CHAPTER (3)

FINDINGS

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FINDINGS

This study developed a research framework to explore were important for green customer satisfaction which was in turn appeared to be a good antecedent of green customer loyalty. the relationships among green product quality, green corporate image, green customer satisfaction, and green customer loyalty. First, this study revealed that green product quality had positive effects on green customer satisfaction and green customer loyalty. These findings were consistent with the literature. Moreover, previous studies also suggested that companies can enhance their competitive advantage by increasing product differentiation. Therefore, companies incorporated green ideas in their products not only can satisfy the environmental needs of customers, but also increase green customer satisfaction and green customer loyalty. Second, this study revealed that green corporate image had positive effects on green customer satisfaction and green customer loyalty. Several studies suggested that customer satisfaction and customer loyalty can be achieved by the corporate image depending on the development in the markets. Therefore, the findings of this study agreed with those studies. Additionally, this study reconfirmed the result that green brand image was positively associated with green satisfaction. It was clearly that green corporate image could be one of important sources of green customer satisfaction. Third, this study revealed that green customer satisfaction had a positive effect on green customer loyalty. This finding supported previous research findings on the relationship between customer satisfaction and customer loyalty. the finding of this study enhanced the understanding and knowledge of the antecedents of

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green customer loyalty. Both green product quality and green corporate image for their appreciations and helpful comments.

Conclusion
As the demand for green products undoubtedly exists, Green Marketing provides an opportunity to the companies to increase their market-share by introducing eco friendly products. Stricter environmental regulations across the world, growing consumer preference for eco-friendly companies, and the inherent cost advantages in lowering toxic waste, are encouraging industries big and small to clean up. Result of a survey conducted showed that, consumers are not overly committed to improving their environment and may be looking to lay too much responsibility on industry and government. Though its the responsibility of the firm to produce products, which are having minimum impact on the environment, but ultimately its the consumer who is having responsibility to use eco friendly products. Consumers are not too much concerned about the environment but as they have become more sophisticated, they require clear information about how choosing one product over another will benefit the environment. Consumer education results in their empowerment. Empowered consumers choose environmentally preferable products when all else is equal. Ultimately green marketing requires that consumers Think Green, Think clean, Think Eco-friendly i.e. they want a cleaner environment and are willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution.

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RECOMMENDATIONS
Finite resources such as oil, metal, and even fresh water will become scarcer and more expensive. If businesses do not become more efficient in using these resources it will have a huge impact on the bottom line. Investing in Green Products thus changes from beyond doing good to ultimately good business sense. Thus they should: Invest in research and create clean and environment friendly products. Clean energy sources such as solar, wind, bio-fuels and hydra power. Water harvesting. Recycle at every level. Move towards paperless office.

Educate masses of the environment issues because they are going to be the bulk consumers. Socially responsible investing in environment driven projects. Plant more trees.
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The corporations must rethink: Their raw material and procurement strategies. They should develop new products They should redesign existing products and service.

They should realize that pollution prevention can be a cost saving activity.

They should steer their product and packaging designs to use less material.

CHAPTER (4) ANNEXURE

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QUETIONNAIRE GREEN PRODUCT QUALITY, CORPORATE IMAGE, CUSTOMER LOYALTY, CUSTOMER SATISFACTION A STUDY OF GREEN PRODUCTS

Q1: WHAT IS THE FIRST THING THAT CAME INTO YOUR MIND WHEN YOU THINK OF A GREEN PRODUCT? That minimizes the impact on the environment. Consumer considered reducing water storage. Green products with natural/organic ingredients.

Q2: WHAT OTHER THING THAT CAME INTO YOUR MIND WHEN YOU THINK OF A GREEN PRODUCT PLEASE SELECT FROM THE LIST (Multiple response accepted)

Made of recyclable or reusable material packaging. Energy/ efficient uses renewable sources of energy. Made with natural ingredients organic. Non toxic in nature. Contributes less to green house emission. 64

Has received green certification. Requires less water for manufacturing/use. Manufactured marketed by socially responsible company. Grown or manufactured locally. Not tested on animals.

Q3: WHAT IS YOUR PERCEPTION REGARDING PURCHASING OF GREEN PRODUCTS? Understand product but not buy them. Considered but have not actually bought them. Used to buy green products, but not bought recently. Some of the products you buy are green. Most of the products you buy are green.

Q4: ON WHAT PARAMETERS YOU DECIDE NOT TO BUY GREEN PRODUCTS? They are too expensive. They do not offer many choices or variants. They are not easily available.

Q5: WHAT ARE YOUR REASONS FOR PURCHASING A GREEN PRODUCT? Due to more conscious about environmental issues. Just want to try it. For health conscious purpose. Other (if any mention)

Q6: WHAT ALL FACTORS YOU CONSIDER WHILE BUYING GREEN PRODUCTS? As safe or safer than a conventional product. Healthier than a conventional product.

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Offer a comparable or lower price than a conventional product. Readily available.

Q7: WHAT INFORMATION SOURCES YOU WOULD LIKE TO PREFER WHILE KNOWING ABOUT GREEN PRODUCTS? Product labels T V advertisement Print media Company websites Documentaries on T.V Specialized reports Word of mouth

Q8: HOW MUCH YOU ARE SATISFIED WHEN YOU PURCHASE A FOLLOWING PRODUCTS? (In context their usage) SATISFIED Cleaning products Paper products Fruits and vegetables Electronics Appliances Dairy products Packaged food Consumer durables Automobiles DISSATISFIED CANT SAY

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Q9: WHAT PARAMETERS YOU STUDY WHEN YOU WANT TO BUY GREEN PRODUCTS IN FUTURE? These products are too expensive Do not feel need to buy green products Not easily available Product reviews you analyze

Q10: WHAT IMPORTANT ATTRIBUTES YOU SEE IN GREEN PRODUCTS? Products manufactures causes minimal harmful emissions Product is biodegradable Product packaging is made up of recyclable material Product is natural Product is energy efficient Product is manufacturing using minimal resources as water or energy

Q11: WHAT RATING YOU WOULD LIKE TO GIVE TO THE COMPANY ON BINGS GREEN? Very important Somewhat important Not important

Q12: WHAT ATTRIBUTES YOU THINK COMPANY ADOPTS TO BE GREEN CONSCIOUS? Company adopts sustainable practices for manufacturing. Company is transparent about risks and safety associated with the product. Company offers both conventional and green product. 67

Company communicates on environmental issues. Company involved in socially responsible projects.

Q13: Rate the company on following parameters (1 to 10 likert scale) HP UNILEVER NESTLE CISCO P&G Involved in social responsibility Adopts sustainable practices Communicate environmental issues Transparent about risks

Q14: For statistical analysis, we would need some data please answer the question given below? NAME: ORGANISATION: ADDRESS: PIN CODE: E- MAIL:

Q. Which age group does you belongs? (a) Under 20 (b) 21-30 (c) 31-40 (d) 41-50 (e) 51-60 Q. Your occupation? (a) Homemaker

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(b) Student (c) Service (d) Business Q. Educational qualification? (a) Undergraduate (b) Graduate (c) Post graduate Thank you very much for your time and support. Your participation in this study will be very useful and important for the success of this study.

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