A Descriptive Study on Green Marketing Trends in India

14 Pages Posted: 13 Jun 2016 Last revised: 13 Jul 2016

See all articles by Soumendra Bhattacharjee

Soumendra Bhattacharjee

Birla Institute of Technology (BIT), Mesra

Subhadeep Mukherjee

National Institute of Technology Silchar

Date Written: March 13, 2015

Abstract

Introduction: Green marketing is a phenomenon which has developed particular importance in the modern market. This concept has enabled re-marketing and packaging of existing products. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line. India is a world leader in green IT potential, according to a recently released global enterprise survey. Among the companies that have succeeded so far in their green marketing strategies are Apple, HP, Microsoft, IBM, Intel, Sony and Dell. People around the world are becoming more aware of the environmental stresses. As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without any wastage so as to achieve the organization's objectives as a result of an organization.

Statement of Problem: More than 30 years ago, the environmental problems seem to concern all active citizens, enterprises and institutions all over the world. International researches show that the consumers worry more about the environment and change gradually their behavior. The term "Green marketing" refers to the planning, development and promotion of products or services that satisfy the needs of consumers for quality, output, accessible prices and service, however without a negative effect on the environment, with regard to the use of raw material, consumption of energy etc.

From the point of view of an organization, an individual is a means to environmental effectiveness. The viability of a Green concept depends on the efficiency that it achieves in meeting its goals of green marketing by protecting the nature.

Indian organizations are under transition today, bringing lot of changes in developing marketing concepts towards the environmental protection. The changing attitude of the marketer and the consumer leads them to step forward towards safe and pollution free society.

Considering the importance of Green Marketing in an organization, an attempt has been made to write this paper entitled "A Descriptive Study on Green Marketing Trends in India"

Scope of the study: The scope of this paper would include the following aspects:

• Focus and try to understand the awareness level of green products,

• An insight about the consumer’s perception about green products, and the parameters they consider for buying green products and,

• Whether Green Marketing really affect the consumers decision to buy products?

Limitation of the study: This paper suffers from the following limitations:

• Prejudice from the respondents might have caused errors.

• Due to time and monetary constraints, a micro level study has been conducted on the topic.

Objective of the study: The objective of this paper includes:

• To identify the segments of green consumers.

• To explore the challenges and opportunities businesses have with green marketing.

• To understand awareness level of green products.

• To examines the present trends of green marketing in India and its future.

Methodology of the study:

The present study is based on interview method where an in depth interview were conducted with 10 people who were selected as a sample from the general consumer segment.

Keywords: Green Products, Recyclable, Environmentally safe, Eco Friendly, Natural Environment, Green Marketing

Suggested Citation

Bhattacharjee, Soumendra and Mukherjee, Subhadeep, A Descriptive Study on Green Marketing Trends in India (March 13, 2015). Available at SSRN: https://ssrn.com/abstract=2794819 or http://dx.doi.org/10.2139/ssrn.2794819

Soumendra Bhattacharjee

Birla Institute of Technology (BIT), Mesra

Mesra
Ranchi, 835215
India

Subhadeep Mukherjee (Contact Author)

National Institute of Technology Silchar ( email )

Cachar District
Silchar Assam,
Silchar, IN Assam 788101
India

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