September,2013

MACAURO
NEWSLETTER TO EDUCATE AND EMPOWER
1st TO 28th FEBRUARY 2016

Consumer Awareness & Attitude

towards Green Marketing
BY Maulik Rathod
Rai University, Ahmedabad 382260. Gujarat, India
Awareness towards environmental deterioration and
environmental consciousness have been raised in consumers and
corporates. The concept of environmental marketing has become
the important issue in the strategic marketing management for
most of the Indian companies. The raised awareness should be
translated into green consumption for the success of sustainable
development. The aim of research paper is to study consumer
awareness about green marketing and consumer attitude towards
green brands in Ahmedabad city. The data was collected through
a structured questionnaire which contains questions to measure
the concern for environment, awareness about eco-friendly
products and buying behaviour. This exploratory analysis
conclude that the consumers have aware and concerned for green
initiative of corporates which shows a positive impact on Going
Green strategy. This Awareness among consumers and attitude
towards green marketing should be promoted for the scope of
greener & grater India.

Volume I

I. GREEN MARKETING
To define green marketing is not a simple task as intersaction
and contradiction is prevails in the philosophical essence of social,
environmental and retail dimensions of the green marketing [5].
American Marketing Associaltion defines green marketing as
the marketing of environmentally safe products and which
incorporates a borad range of activities including product
modification, changes in production process packaging &
promotion. Green marketing is refers to firms efforts at product
designing, prising, promoting and placing that will not harm the
environment [6]. According to Welford the management process that
responsible to recognise, anticipate and to meet the recvirement of
customers and society in a profitable and sustainable way [7].
Unfortunatelly, a majority of people belive that green marketing
is refers solely to the promotion or advertising of products with
environemntal characteristics [8]. In broader term, green marketing
includes a whole set of ideas, methods and proceses for achiving
goals of entereprise [9]. The implicit meaning of green marketing is
not only bound to marketing of eco-friendly products but it is a
holistic concept of marketing through which corporates implement
environment friendly strategy at all level of organization and
practice to achieve economical ans social goals.

III. INTRODUCTION

n the modern marketing era, Green Marketing become

dominant phenomenon in strategic marketing management as
consumers and corporates both are concerned with
environment, wealth and health. Green marketing is a
phylosophy of Societal marketing concept
[1] as it
domesticates the view that its not enough to satisfy consumer
only but should consider ecological intrests of the socety also.
As a part of CSR [2] green marketing can be reffered as
corporates efforts that will not harm the environment.
Corporates should be concerned all the stake holders when
setting the objectives and formulate strategies of the business.
Going Green move may be expensive in the short term but

II. OBJECTIVES OF THE STUDY

1. To Study the awareness of consumers about green marketing.
2. To Analyse the attitude of consumers towards green products.

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COVER ARTICLE
IV. RESEARCH METHODOLOGY
The present study is empirical in nature as it aims to find out the awareness and attitude of consumers in respect of Ecofriendly products.
Collection of data is in the form of secondary and primary data. Secondary data is collected through research articles
from journals, focus group transcript, newspapers, magazines from library and websites. The Primary data is collected from
respondents of Ahmedabad city through a structured questionnaire designed for a random sample of 100 respondents by using
the mail survey method due to limitation of time factor.
Questionnaire is designed in such a way that there are several questions to study the objectives of the research included
demographic factors of the respondents, the awareness towards green marketing by corporates and the consumer attitude ecofriendly brands in market. The questions are designed on the basis of close ended five point Likert scale such as Strongly
Agree, Agree, Neutral, Disagree and Strongly Disagree.
To analyse the collected data for drawing inferences, statistical tools are used such as Percentage analysis and Mean
score.
To analyze the data and to draw inferences the following statistical tools were used to ensure the objectives drawn. Both
parametric and non-parametric tests were used in the study. They are percentage analysis and mean score.
V. DATA ANALYSIS AND INTERPRETATION
A. Consumer Awareness about Green Marketing
Rating Scale
Points

Respondents

Strongly Agree

No
105

Agree

30

20

Neutral

06

04

Disagree

06

04

Strongly Disagree

03

02

150

100

Total

%
70

Mean Score

618
150 = 4.52
> 4.5 is
considered
as the next
higher value

Source : Primary Data

From the analysis, it is concluded that 70% (i.e. 105 person) of the respondents have awareness about Green marketing
initiatives of corporates.

-3B. Consumer Attitude towards Green Marketing

Rating Scale
Points

Respondents

Strongly Agree

No
111

Agree

21

14

Neutral

03

02

Disagree

09

06

Strongly Disagree

06

04

150

100

Total

%
74

Mean Score

672
150 = 4.48

Source : Primary Data

From the analysis, it is concluded that 74% (111 person) of the respondents more aware about Green products in market.
VI. FINDINGS
Many firms are concerned with the effectiveness of green marketing strategy on buying behaviour of consumers which id directly
affected by awareness about products / brands [10] [11]. Brand awareness plays an important role on purchase intention because
consumers tend to buy a familiar and well known product [12].
Consumers have sown strong concerns about Going Green move of corporates. They are well aware about the green initiatives taken
by companies through eco-friendly products, green touch to packaging and green way of promotion. Consumers are also aware about the
concept of green economy as it will be beneficial not only to trade and natural environment but to their social life also. Most of them
understand the significance of green products which shows the positive sign for adaptation of green consumption which will lead to for
betterment of the environment as well as for business.
75% of the respondents are aware and have positive attitude towards Green marketing and Green brands in the markets. They consider
Eco-label as a major identification tool to purchase environment friendly products. However they required more information while buying
green products.
VII. CONCLUSION
This study indicates that the consumers of Ahmedabad city are aware about the Green brands and they have more concerned to
purchase eco- friendly products with the help of eco labels and therefore it can be consider as an important tool environmental marketing.
This Awareness among consumers and attitude towards green marketing should be promoted for the scope of greener & grater India.

VIII.

SCOPE FOR RESEARCH

Further Research can be carried out in the area of Green Marketing Mix and Consumer Buying Behaviour & Factors affecting to it with
implementation of hypothesis & advanced statistical tools can be used to achieve accuracy of results to this study.

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NEWS AND EVENTS

Date: 28th August 2013 (Wednesday)
Event: Naming Ceremony of MACAURO
Venue: Auditorium
Guests: Sri. H.K.RajPurohit (Hon. Chairman), Sri M.S. Gudi (Hon.
Secretary),Sri Ramchandra (Hon. Joint Secretary), Sri .Gururaj Deshpande
(Hon. Treasurer),Sri Vadakeri (RES member), Smt. Shailaja M (Principal),
Sri Murali (PU Principal),

Date: 14th August 2013 (Wednesday)

Event: Professional Development ICAI course
Venue: Auditorium
Guests: CMA Selvanarayanan- Practicing Cost Accountant

COMMERCE QUIZ
Q1. A type of unemployment in which workers are in between jobs or are searching for new and better jobs is called :
a) Frictional Unemployment

b) Cyclical Unemployment

c) Structural Unemployment

d) Turnover Unemployment

Q2. When book value keeps on reducing by annual charge of depreciation it is known as :
a) Straight Line Method

b) Written Down Value method

c) Reducing Balance method

d) Both b) and C)

Q3. Statutory Auditor of a company in the care of casual vacancy may be appointed by the :
a) Board of Directors

b) Managing Directors

c) Extraordinary General Meeting

d) Government Concerned

Q4. Bombay Stock Exchange was established in the year :

a) 1867
b) 1887
c) 1917

d) 1927

Kindly, send in your answers by 25th September 2013 to Commerce and Management department or sent it via email to
macauro13@gmail.com

-6-

TIT BITS
INDIAN SECURITIES MARKET
Securities markets can be segregated into Primary market and
Secondary market.
Primary market deals with the new issues that a company
offers to the public. The issuers in any markets are the
corporations, government, banks, financial institutions and
mutual funds. Securities issued could be shares, bonds,
debentures, other debt instruments, mutual funds schemes and
collective investment schemes.
Secondary market facilitates trading and transfer of securities
from one investors to another. In secondary market, the main
intermediaries are the brokers and the sub brokers.
Stock exchange facilitates the trading of securities. The
securities market is regulated in order to ensure safety for
investors.
Bombay Stock Exchange (BSE) is the oldest exchange which
exist in India. It was called as The Native Share and
Stockbrokers Association. In all there are 19 recognized stock
exchanges in India. Out of which 5 are National level
Exchanges and 14 regional exchanges.
NSE,BSE and MCXSE lead the Indian Securities Market in
terms of listing, trading and volumes. In April 1988, SEBI was
established as an administrative body to develop and regulate
the securities market and to protect the investors.SEBI Act was
passed in 1992 after the failure of market in 1991 due to share
market scam and it was given complete regulatory control over
the Indian Securities markets.
Nation wide electronic trading on NSE commenced in 1994. In
1996, BSE was allowed to open trading terminals outside
Mumbai.
The Securities Contracts (Regulation) Act, 1956, seeks to
prevent undesirable transactions in securities by regulating the
business of dealing in securities.
Depositories Act , 1996 lead to the dematerialization (demat) of
securities and transfer of securities in to electronic form.
Delivery and settlement within two days of trading has been
possible due to this.

Derivatives Trading commenced in India in June 2000 when

SEBI gave approval for trading in index futures. At present
trading volume is around 3 times that of spot markets.
Over The Counter (OTC) and Over the Terminal (OTT)
exchange of India was established to provide a trading
mechanism for the small cap and mid cap companies.

FACTS AND FIGURES

Companies Act , 2012 passed in Loksabha on 8th

September 2013. This will replace Companies Act ,
1956.
Rupee to dollar stands at Rs 63.38
Foreign Direct Investment (FDI) up by 12% to
$1.65 billion up to July 2013.
Retail Inflation picks up to 9.87%
Indirect Tax collection up by 3.8% in April-May
Gold prices falls for 5th day on a falling demand.

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