Sonia final

A
Project Report
On
“A Study of Consumer Attitude and Awareness towards Green Marketing”
Submitted in partial fulfillment of the requirement
For award of the degree of
Master of Business Administration
Under Supervision: - Submitted By:-
Miss Rakhi Goyal Sonia Gupta
Asst. Prof. K.A.I.M M.B.A 4th
Sem
Roll No. 13031
Kedarnath Aggarwal Institute of Management
Charkhi Dadri, Dist. Bhiwani (Haryana)

PREFACE
Practical knowledge and experience make the man succeed. It is much more important than the
theoretical knowledge. Theoretical knowledge only clears the fundamental concepts of
management but their application in actual business environment remains doubtful without
practical knowledge. Hence, combination of both practical and theoretical knowledge is
necessary before reaching the ultimate goal. With a view to attain excellence in management
education and to gain a sustainable competitive advantage, I got an opportunity to increase my
knowledge on “A Study of Consumer Attitude and Awareness towards Green Marketing”
so that I can bridge up the gap between simply knowing textbook literature and practicality of
corporate world.
It’s a great privilege and dignity for me of having such a live project to conduct.

ACKNOWLEDGEMENT
No doubt, there is no substitute for handwork, but there is relationship between efforts, support
and hard work. A person who makes a proper coordination with these three words his way of
success becomes easier and achievable. Similarly, with the sincere guidance and support of some
well known personalities, I have completed my Winter Project. I would like to take this
opportunity to express my deep sense of regards to all these persons who have helped me in the
completion of this project report.
I express my gratitude to my training coordinators Miss Rakhi Goyal, for always taking out time
for me and helping me throughout the entire period.
Last but not the least, I would like to express my gratitude towards my parents and friends for
their help, courage and guidance in completion of project report.
(Sonia Gupta)

Table of Contents
 Preface
 Acknowledgement
 Declaration
 Introduction
 Review of Existing literature
 Research Methodology
* Objectives
* Scopeof the study
 Analysis and interpretation
 Findings
 Recommendation
 Conclusion
 Limitation of the study
 Bibliography
 Appendix

INTRODUCTION of Green Marketing
Introduction:
According to the American Marketing Association, green marketing is the marketing of products
that are presumed to be environmentally safe. It incorporates a broad range of activities,
including product modification, changes to the production process, packaging changes, as well as
modifying advertising. Yet defining green marketing is not a simple task where several meanings
intersect and contradict each other. An example of this will be the existence of varying social,
environmental and retail definitions attached to this term. Other similar terms used are
environmental marketing and ecological marketing.
Thus “Green Marketing” 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 about the implications of global warming, non
biodegradable solid waste, harmful impact of pollutants etc., both marketers and consumers are
becoming.
Meaning of Green Marketing
It is believed that green marketing refers solely to the promotion or advertising of products
which are with environmental friendly. Terms like Phosphate Free, Recyclable, Refillable,
Ozone Friendly, and Environmentally Friendly are some of the expressions consumers most
frequently associate with green marketing. In reality green marketing is a much wider concept,
one that can be applied to consumer goods, industrial goods and even service
We can say that green marketing accommodates a wide range of activities, including product
modification, improvements to the production process, packaging enhancements, as well as
modifying advertising to suit the concept. While green marketing came into prominence in the
late 1980s and early 1990s, it was first discussed much earlier.

The American Marketing Association (AMA) held the first workshop on “Ecological Marketing”
in 1975. The proceedings of this workshop resulted in one of the first books on green marketing
entitled “Ecological Marketing” [Henion and Kinnear 1976a]. Since then a number of other
books on the title have been published [Charter 1992, Coddington 1993, Ottman 1993].
The AMA workshop attempted to bring together academics, practitioners, and public policy
makers to examine marketing’s impact on the natural environment. At this workshop ecological
marketing was defined as: “the study of the positive and negative aspects of marketing activities
on pollution, energy depletion and non energy resource depletion.” [Henion and Kinnear 1976b,
1]
This definition has three key components,
1. Green marketing is a subset of the overall marketing activity;
2. Green marketing investigates both the positive and negative activities; and
3. Green marketing encompasses a narrow range of environmental issues.

Definition:
 According to Pride and Ferrell Green marketing, also alternatively known as
environmental marketing and sustainable marketing, refers to an organization's efforts
at designing, promoting, pricing and distributing products that will not harm the
environment
 According to Polonskydefines green marketing as .all activities designed to generate
and facilitate any exchanges intended to satisfy human needs or wants, such that the
satisfaction of these needs and wants occurs, with minimal detrimental impact on the
natural environment.
 According to Elkington defines green consumer as one who avoids products that are
likely to endanger the health of the consumer or others; cause significant damage to the
environment during manufacture, use or disposal; consume a disproportionate amount
of energy; cause unnecessary waste; use materials derived from threatened species or
environments; involve unnecessary use of, or cruelty to animals; adversely affect other
countries.
Evolution of Green Marketing
The green marketing has evolved over a period of time. As per Peattie (2001), the evolution of
green marketing has three phases. First phase was called as “Ecological” green marketing, and
this is the phase where all marketing activities were concerned to help environment problems and
provide solution for environmental problems. Second phase was “Environmental” green
marketing and the focus shifted on clean technology that involved designing of innovative new
products, which take care of pollution and waste issues. Third phase was “Sustainable” green
marketing. It came into prominence in the late 1990s and early 2000.

Importance of green marketing
Green marketing offers business bottom line incentives and top line growth
possibilities. While modification of business or production processes may involve
start-up costs, it will save money in the long term. For example the cost of
installing solar energy is an investment in future energy cost savings. Companies
that develop new and improved products and services with environmental impacts
in mind give themselves access to new markets, substantially increase profits and
enjoy competitive advantages over those marketing non- environmentally
responsible alternatives.
When looking through the literature there are several suggested reasons for firms
increased use of Green Marketing. Five possible reasons are as follows:
1.Organizations perceives environmental marketing to be an opportunity that can
be used to achieve its objectives.
2. Organizations believe they have a moral obligation to be more socially
responsible.
3. Governmental bodies are forcing firms to become more
responsible.
4. Competitors' environmental activities pressure firms to change their
environmental marketing activities.
5. Cost factors associated with waste disposal, or reductions in material usage forces
firms to modify their behavior.

Golden Rules for GREEN MARKETING:
1. KNOW YOU'RE CUSTOMER: Make sure that the consumer is aware of and
concerned about the issues that your product attempts to address, (Whirlpool learned
the hard way that consumers wouldn't pay a premium for a CFC-free refrigerator
because consumers didn‘t know what CFCs were.).
2. EDUCATING YOUR CUSTOMERS: isn't just a matter of letting people know
you're doing whatever you're doing to protect the environment, but also a matter
of letting them know why it matters. Otherwise, for a significant portion of your
target market, it's a case of "So what?" and your green marketing campaign goes
nowhere.
3. BEING GENUINE & TRANSPARENT: means that a) you are actually doing
what you claim to be doing in your green marketing campaign and b) the rest of your
business policies are consistent with whatever you are doing that's environmentally
friendly. Both these conditions have to be met for your business to establish the kind
of environmental credentials that will allow a green marketing campaign to succeed.
4. REASSURE THE BUYER: 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.
5. CONSIDER YOUR PRICING: If you're charging a premium for your product-
and many environmentally preferable products cost more due to economies of scale
and use of higher- quality ingredients-make sure those consumers can afford the
premium and feel it's worth it.
6. GIVING YOUR CUSTOMERS AN OPPORTUNITY TO PARTICIPATE:
means personalizing the benefits of your environmentally friendly actions, normally
through letting the customer take part in positive environmental action

List of big Companies going green
In recent years, many big-name companies have realized their way towards more sustainable and
eco-friendly business practices. Following are well-known companies that are leading the green
revolution. In some cases willingly, in other cases somewhat unwillingly, but in all cases green.
1. Bank of America
Bank of America is proving that eco-friendly operations can coexist with business
growth.According to their corporate website, the company reduced paper use by 32% from 2000-
2005, despite a 24% growth in their customer base! Bank of America also runs an internal
recycling program that recycles 30,000 tons of paper each year, good for saving roughly 200,000
trees for each year of the program’s operation. As if that weren’t enough, the company also
offers employees a $3,000 cash back reward for buying hybrid vehicles.
2. Ceres
While not technically a business itself, Ceres has advised some of the nation’s biggest
corporations and investors on the environmental impact of their operations. Having billed
themselves as “the largest coalition of investors, environmental and public interest organizations
in North America“, the organization is primarily focused on ensuring that companies accurately
disclose the environmental aspects of their business practices to investors and shareholders.
Major achievements thus far include persuading Dell Computer to support national product “take

back” legislation and convincing Bank of America to spend $20 billion on the growth of eco-
friendly business practices.
3. General Electric
General Electric’s presence on this list might surprise you, but the steps they have taken toward
green operations are undeniable. Since 2006, the company has sold over $12 billion of its
Ecomagination products (including solar panels). For those who are still upset at GE’s polluting
of the Hudson River with polychlorinated biphenyls, the company is also making headway on an
ambitious cleanup of that area. Barring further setbacks, the river should be cleaned up to a much
better state in just a couple of years!
4. Dupont
Dupont is another company that has drawn the ire of green advocates for many, many years.
However, it now seems that they are taking strides toward more sustainable operations. In
addition to drastically lowering its emissions of airborne carcinogens and greenhouse gases,
Dupont has appointed an ex-Greenpeace head as an adviser to the board. And true to its word,
the company successfully reduced greenhouse gas emissions during the 90’s by 63% – far ahead
of the timetable set forth in the controversial Kyoto Protocol.
5. Innovest

Innovest has boldly set out to “reengineer the DNA of Wall Street”, according to executive
managing director Matthew J. Kiernan. As William Grieder explains in his book “The Soul of
Capitalism”, Innovest grades publicly traded companies for such things as its track record in
hazardous waste disposals and past pollution. The overall goal is to give investors a quick gauge
on the true eco-friendliness of the companies they are investing in. Interestingly, early data seem
to indicate that companies with higher “EcoValue” rankings outperform lower ranked companies
as stocks, boasting returns 1.5 to 2.4 percent higher.
6. McDonalds
Time was not long ago when McDonalds wouldn’t have come within striking distance of making
this list. However, the increasing public shift toward greener living has sent a clear signal to the
powers that be at the popular fast-food chain. Instead of ravaging the natural habitats of animals,
McDonalds now works in close collaboration with PETA on systematically reforming its
business practices to be more humane and friendly to the environment in which they operate.
7. Home Depot

Home Depot is another ex-offender who has taken great pains to turn things around. Once the
Rainforest Action Network identified the company as the world’s largest retailer of old-growth
wood products, demonstrations and protests unfolded at Home Depot stores around the nation.
When the outcry reached the point of 45,000 customer calls and letters, the bigwigs at Home
Depot decided that enough was enough. Within months, the company rolled out a new “no old-
growth sales” policy to ensure consumers and activists that the days of harvesting trees from old-
growth rainforests were over.
8 . Anheuser-Busch
Most people don’t expect much in the way of environmental awareness from their beer company,
but that hasn’t stopped Anheuser-Busch from delivering. In his landmark text “Natural
Capitalism”, author Paul Hawken shines light on the fact that Busch now saves 21 million
pounds of metal per year by trimming an eigth of an inch off the diameter of its beer cans. The
best news for beer enthusiasts? “The trimming doesn’t reduce the volume of beer one bit”, says
Hawken.
9. Pratt & Whitney

Pratt & Whitney offers another inspiring story of how much raw materials can be saved – and
pollution avoided – with a little old-fashioned, hard-nosed ingenuity. As “Natural Capitalism”
explains, Pratt & Whitney used to scrap 90 percent of its ingots (that’s right, almost all) in the
process of manufacturing jet engine blades. This massive waste continued unabated until
someone at Pratt & Whitney had the bright idea to have the supplier simply cast the ingots into
ready-made blade-like shapes. This one seemingly small change proved to be transformative, and
has lowered the amount of wasted ingots and factory emissions a great deal.
10. Starbucks
Starbucks has green advocates smiling about its “bean-to-cup” approach, which stresses top
efficiency at each link of its global supply chain. By all measures the program appears to be a
great success, with the company’s decision to use coffee cup sleeves made of recycled paper
saving roughly 78,000 trees per year since 2006. Starbucks has also partnered up with many
environmental organizations, from Conservation International to the Earthwatch Institute, in
efforts to do right by the communities it operates in.

Green marketing mix
A model green marketing mix contains four "P's":
 Product: A producer should offer ecological products which not only must not contaminate
the environment but should protect it and even liquidate existing environmental damages.
 Price: Prices for such products may be a little higher than conventional alternatives. But
target groups like for example LOHAS are willing to pay extra for green products.
 Place: A distribution logistics is of crucial importance; main focus is on ecological
packaging. Marketing local and seasonal products e.g. vegetables from regional farms is
more easy to be marketed “green” than products imported.
 Promotion: A communication with the market should put stress on environmental aspects,
for example that the company possesses a CP certificate or is ISO 14000 certified. This may
be publicized to improve a firm’s image. Furthermore, the fact that a company spends
expenditures on environmental protection should be advertised. Third, sponsoring the natural
environment is also very important. And last but not least, ecological products will probably
require special sales promotions.
Additional social marketing "P's" that are used in this process are:
 Publics: Effective Social Marketing knows its audience, and can appeal to multiple groups
of people. "Public" is the external and internal groups involved in the program. External
publics include the target audience, secondary audiences, policymakers, and gatekeepers,
while the internal publics are those who are involved in some way with either approval or
implementation of the program.
 Partnership: Most social change issues, including "green" initiatives, are too complex for
one person or group to handle. Associating with other groups and initiatives to team up
strengthens the chance of efficacy.
 Policy: Social marketing programs can do well in motivating individual behavior change, but
that is difficult to sustain unless the environment they're in supports that change for the long
run. Often, policy change is needed, and media advocacy programs can be an effective
complement to a social marketing program.

 Purse Strings: How much will this strategic effort cost? Who is funding the effort?
The level of greening—strategic, quasi-strategic, or tactical—dictates what activities should be
undertaken by a company. Strategic greening in one area may or may not be leveraged
effectively in others. A firm could make substantial changes in production processes but opt not
to leverage them by positioning itself as an environmental leader. So although strategic greening
is not necessarily strategically integrated into all marketing activities, it is nevertheless strategic
in the product area.

Green, environmental and eco-marketing are part of the new marketing approaches which do not
just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge
those approaches and provide a substantially different perspective. In more detail green,
environmental and eco-marketing belong to the group of approaches which seek to address the
lack of fit between marketing as it is currently practiced and the ecological and social realities of
the wider marketing environment.

REVIEW OF EXISTING LITERATURE
Ginsberg, J.M. & Bloom, P.N. (2004) in his article, “Choosing the Right Green-Marketing
Strategy”, stated that Green marketing has not lived up to the hopes and dreams of many
managers and activists. Although public opinion polls consistently show that consumers prefers
to choose a green product over less eco-friendly to the environment when all other things are
equal, those “other things” are rarely equal in the minds of consumers. It conclude that it is to be
always keep in mind that consumers are not willing to compromise on traditional product
attributes, such as conveni ence, availability, price, quality and performance. Rather it is
important to understand, however, that there is no single green-marketing strategy that is right
for every firm. It is suggested that companies should follow one of four strategies, depending on
market and competitive conditions, from the relatively passive and silent “lean green” approach
to the more aggressive and visible “extreme green” approach - with “defensive green” and
“shaded green” in between. Business personnel’s who understand these strategies and the
beneath underlying reasoning behind them will be better prepared to help their firms benefit from
an eco- friendly approach to marketing.
The study by Ottaman, (1993) and Ken Peattie, (1993) examines and found that conventional
marketing is out and green marketing is in. In the developed countries, the emergence of
environmental consciousness that followed Earth Day in 1990 washed over the marketplace
rapidly. In poll after poll, consumers claim they are willing to change their buying habits – and
even pay more for products – to protect the environment (Pearce, 1990; Coddington, 1993;
Davis, 1993; McDougall, 1993; Ottoman, 1993).
Vasanthkumar N. Bhat (1993) suggests as inputs, manufacturing processes, distribution, use
and disposal methods are decided during the design stage, hence company going out with a green
marketing program must start with green design. Also concluded source reduction and waste
management strategies to cut down wastes, and also emphasize a method to compare green
design alternatives which can provide designers with guidance to select superior designs. As a

product must meet several criteria, suggests a concurrent rather than sequential product
development approach. Concludes with tips for top management to improve green design in their
organizations.
Elham Rahbar (et al , 2011) proposes to determine the effect of green marketing tools on
consumer’s actual purchase behaviour in case of Penang (Malaysia). A survey was carried out on
250 Chinese, Malasian, Indian and other races that represent the Penang population. Factor
analysis, Cronbach alpha and multiple regressions were used to identify factors impact on
Penang consumers actual purchase behaviour. The result revealed that customer’s trust in eco-
label and eco-brand and their perception of eco-brand show positive and significant impact on
their actual purchase behaviour.
Elkington (1994: 93) ,defines green consumer as one who avoids products that are likely to
endanger the health of the consumer or others; cause significant damage to the environment
during manufacture, use or disposal; consume a disproportionate amount of energy; cause
unnecessary waste; use materials derived from threatened species or environments; involve
unnecessary use of, or cruelty to animals; adversely affect other countries. According to the Joel
makeover (a writer, speaker and strategist on clean technology and green marketing), green
marketing faces a lot of challenges because of lack of standards and public consensus to what
constitutes “Green”.
Peattie (2001), the evolution of green marketing has three phases. First phase was termed as
“Ecological” green marketing, and during this period all marketing activities were concerned to
help environment problems and provide remedies for environmental problems. Second phase
was “Environmental” green marketing and the focus shifted on clean technology that involved
designing of innovative new products, which take care of pollution and waste issues. Third phase
was “Sustainable” green marketing. It came into prominence in the late 1990s and early 2000.
Green marketing is a vital constituent of the holistic marketing concept. It is particularly
applicable to businesses that are directly dependent on the physical

Environment; for example, industries like fishing, processed foods, and tourism and adventure
sports. Changes in the physical environment may pose a threat to such industries. Many global
players in diverse businesses are now successfully implementing green marketing practices.
John Grant (2008) aims to look at how companies obtain a greener strategy and what is the
future of green marketing.

RESEARCH METHODOLOGY:
What is research?
Research can be defined as a scientific and systematic search for pertaining information on a
specific topic. We define research as the systematic design, collection, analysis and reporting of
data and findings relevant to a specific situation facing the company. The main aim of research is
to find out the truth which has not been discovering yet.
TYPE OF RESEARCH: - Exploratory and Descriptive.
Exploratory research is a type of research conducted because a problem has not been clearly
defined. Exploratory research helps in determine the best research design, data collection method
and selection of subjects. Given its fundamental nature, exploratory research often concludes that
a perceived problem does not actually exist.
Its seeks to find out how people get along in the setting under question, what meaning they give
to their actions, and what issues concern them. The goal is to learn what is going on here?
On the other hand Descriptive research is aimed to find the complete description about an
existing problem or phenomenon.
RESEARCH DESIGN :-
A survey research method was the basic research design. I interact with personally to people
through questionnaire filling method. Questionnaire is having questions regarding the
respondent’s basic information such as name, age, etc. and get their response toward green
marketing.
Collection of data: collection of data is one of the most important parts of the research
methodology because the total research is based on it so a very careful effort is required for
collection of data of research study. There are two types of data:
A) Primary Data

B) Secondary Data
A) Primary data: it is collected for meeting the specific objectives of research study. For this
research “questionnaire method” was chosen. Data was also collected through employees
working in the organization and questions were asked from workers regarding their satisfaction
level regarding training &development. The type of questionnaire chosen was a mixed of
structured and unstructured questionnaire this was so because questions included in the
questionnaire was open ended and close ended type, since it was difficult to include all the
favorable alternatives in a question for a response.
To reduce the unnecessary length of the question only that alternative was taken was repetitive in
nature. Blank space was made in the same questionnaire at the necessary points to give opinions
& suggestions by the respondents.
B) Secondary data: any data which is available prior to the commencement of a research study
is known as secondary data. It refers to the information that has been collected by someone else,
often this include printed or published arts. It is collected trough:-
 Internet
 Company records
 Brochure
 Books
SAMPLE DESIGN:-
I completed my project through survey particular on Charkhi Dadri region. The sample size
consisting of 45 people of this region.
DATA PROCESSING:-
Daily data was entered into MS-Excel sheets. After the exhaustion of the specified geographical
area this data was analyzed using SPSS graphical and tabulation techniques.

Research Methodology
Data Source : Primary Data
(From questionnaire and personal interaction)
Secondary Data –Website, Magazine
Research approach : Survey method.
Research Instrument : Questionnaire.
Data Collection : Personal Interview
Sample unit : Customers of Charkhi dadri
Sampling method : Convenience sampling
Sample Size : 45 customers

SIGNIFICANCE OF THE STUDY
A project report is made due to some predicament or hidden aspects of any area. This is my
project related “A Study of Consumer Attitude and Awareness towards Green Marketing”
As society becomes more concerned with the natural environment, businesses have begun to
modify their process in an attempt to address society’s new issues. Some businesses have been
quick to accept the newer challenges or changes like environmental management, minimization
of the waste aligning with organizational activities. For a company to be successful in
implementing green marketing strategy, it should not forget attitude of consumers towards green
marketing. The outcome of this report may trigger the minds of marketer to give a thought for
adopting the suitable strategies which will give them a way to overcome major problems
associated with regular marketing techniques and make a shift to green marketing. Eventually the
marketers can save a lot on overhead costs and associated entities in the market

Data analysis and
interpretation

DATA ANANLYSIS AND INTERPRETATION:-
Q.1 Are you aware about the concept of green marketing?
Frequency Table
Missing
No
Yes
37 82.2 84.1 84.1
7 15.6 15.9 100.0
44 97.8 100.0
1 2.2
45 100.0
Yes
No
Total
Valid
SystemMissing
Total
Frequency Percent Valid Percent
Cumulative
Percent

Interpretation:
With the help of above pie chat and table it is clear that majority (84.1%) of people said yes
and very less proportion (15.9%) of people said no and one respondent give no answering
regarding whether he or she aware about the concept of green marketing or not.
Q. 2 Have you heard about the firm going green?
Missing
no yes
23 51.1 52.3 52.3
21 46.7 47.7 100.0
44 97.8 100.0
1 2.2
45 100.0
yes
no
Total
Valid
SystemMissing
Total
Cumulative
Percent

Interpretation:
The above Table and chart shows that most of the people (52.3%) heard about the firm going
green whereas 47.7% people said “No” and one respondent not answering the question.
Q.3 Do you believe in advantage of green product in a firm?
Missing
no
yes
41 91.1 93.2 93.2
3 6.7 6.8 100.0
44 97.8 100.0
1 2.2
45 100.0
yes
no
Total
Valid
SystemMissing
Total
Cumulative
Percent

Interpretation:
Majority of people(93.2%) said “yes” regarding the advantage of green product in a firm and
some of people also said “no” because they not believe in advantage of green product in as firm.
The above chart shows that 2.2% having no response.
Q. 4Do you think that green marketing having value or a eye wash?
Missing
No
Yes
26 57.8 59.1 59.1
18 40.0 40.9 100.0
44 97.8 100.0
1 2.2
45 100.0
yes
no
Total
Valid
SystemMissing
Total
Cumulative
Percent

Interpretation:
With the help of pie chart and table it is clear that green marketing having value or a eyewash
and majority of respondent said “yes” with 59.1% but people also used to say “no”(40.9%) the
reason behind it the clarity of concept green marketing in the mind of people.
Q.5 Are you familiar with any green brand?
Somewhat
May be
no
yes
2 4.4 4.4 4.4
1 2.2 2.2 6.7
4 8.9 8.9 15.6
25 55.6 55.6 71.1
13 28.9 28.9 100.0
45 100.0 100.0
YES
No
May be
Somewhat
Total
Valid
Cumulative
Percent

Interpretation:-
With the pie chart and table it is clear that there are few people who are familiar with green
brand. because of lack of awareness
Q. 6 If yes, then specify any name of green brand?
If yes, then specify
w ipro
toyota
syska
sony
philip
no
n0
lg
2 4.4 4.4 4.4
2 4.4 4.4 8.9
1 2.2 2.2 11.1
33 73.3 73.3 84.4
1 2.2 2.2 86.7
2 4.4 4.4 91.1
1 2.2 2.2 93.3
2 4.4 4.4 97.8
1 2.2 2.2 100.0
45 100.0 100.0
lg
n0
no
philip
sony
syska
toyota
wipro
Total
Valid
Cumulative
Percent

Interpretation:
It shows that most of people(73.3%) don’t know about the name of green brand because of lack
of awareness but few of respondent response like lg, Philip, syska, sony, Toyota, wipro
Q.7 Do you think adopting green marketing increases the image of firm?
Interpretation:
Yes
45 100.0 100.0 100.0YesValid
Cumulative
Percent

Here in this question all of the respondent agree that adopting green marketing increases the
image of firm. Chart and table shows that 100% people said “yes” in context of green marketing
Q.8 Do you think green marketing is more effective in improving the sale?
Interpretation:
no
yes
19 42.2 42.2 42.2
26 57.8 57.8 100.0
45 100.0 100.0
yes
no
Total
Valid
Cumulative
Percent

From above pie chart and table it shows that majority (57.8%) of respondent said “no” and
42.2% said “yes” regarding the green marketing is more effective in improving in the sale.
Q.9 Do you think that green product is more costly than other?
Do you think that green product is more costly than other?
37 82.2 82.2 82.2
8 17.8 17.8 100.0
45 100.0 100.0
Yes
No
Total
Valid
Cumulative
Percent
No
Yes

Interpretation:
Majority of people said “yes” that green product are more costly than other and very few people
said “no”. Here 82.2% people said “yes” and 17.8% said “no”.
Q.10Do you think that cost of producing green product shifting customer?
No
Yes
33 73.3 73.3 73.3
12 26.7 26.7 100.0
45 100.0 100.0
Yes
No
Total
Valid
Cumulative
Percent

Interpretation:
It shows that 73.3% people said “yes” and 26.7% said “no” in context of cost of producing green
product shifting customer. Most of people agree that green products leads to make product
costlier and result in shifting of customer.
Q.11Which promotional tool is best for promoting green product?
Which promotional tool is best for prom oting green product?
37 82.2 82.2 82.2
1 2.2 2.2 84.4
1 2.2 2.2 86.7
1 2.2 2.2 88.9
2 4.4 4.4 93.3
3 6.7 6.7 100.0
45 100.0 100.0
advt
magzines
netw ork
new spape
social s
w eb site
Total
Valid
Cumulative
Percent

Interpretation:
The above data shows that advertisement having great promotional tool for green product.82.2%
people said for advertisement as best promotional tool other than that 2.2% people said for
magazines, 2.2% said network (word of mouth), 2.2% said newspaper etc.
Q.12Can you recall advertisement of green product?
Can you recalladvertisement of green product?
4 8.9 8.9 8.9
41 91.1 91.1 100.0
45 100.0 100.0
yes
No
Total
Valid
Cumulative
Percent
web site
socials
new spaper
netw ork
Magazines
Advertisement

Interpretation: Majority of people said they can not recall advertisement of green product here
8.9 % people said “yes” and 91.1% people said “no”
Q.13 Do the advt. of green marketing effect on your buying behavior?
Do the advt. of green marketing effect on your buying behavior?
43 95.6 95.6 95.6
2 4.4 4.4 100.0
45 100.0 100.0
Yes
No
Total
Valid
Cumulative
Percent
Can you recall advertisement of green product?
no
yes

INTERPRETATION:
Majority of people said “yes”(95.6%) and few people said “no” also(4.4%) regarding to the advt.
of green marketing effect on your buying behavior
No
Yes

Sonia final

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Sonia final