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IJEMR July 2016 - Vol 6 Issue 07 - Online - ISSN 22492585 Print - ISSN 2249-8672
Most consumers spending pattern shows that they have a desire for brands that
go green. Consumers not only want to buy their products but are willing to pay
more for it.
Anirban Sarkar discussed the 4Ps of green marketing and the golden rules for
green marketing. Marketers also have the responsibility to make the consumers
understand the need for and benefits of green products as compared to non-green
ones. In green marketing, consumers are willing to pay more to maintain a cleaner
and greener environment. Consumers, industrial buyers and suppliers need to
pressurize to minimize the negative effects on the environment-friendly. Green
marketing assumes even more importance and relevance in developing countries
like India.
Objectives of the Research
To study the impact of green marketing on consumers
To know the consumer perception towards the green marketing
Research Methodology
Descriptive type of research is adopted by the researchers. 30 respondents were
selected as per the convenient of the researchers to collect the primary data.
Secondary data were collected from the research journals and websites. Percentage
analysis and the weighted average method were used as a data analysis tools.
Data Analysis and Interpretation
Table: 1 Green marketing means to
Particulars
No.
Respondents
Of Percentage
Environmental
friendly
28
93.33
Durable
3.33
No idea
3.33
Easy to maintain
2
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IJEMR July 2016 - Vol 6 Issue 07 - Online - ISSN 22492585 Print - ISSN 2249-8672
No. Of Respondents
Percentage
Friends/family
23.33
Media
10
33.33
Internet source
11
36.66
Newspaper
3.33
No. Of Respondents
Percentage
Online purchase
6.66
Direct purchase
14
46.66
Retail shops
12
40.00
3.33
No. Of Respondents
Percentage
Highly challenging
19
63.33
Time consuming
20.00
Expensive
16.66
3
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IJEMR July 2016 - Vol 6 Issue 07 - Online - ISSN 22492585 Print - ISSN 2249-8672
No. Of Respondents
Percentage
Yes
28
93.33
No
6.66
No. Of Respondents
Percentage
Credit payment
23.33
Net banking
13.33
Debit payment
13.33
Cash on delivery
15
50.00
6.66
Agree
13
43.33
Neutral
30.00
Strongly
disagree
16.66
Disagree
3.33
IJEMR July 2016 - Vol 6 Issue 07 - Online - ISSN 22492585 Print - ISSN 2249-8672
No. Of Respondents
Percentage
Yes
23.33
No
10.00
Little
20
66.66
No. Of Respondents
Percentage
Agree
15
50.00
Strongly Agree
30.00
Neutral
20.00
Disagree
Strongly Disagree
5
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IJEMR July 2016 - Vol 6 Issue 07 - Online - ISSN 22492585 Print - ISSN 2249-8672
Table: 10 Rate the reasons for willingness to buy the green products
(Weighted Average Method)
Reason for purchase
1
2
3
4
5
6
Weighted Rank
rank
total
Enhance the quality of 12
life
14
20
15
Environmental
protection responsibility
12
21
24
10
12
II
Potential increase
product value
of 3
27
12
40
30
III
Getting high
satisfaction
of 1
18
32
25
54
III
level
Pricing
12
16
30
30
II
Advertising
12
15
16
25
60
III
6
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IJEMR July 2016 - Vol 6 Issue 07 - Online - ISSN 22492585 Print - ISSN 2249-8672
Reference:
Anirban Sarkar, Green marketing and sustainable development challenges and
opportunities, International Journal of Marketing, Financial Services &
Management Research Vol.1 Issue 9, September 2012, ISSN 2277 3622, Page No:
120-134.
Bhatia Myayank and Jain Amit, Green Marketing: A Study of Consumer
Perception and Preferences in India, Electronic Green Journal, 1, Issue.36 (2013),
ISSN: 1076-7975, Page No: 1-19
Rashad Yazdanifard and Igbazua Erdoo Mercy, the impact of Green Marketing
on Customer satisfaction and Environmental safety, IACSIT Press, Singapore, vol. 5
(2011), Page No: 637-641
www.greenmarketing.com
http:philipkotler2013.blogspot.in
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