Authored By: Yashika Singh, BBA, ABS, & Co-Authored By: Dr. Manoj Pandey, Assistant
Professor, ABS
CHAPTER 01
(Introduction)
1-INTRODUCTION–
“The study of the positive and negative aspects of marketing activities on pollution, energy depletion, and non-energy resource depletion” is the definition of green marketing given by the American Marketing Association.
The goal of the study is to assess customer awareness of and desire to purchase environmentally friendly goods.
Green marketing is a contemporary idea that has developed recently. “Green marketing is the marketing of products that are presumed to be environmentally safe,” according to the American Marketing Association. Therefore, a wide variety of actions, including changing the product, the production process, the packaging, promotion, etc., are included in green marketing.
Environmental and ecological marketing are other names for green marketing. As environmental awareness increases, green marketing refers to a holistic approach to marketing where products and services are created, promoted, used, and disposed of in a way that minimises environmental impact.
Green marketing is more than just creating websites, packaging, or products with a green theme or colour. The comprehensive endeavours of an organisation involve the eradication of ecologically harmful procedures and the utilisation of eco-friendly techniques and packaging in the production and display of their products. A company may have to pay a little bit more up front, but in the long term, this will pay off in the form of higher sales. All businesses now disclose their financial results via email channels, which has reduced the amount of paper and trees used, as a result of recent revisions to SEBI’s corporate results compliance procedural rules. The businesses profited from lower expenses. Such cutting-edge methods can lower costs, waste, and greenhouse gas emissions. We all deal with a lot of environmental issues these days, which is one of the reasons green marketing came around. Due to its potential to provide marketers a competitive edge, green marketing has now emerged as one of their main areas of interest. The key to successful green marketing is a marketer’s comprehension of consumer behaviour. Therefore, it is imperative to carry out research on attitude and
Consumer understanding of green products and the variables affecting their purchasing decisions. Therefore, the purpose of this study is to determine the attitudes and levels of awareness of the customers, and there purchase habits for environmentally friendly goods.
Green Marketing:
Green marketing is creating and advertising goods and services that meet consumer demands for Performance, Quality, Cost-Effectiveness, and Convenience while posing no negative environmental effects.
However, defining “green marketing” is a difficult process because the phrase has multiple meanings that overlap and contradict one another. The term “green marketing” has different meanings in the social, environmental, and retail domains. Environmental marketing and ecological marketing are two other phrases that are used similarly.
Why Green Marketing:
As human demands are limitless and resources are scarce, it is critical for marketers to maximise resource utilisation while minimising waste in order to accomplish the organization’s goal. Thus, it’s impossible to ignore green marketing. Customers are growing increasingly interested about environmental conservation on a global scale. There is evidence that individuals are changing their behaviour and growing more environmentally conscious everywhere in the world.
Objectives:
To Study the factor that influences the consumers buying decision towards green products.
- To access the expectation of the consumers from the green products producers/manufacturers.• To measure the level of the consumers satisfaction towards green products in the study area.• To offer various suitable suggestion to increase the usage of green products
• To research consumer awareness of environmentally friendly items.
CHAPTER 02
(INDUSTRY PROFILE)
INDUSTRY PROFILE
Plastics
The word “plastic” originally meant “flexible and easily shaped.” It was only recently created to describe a group of substances called polymers. Since the word “polymer” refers to long chains of molecules, it means “of many parts.” Polymers abound throughout nature. Cellulose, which is present in plant cell walls, is one of the most widely distributed natural polymers.
Over the past 150 years, humans have advanced to the point where they can produce synthetic polymers. The copious carbon atoms found in petroleum and other fossil fuels are what they most commonly employ, while they do occasionally use natural materials like cellulose.
Because of their amazing use and because we have developed the means to create and change them, synthetic polymers have become indispensable in our day-to-day existence. Particularly in the last 50 years, plastics have permeated every aspect of our environment and changed the way we live.
The Future of Plastic:-
Plastics, in spite of growing cynicism, are indispensable to modern life. Plastics made it possible to create computers, cell phones, and most of the life-saving discoveries in modern medicine.
Plastics are energy-efficient, lightweight, and lessen the demand for fossil fuels for heating and transportation.
Above all, inexpensive plastics raised living standards and made a wide range of materials more accessible. Without the invention of plastics, many of the goods we take for granted may be unaffordable for all but the wealthiest Americans. In many of our products, plastic has replaced natural materials, making them stronger, lighter, safer, and more reasonably priced. Many scientists are trying to make plastics safer and more sustainable because of how important they are to our daily life.
The Oxford Martin School hopes to create a new plastics economy by reducing pollution and environmental harm while maintaining the advantages that plastics offer. To do this, initiatives in the areas of technology, legislation, social policy, human behaviour, and economics must be developed.
Plastics businesses have expressed concerns about labour shortages in India, a country with 467 million workers and a population of 1.15 billion. As a result, more money is being spent on technological advancements like conveyor belt systems and automation.
In addition to a labour constraint, a nationwide power deficit is another issue the plastics industry is dealing with. The 12-to 13-percent electrical demand shortfall exists. This offers businesses that sell energy-saving devices, power-saving machinery, and auxiliary equipment fantastic potential.
Raw Material Supply and Demand
The country’s biggest private sector conglomerate, Reliance Industries, predicted in January that double-digit growth in polypropylene and polyethylene consumption would propel the country’s polyolefins market to expand by 12 percent to 7.5 million metric tonnes in 2011. The biggest increase, at 18%, will be in polypropylene, whose consumption would increase from 2.2 million metric tonnes to 2.6 million metric tonnes.
Due in part to the 20% annual growth rate of the Indian construction industry, there is a very high demand for PVC, with domestic manufacturing barely able to keep up with demand.
CHAPTER 03
(THEORETICAL FRAMEWORK)
Green Products
A product is labelled as “green” if its life-cycle environmental consequences are lower than those of the benchmark. Thus, products that contain recycled materials, clothing made of natural fibres, and hybrid vehicles are all labelled as “green” products even though they haven’t passed thorough examination. A durable object designed to minimise its adverse impact on the environment during and after its useful life is referred to as a green product.
Reduced waste and efficient use of resources are typically the two primary attributes of green products. These items have certifications from respected organisations like the Forest Stewardship Council and Energy Star, and they are made using non-toxic ingredients and environmentally responsible procedures.
Benefits of using green products
1) It can help you save money
Long-term cost savings can be achieved by purchasing “ecofriendly” products, even though their initial cost may seem more than that of name-brand items we are used to. This is because recycled materials, which are often of higher quality and durability, are used to make them, hence they usually last longer.
2) It provides you with healthier lifestyle
These items have potential health benefits for both you and the environment! Many products include hazardous ingredients in them, which increases our chance of getting sick and sick. All of these hazards are eliminated by eco-friendly goods because they use natural ingredients and don’t include any unknown additives.
3) Eco-friendly products use biodegradable packaging
The material of choice for most packaging is plastic, which has a negative impact on the environment. Eco-friendly producers use easily biodegradable packaging made from recycled materials to create their products. Interestingly, some of these producers insert seeds within the wrappers so that, should they end up in a landfill, the plant would eventually grow out of them.
- There will be no moral conflicts arising from using these products.
These items are not only biodegradable and good for the environment, but they are also produced without using any animal byproducts or animal testing. It eliminates every drawback that frequently results from larger firms’ poor manufacturing.
Challenges of Green Marketing
- Costly Products:
Green products are expensive and need a lot of imagination. This increases the cost of development for the products, making them marginally more expensive than readily available equivalents on the market. People are usually discouraged from buying them because of the price.
- Ignorance:
The public still lacks knowledge about the significance and advantages of turning green.
- Investment:
New technologies must be developed in order to produce green products.
This necessitates a significant expenditure on research and development (R&D). Not every business, including startups, has the funds to spend this much.
Factors attracting customers to buy Green Products
There are several factors that could affect consumers’ willingness to pay extra for environmentally friendly products. These variables fall into one of seven categories:
1) Consumer’s Environmental Knowledge
2) Consumer’s Value
3) Consumer’s Attitude
4) Consumer’s Behaviour
5) Consumer’s Age
6) Consumer’s Education
7) Consumer’s Income Level
CHAPTER 04
(Data Analysis and Interpretation)
Data Analysis and Interpretation:
Data analysis is the act of looking through, cleaning, converting, and modelling data to uncover pertinent information, offer suggestions, and help with decision-making. Data analysis is a broad field with several approaches, including a variety of methods used in the corporate, scientific, and social science domains under many names.
In order to gather valuable information for a direct interview that was done with the aid of organised instruments, such as questionnaires, some interaction with the respondents was conducted.
The purpose of the survey was to collect primary data. When measuring job satisfaction, organisational, work environment, and personal aspects are taken into account. Data analysis is done using questionnaires. Out of the overall sample size, which is 50 respondents, the workers’ sample was selected.
- Age of respondents:
CHAPTER 05
(Conclusion)
Conclusion
This study aimed to shed light on the variables influencing consumers’ attitudes and willingness to pay for environmentally friendly items. Personal benefit, cost, ease of use, performance, availability, environmental and health concerns, and affordability were the most important criteria identified. These elements, in addition to product category, have a big impact on how much of a premium a person was willing to pay overall for green items. As a result, the outcome ought to be able to help producers, marketers, governments, and legislators evaluate the market potential of the product categories that consumers are ready to pay more for. The study’s findings show that, despite some variations in concept comprehension, the majority of consumers seemed to be aware of the green movement. Education campaigns that support green products and activities must be created with an emphasis on the message content that emphasises the value of safety, health, and individual advantages. By utilising mass and social media, the government should step up its efforts to educate the people about safety concerns and laws associated with the green concept. Additionally, government agencies must to work to raise consumer awareness of and favourable opinions of green products. It would be necessary to establish a certification programme in which marketers would only receive certificates for their goods if they could provide proof that they had complied with safety regulations. The mandatory necessity for environmental certification across all industries should be contemplated by the legislators in the area.
Cite this article as:
Yashika Singh & Dr. Manoj Pandey, “Consumer Perception of Green Marketing”, Vol.5 & Issue 5, Law Audience Journal (e-ISSN: 2581-6705), Pages 633 to 651 (03rd May 2024), available at https://www.lawaudience.com/consumer-perception-of-green-marketing.
