INTRODUCTION

“CONSUMER ATTITUDES TOWARDS THE ENVIRONMENT

AND GREEN PRODUCTS”

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“Green Marketing” is a newer issue in the eyes of marketers. “Green Marketing” is defined as
the marketing of products that are presumed to be environmentally safe. There is a common
perception among the general population that the term green marketing refers only to
advertising or promoting products that possess environmental characteristics. Consumers
want to do the right thing when it comes to protecting the environment and their health. Even
in this economic climate, the green movement is gathering momentum, and it's hard to miss
the deluge of ads introducing new green products from well-known national brands. As
resources are limited and human wants are unlimited, it is important for the marketers to
utilize the resources efficiently without waste as well as to achieve the organization's
objective. So green marketing is inevitable

In India, the concept of Green Marketing has been utilizing right from the use of biogas in
the villages to using environment-friendly products like bamboo furniture, CFL, etc. In fact,
the pottery made from earthenware and the use of traditional surai and matka for drinking
cool water rather than the refrigerator, is another interesting example? Use of steel utensils
which are reusable, rather than disposable plates, can also be viewed as a green initiative. The
use of coolers rather than air conditioners goes a long way in reducing the carbon footprint.
However, these traditional items seem to be gradually losing their sheen, with more and more
people using modern gadgets and gizmos. According to Google Trends report 2007, on a
relative basis, more searches for “green marketing” originated from India than from any other
country.

Recently, the entire country people attitudes turn towards “going green”. A lot of people from
all different parts of the world are doing their part in order to keep the earth healthy. More and

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more people are switching to behaviour that is safer for the earth: they are driving hybrid cars,
using solar and wind power, recycling, and cleaning with “green” products

Nowadays, the environment has become a mainstream issue in the current competitive world.
Green marketing is a major trend to know the reason for environmental issues like global
warming, ozone depletion, pollution, loss of biodiversity and deforestation. The purpose of
the study is to find out the awareness level of consumers‟ towards green products in INDIA .
Environment friendly, eco-friendly, nature-friendly, and green are marketing terms referring
to goods and services, laws, guidelines and policies that inflict reduced, minimal, or no harm
upon ecosystems or the environment. Companies use these ambiguous terms to promote
goods and services, sometimes with additional, more specific certifications, such as Eco
labels. The International Organization for Standardization has developed ISO 14020 and ISO
14024 to establish principles and procedures for environmental labels and declarations that
certifiers and eco labelers should follow. The past decades have witnessed large scale
industrialization that resulted in rapid economic growth and increasing consumption all over
the world. This in turn has resulted in deterioration of the environment due to exploitation of
natural resources. Considering the importance of the environment, consumers around the
globe started showing concern for environmental protection and started avoiding the products
that are harmful for the environment. Awareness of the destruction of natural resources has
raised the issue of environmental protection, which in turn has created eco-friendly
consumption called “green consumerism”. Marketers responded to the growing
environmental consciousness of consumers by adopting green practices and developing
environment-friendly products. Today, governments, organizations, as well as the general
public are concerned about the environment and are taking initiatives at their own level.
Various governments have implemented environmental laws for environment protection and
are also providing subsidies on green/environment friendly products. Organizations are also
adopting green practices for the concern of the environment as well as to match with the legal
framework of environmental regulation. Environmental damage can be reduced by designing,
consuming, and labeling eco-friendly products and for this consumer awareness is essential to
be successive. our research study will help the marketer to know the fact about eco-friendly
products whether those will get market or not and consumers will appreciate those positively
or vice-versa.

Current Green Product Scenario in India

Many analysts are predicting that 2012-13 will be a make-or break-it year for many green
businesses as increasing competition in the green sector drives some businesses to new
heights of innovation and service while other businesses lag behind. Trends may come and
go, however, keeping track of green business trends is a great way to ensure that your
business stays fresh, flexible, and creative in the face of new challenges and opportunities, the
surest way to green business success in 2013 and beyond.

Top Ten Green Brand in India – 2013

01. Amul
02. Dabur India ltd.

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03. Infosys
04. Taj Hotels
05. Britannia Industries ltd.
06. Suzlon India
07. Hindustan Unilever Ltd
08. Wipro technologies ltd
09. Maruti Udyog ltd.
10. Godrej Consumer Products

Top ten Greenest countries in in the world

01. Iceland
02. Switzerland
03. Coasta Rica
04. Sweden
05. Norway
06. Mauritius
07. France
08. Austria
09. Cuba
10. Colombia

Customer Benefits through Green Products

1. CFL bulbs - Save money, last longer

2. Hybride cars l- Quite rides
3. Natural cleaners Safety - peace of mind
4. Organic products Safety - better taste
5. Recycled papers - Save money
6. Car sharing Convenience, - save money
7. Solar powered cell phones - Extended use
8. Alternative fuel - Environment friendly

Some of the advantages of green marketing are as follows

1. It ensures sustained long-term growth along with profitability.

2. It saves money in the long run, although initial cost is more.

3. It helps the companies to market their products and services

keeping the environment aspects in mind. It helps in accessing the new
markets and enjoying competitive advantage.

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4. Most of the employees also feel proud and responsible to be
working for an environmentally responsible company.

5. It promotes corporate social responsibility.

Reasons for Adopting Green Marketing

1. Opportunities available and competitive advantage.

2. Corporate social responsibility on the part of companies.

3. Government regulations.

4. Competition with other responsible companies.

5. Goodwill of the company.

Examples of green marketing in Indian companies

Wipro and Infosys:

Wipro and Infosys‟s are going green Wipro launched desktops, laptops are known as Wipro
green wares. It was the first company in India who developed eco-sustainability in the form of
energy, water efficiency and waste management. Wipro are actively seeking to become a very
green company. Wipro has taken various initiatives to be green and the main objective of this
is to become a carbon natural, water positive and energy saving in business organization.
Wipro designs products and solutions that can minimize hazardous waste . For the purpose of
enhancing ecological sustainability, WIPRO is continuously offering green products. Wipro
has adopted a number of steps for ecological-sustainability at its corporate level also. Wipro
wants to become fully carbon natural and to achieve zero carbon emission by balancing the
carbon released by the firm with equaling quantity off set. Wipro, Infosys reduced it per
capita consumption of electricity and procured renewable energy. In future, every new
building on campus follows integrated design methods for the purpose maximize the day light
and reduce heat . It will construct energy efficient building, at present also, In Wipro 18
building are certified to the international green standard. It replaced order office equipment
with new energy saving equipment. Wipro and Infosys also installed solar panel also in their
campus. We know that solar power is 70% cheaper than power generated by diesel. Solar
energy has no adverse impact on our surrounding also. Products manufactured by these firms
are less harmful to environment.

Tata Metaliks Limited:

This deals in mining and metal sector. It has given a green view to reduce its carbon foot
prints. The objective of Tata Metaliks Limited is to increase the green cover through
plantation, ground water, power generation and use of natural fertilizers etc. The major green
initiatives of this company is related to water utilization. It depends entirely on the ground
water or no municipal supply and it will perform a complete water neutral operations .

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Suzlon Energy:

Suzlon energy also going green. Suzlon is the world‟s 4th largest wind power company
among the greenest and best company in India. It is a renewable company manufacturer and
produce wind Turbines, now Suzlon 30% power of renewable energy in India. It meets the
need of present without compromising the capacity of future generation to meet their needs.
Its total revenue was $ 4.18 billion in 2011 .

Electronics sector:

The consumer electronics sector provides room for using green marketing to attract new
customers. One example of this is HP's promise to cut its global energy use 20 percent by the
year 2010. To accomplish this reduction below 2005 levels, The Hewlett Packard Company
announced plans to deliver energy-efficient products and services and institute energy-
efficient operating practices in its facilities worldwide . Introduction of CNG in Delhi: New
Delhi, capital of India, was being polluted at a very fast pace until Supreme Court of India
forced a change to alternative fuels. In 2002, a directive was issued to completely adopt CNG
in all public transport systems to curb pollution .

Maruti Udyog Ltd:

Greening of Supply Chain: The company has remained ahead of regulatory requirements in
pursuit of environment protection and energy conservation at its manufacturing facilities, and
in development of products that use fewer natural resources and are environment friendly .
The company credited the 'Just-in-Time' philosophy adopted and internalized by the
employees as the prime reason that helped to excel in this direction. The company has been
promoting 3R since its inception. As a result the company has not only been able to recycle
100% of treated waste water but also reduced fresh water consumption. The company has
implemented rain water harvesting to recharge the aquifers. Also, recyclable packing for
bought out components is being actively promoted. The company has been facilitating
implementation of Environment Management System (EMS) at its suppliers' end. Regular
training programs are conducted for all the suppliers on EMS. Surveys are conducted to
assess the vendors who need more guidance. The systems and the environmental performance
of suppliers are audited. The green co-efficient of this system is much better than the
conventional system.

The green consumer is generally defined as one who adopts environmentally friendly
behaviours and/or who purchases green products over the standard alternatives. Green
consumers are more internally-controlled as they believe that an individual consumer can be
effective in environmental protection. Thus, they feel that the job of environmental protection
should not be left to the government, business, environmentalists and scientists only; they as
consumers can also play a part. They are also less dogmatic and more open-minded or
tolerant toward new products and AyselBoztepe ideas. Their open-mindedness helps them to
accept green products and behaviors, more readily.

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 A consumer, who is knowledgeable about environment, will tend to make „green purchase‟.

Types of Green Consumers:

The study divided consumers into four groups based on their level of eco-consciousness. By
observing consumer buying behaviors, the study identified key buying motivations for each
group, as well as major purchasing drivers.
According to the study, each group is distinctive, both in its interest in green and its key
values.

True blue greens: This group is characterized by business consumers who are:-

 Highly committed to environmental products

 Buying environmental products whether it leads high cost
 Avoid products that are not made on environmental concern
 Highly involved in pro-environmental activities
 Make monetary contributions to environmental issues

Greenback Greens: This group is similar to the True blues. However, greenbacks are:-

 Willing to pay premium for environmentally sound products

 Sometimes they switch to another products if the environmental products are not
available or cope with the lifestyle

Sprouts: This group doesn‟t usually purchase green products

 Capable of doing so, if they are marketed to them in an appropriate way

 Tend to believe in environmental causes only in theory, not in practice
 They rank well above companies overall on when it comes to environmental
requirements and standards. This makes the group a key swing group

Grousers: Grousers are-

 Not committed to environmental products

 Not believe that they are capable of effecting change
 Tend to claim that they have many reasons for not doing more for the environment

Basic browns: These business consumers-

 Do not think about the environmental issues

 Expose that it is not necessary to do many things for the environment
 Emphasize the profit only
 May harm the environment

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