

Marketers need to deal with the changing behavior of consumers and frame

the marketing strategies accordingly.

Environmental claims can be a powerful marketing tool, if used in a proper

aspect.

Manufactures have recognized environmental concerns

as a source of competitive advantages


Introduction: What is Green Marketing?


Green marketing gained the momentum with the changing behavior of

consumers and to the context of global warming.

Reason for this Study: Why youth?

There has been limited research which has examined the impact of green

marketing on consumers from emerging economies like India (Bhattacharya,

2011; Prakash, 2002).

Youth forms majority population on India that influence the nation’s economic

growth to a very large extent..

India’s majority of population is young and working with average age of 24.

It is the perception and attitude which differentiate a person from another.

Increasing awareness on the various environmental problems has led a shift in

the way Indian youth go about their life



Reason for this Study: Why youth in Dombivli?



Dombivli City Percentage Population

0-6 age group 9 % 41,504

7-17 age group 20 % 92,232

18-28 age group 30 % 1,38,348

29 – 40 age group 25 % 1,15,290

41- above 16 % 73,785

http://www.census2011.co.in/census/city/369-kalyan-and-dombivali.html

http://www.census2011.co.in/census/city/369-kalyan-and-dombivali.html

Objective of the Study:

To study the awareness of green marketing among the youth.

To study the youth perceptions and attitude towards green campaigns of companies.

To study the effect of green marketing on youths in their decision of buying products.


Objectives Factors/Variables

To study the awareness of green marketing among

youth.

Human paradigm on environment

Awareness on green marketing

To study youth perception and attitude towards green campaign of companies

Perception towards green marketingAttitude towards green marketing

To study the effect of green marketing on youths in their decision of buying products

Buying behavior towards green marketing

Buying Influencing factor towards

green marketing

Reason to purchase a green product

Reason to pay more

Research Objective


Methodology adopted:

Research Design

Data Sourcing

Data Collection


Demographic Profile:

Gender

24 16

Age

18-25 26-30

39 1

Data Analysis


Demographic Profile:

Monthly Income Qualification

GraduationPost

Graduation

22 18

Data Analysis

Preparad by: Mathew LawrencePage:13

Findings & Suggestions: Youth today is evolving and exposed to huge information

There is a positive environmental awareness.

Lacks consumer education about features of green marketing

Govt. and environmental authorities should support companies

Majority respondents were ready to pay attention to new green claims

Market is mature and ready to accept new and innovative products

Majority believes that green marketing is more effective than normal

marketing

Recommendation from friends/family members were considered

52% of respondents were ready to pay 50% extra for a green product

Data Analysis

Preparad by: Mathew LawrencePage:14

Conclusion

Findings & Suggestions: Market needs to be educate youth with what is green marketing,

green product

Companies should focus more on green products

Should give more emphasis on green features (Eg: no harmful

chemicals, less carbon emission)

Should have proper visibility (logo) while denoting a green product in

packaging

Media should be strong enough to attract new customers towards a

green product

Green Marketing-lg college

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