International Journal of Research in Engineering, Science and Management 26

Volume-2, Issue-2, February-2019

www.ijresm.com | ISSN (Online): 2581-5792

A Study on the Impact of Green Marketing on

Consumer Perception in Bangalore, India
Anusha Jagadish
Student, Department of Commerce, Mount Carmel College, Bengaluru, India

Abstract: Green marketing is a method of creating products and using eco-friendly product packaging, efficient packing and
services that strides towards the environmental friendliness, shipping methods, eco-friendly power sources, steps to offset
ecological assurance, maintainable way of life, practical environmental impact, making cruelty free products etc.
improvement, securing our earth and a lot more have turned into
a characteristic marvel in our regular daily existence. Green Consumer preferences these days are inclined to these products
marketing is a tool utilized by numerous organizations in different at present. PETA and other organisations are also taking steps
businesses to pursue consumer satisfaction. Beyond making a just to promote the use of green products.
product that is environmentally friendly, business owners can do
more things as part of their green marketing efforts. Green 2. Review of literature
marketing strategy includes using eco-friendly paper and inks for
print marketing materials, skipping the printed materials The following literature studies were done to understand the
altogether and option for electronic marketing, having a recycling concept of the study:
program Antil (1984) described green consumerism as a specific type
There have been a great deal on green marketing throughout of socially conscious consumer behaviour with prime focus on
the years; this paper shows us the impact of green marketing protection of environment.
procedures on consumer, their awareness and ecological well-
Jacquelyn Ottman (1998) suggests that from an
being utilizing complete survey. To achieve this objective, a sample
of 100 people was taken from Bangalore, India. The results showed organizational standpoint, all aspects of marketing including
that not many people are aware of green products and there is no new product development and communications should be
difference in the awareness level based on age. Subsequently, this integrated with environmental considerations. Environmental
paper can be utilized to discover the effect of green marketing on issues should not be compromised to satisfy primary customer
consumer perception and natural well-being. needs. Organization operating green practices in their processes
and products is considered as environmentally friendly by the
Keywords: Green marketing, ecological assurance, eco-friendly
consumers and theyprefer to purchase the products of the
1. Introduction organization that are marketing themselves as green
organization.
Green marketing refers to the process of marketing or making The Concept of Green Marketing and Green Product
available products and/or services based on their environmental Development on Consumer Buying Approach by Assc. Prof.
benefits. Such a product or service may be safe for the Dr. Rashad Yazdanifard.
environment itself or produced in a way that it doesn’t harm the According to this study, Green marketing and product
environment and the organisms living in it in any way. development have deemed to be the best ways forward for a
Green marketing is mostly practiced by companies that are business to be able to conform to new rulings from the
committed to sustainable development and corporate social government, and also to be able to comply with the consumer
responsibility. More organizations are making an effort to behaviour The firms believe that green marketing practices are
implement sustainable business practices as they recognize that beneficial to society and the environment and so it has taken
by doing so they can make their products more attractive to the priority over conventional marketing initiatives. The firms
consumers and also decrease the expenses which includes should make efforts in a manner that shows the firm is actively
packaging, transportation, energy/water usage, etc. Many trying to decrease its environment risk. Implementing green
Business organisations are extensively discovering that product development strategy is not convoluted, but rather a
displaying a high level of social responsibility can grow brand relative concept that consistently differs over the time.
loyalty among socially conscious consumers and green Effect of Green Marketing Strategy on Customer Satisfaction
marketing can help them do that. in Jordan by Eneizan, B. M , Wahab, K. A and Assoc. Prof. Dr.
Green marketing strategy includes using eco-friendly paper Kalsom Abd.Wahab.
and inks for print marketing materials, skipping the printed According to this study, green marketing is one of the
materials altogether and option for electronic marketing, having instruments which can create satisfaction because of its quality.
a recycling program and responsible waste disposal practices, It also impact environment protection. Because of the increased
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Volume-2, Issue-2, February-2019
www.ijresm.com | ISSN (Online): 2581-5792

concern in environmental marketing, green marketing strategies the environment and the organisms living in it in
needs to be performed on priority bases. In the Recent years anyway.
most of the companies are using green marketing as an
A. Limitations of the study
instrument to attract and retain customers.
An Analysis of Determinants of Consumer Purchase  A basic presumption for the whole research is that the
behaviour towards Green FMCG products by Manvinder Singh feedback and all the details received are true in nature.
Tondon and Vaishali Sethi.  Sample of just 100 respondents is chosen from the
The growing environmental degradation green marketing has population for the research.
made its ways into the minds of the consumers and corporates.  Time constraint- This project had to be taken in
They say that consumers are no longer insensitive towards the specific time duration which does not permit extensive
environmental problems and they consider whether the research report.
products they purchase are safe for the environment or not apart  The business environment keeps changing and
from price and the quality. So Companies are slowly corresponding changes occur in the marketing
introducing green marketing into their business practices by practices. This study is done in the present
reducing the impact of production, manufacture and energy environment without foreseeing future development.
usage on the environment.
7. Research methodology
3. Statement of the problem The study will be based on both descriptive and empirical in
The present consumers are slowly becoming aware about nature mainly based on survey method by using target
how the products chosen by them are impacting the population, sampling techniques, and sample size in order to
environment. But many consumers are still not aware about the obtain results with reference to the research problem. The total
same. The awareness and attitude of Indian consumers towards number of respondents is 100.
green products and the relationship between the attitude and
A. Sample design
behaviour is also questionable. This study aims to resolve the
research problem/question that if consumers are aware green Sample Size:
marketing practices and the influence on the consumers The sample size selected for the research project is 100
purchase decisions. samples from Bangalore, India to make correct decision for the
project.
4. Scope of the study Sampling Technique:
Simple random sampling technique will be used to determine
The Study intends to cover the study of green marketing, the the accuracy of survey results. To analyse and interpret the data
awareness level of the consumers and how it impacts the collected from the survey, various statistical techniques have
consumer perception. been use such as percentage analysis and ANOVA.
Sample Description:
5. Objectives The sample consists of green institution and customers.
Primary Objective: Simple random sampling method is used for sampling design in
 A study on how green marketing is impacting the which respondents are randomly selected.
consumer’s perception.
Secondary Objective: 8. Data analysis and interpretation
 To analyse the level of awareness about green
Table 1
products among Indian consumers. Gender
 To investigate the reasons for which consumers Gender
purchase green products. Frequency Percent Valid Cumulative
Percent Percent
 To analyse if there is a difference in the awareness Valid Female 72 72.0 72.0 72.0
level of consumers based on their age. Male 28 28.0 28.0 100.0
 To analyse and interpret the issues and challenges of Total 100 100.0 100.0
green marketing practices.

6. Operational definition
 Consumer Perception: the view of the consumers on
the company and its products.
 Green Marketing: Marketing of environmentally
friendly products and services.
 Environmentally friendly: products that do not harm
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www.ijresm.com | ISSN (Online): 2581-5792

The table 1 exhibits that there are 72 female and 28 male respondents are employed, 9% of the respondents have their
respondents. The mean that out of the total number of own business, 6% of the respondents are home markers, 4% of
respondents 72% are females and only 28% of the respondents the respondents are unemployed, 2% of the respondents are
were male. This indicates that there is a lower participation of self-employed, the rest of the respondents belong to the others
male when it comes to shopping of green products. The high category of which 1% of the respondents are freelancers and
level of female participation indicates that women shop (green 1% of the respondents are musicians.
products) more for the household than male. So they are much
aware about the green products.
Table 2
Age
Frequency Percent Valid Cumulative
Percent Percent
Valid 18-23 67 67.0 67.0 67.0
years
24-29 21 21.0 21.0 88.0
years
30-35 3 3.0 3.0 91.0
years
42 & 8 8.0 8.0 99.0
above
below 18 1 1.0 1.0 100.0 Table 4
years Educational Qualification
Total 100 100.0 100.0 Frequency Percent Valid Cumulative
Percent Percent
Valid 12th or Pre- 7 7.0 7.0 7.0
University
Doctorate 1 1.0 1.0 8.0
Others : 1 1.0 1.0 9.0
graduate
Post 47 47.0 47.0 56.0
Graduate
Professional 11 11.0 11.0 67.0
Under 33 33.0 33.0 100.0
Graduate
Total 100 100.0 100.0

The table 2 indicates the age category of the respondents. The

table shows that 67% of the respondents were of the age group
18-23 years, 21% of the respondents were of the age group 24-
29 years, 8% of the respondents were of the age group 42&
above, 3% of the respondents were of the age 30-35 years, 1%
is of the age group below 18 years.

Table 3
Employment status
Frequency Percent Valid Cumulative
Percent Percent
The table 4 indicates the Educational Qualification of the
Valid Business 9 9.0 9.0 9.0
respondents. 47% of the respondents are post graduates, 33% of
Employed 19 19.0 19.0 28.0 the respondents are under graduates, 11% of the respondents are
Freelancer 1 1.0 1.0 29.0
professionals, 7% of the respondents who fall under the
Home 6 6.0 6.0 35.0
Maker category of 12th or Pre- University, 1% of the respondents are
Musician 1 1.0 1.0 36.0 Doctorate holders, 1% fall under the others category.
Self 2 2.0 2.0 38.0 The table 5 indicates the level of awareness about green
employed
Student 58 58.0 58.0 96.0
marketing among the respondents. 63% of the respondents have
Unemployed 4 4.0 4.0 100.0 average level of awareness, 12% of the respondents have a high
Total 100 100.0 100.0 level of awareness, 10% have a low level of awareness, another
10% have a very low level of awareness, 5% of the respondents
The table 3 indicates the employment status of the
have a very high level of awareness.
respondents. 58% of the respondents are students, 19% of the
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Volume-2, Issue-2, February-2019
www.ijresm.com | ISSN (Online): 2581-5792

Table 5 green products to decrease the harmful impact on the

Level of awareness about green products environment, 22% of the respondents purchase green products
Frequency Percent Valid Cumulative because of the quality of the products.
Percent Percent
Valid Average 63 63.0 63.0 63.0 H0: There is no significant difference in the awareness of green
High 12 12.0 12.0 75.0 products with respect to the age of the consumers.
Low 10 10.0 10.0 85.0 H1: There is a significant difference in the awareness of green
Very 5 5.0 5.0 90.0 products with respect of the age of the consumers
High
Very 10 10.0 10.0 100.0 The Level of significance taken to compute is 0.05
low According to the one way ANOVA test null hypothesis (H0) is
Total 100 100.0 100.0 to be accepted if p>0.05 and the null hypothesis (H0) is to be
rejected if p<0.05
In the above table the sig (p) =0.340
Therefore, since 0.340> 0.05 null hypothesis (H0) is accepted
So we can conclude that there is no significant difference in
awareness of green products with respect to the age of the
consumer.

9. Findings
1) From the above study we can say that 63% of the
respondents have an average level of awareness about
the green products.
2) 67% of the people/respondents’ reason for purchasing
green products are to decrease the harmful effects on
the environment.
3) The awareness of the consumers about green products
doesn’t differ based on age to a great extent. But the
number of respondents of 18-23 years is more in
number.
4) The number of female respondents are more than male
respondents.

10. Suggestions
1) The companies which produce green products
(environment friendly/cruelty free products) should
advertisement about the advantages of using green
products.
Table 7 2) Not many people are aware about the brands that sell
Anova green products. The brands should try to promote itself
Level of awareness about green products
Sum of df Mean F Sig.
by making this feature their USP.
Squares Square
Between 3.740 4 .935 1.144 .340 11. Conclusion
Groups
Within Groups 77.620 95 .817 In this study it was found that people have an average level
Total 81.360 99 of awareness of green products and not many people know
about the brands of green products. Most of the people agree
that the usage of green products will decrease the harmful
The table 6 indicates the reasons for which the respondents
impact of the environment. It is very important for the
purchase green products. 67% of the respondents purchase
Table 6
The reason for purchasing green products
Frequency Percent Valid Percent Cumulative Percent
Valid Family and friends are using green products 4 4.0 4.0 4.0
Influencers & celebrities are promoting/using green products 6 6.0 6.0 10.0
Quality of the products 22 22.0 22.0 32.0
Quality of the products, Friends and family are using green products 1 1.0 1.0 33.0
To decrease the harmful impact on the environment 67 67.0 67.0 100.0
Total 100 100.0 100.0
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www.ijresm.com | ISSN (Online): 2581-5792

companies producing green products to inform the benefit of [4] Eneizan, B.M, Wahab, K.A. and Kalsom Abd. Wahab – “Effect of Green
Marketing Strategy on Consumer Satisfaction in Jordan”, Arabian Journal
the green products and how with the usage they can reduce the of Business and Management Review, April 2016.
harmful effects on the environment [5] Manvinder Singh Tondon and Vaishali Sethi, “An Analysis of the
Determinants of Consumer Purchase Behaviour towards Green Products”
– IUP Journal of Marketing Management, August 2017.
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