ADMIN GROUP –11

Operational Research Project

Green Marketing In FMCG Market

Virali Mehta (50)

Yash Saxena (51)
Yash Chawathe (52)
Ritik Surana (53)
Advaiit Chaturvedi (55)
INTRODUCTON

The negative impact of human activities over the environment is the matter of major concern these
days. Governments all around the world are undertaking activities to reduce this negative impacts.
Academic disciplines have integrated green issues in their literature. This is even true with marketing
subjects and terms like “green marketing” and “environmental marketing” are starting to gain
popularity. Governments and environment activist have become so concerned about green marketing
that they’ve attempted to regulate them.

Green marketing basically refers to the process of selling products and services based on their
environmental benefits. Such a product or service may be environmentally friendly in it or produced
or packaged in an environmentally friendly way.

In this project our group members have read several research papers about green marketing to
understand the level of awareness about green marketing, consumer attitude and preference for green
marketing, their purchase intention, their perception for consumer goods etc. We also got know about
the various green marketing initiative undertaken by various industries, the green marketing strategies
adopted and lastly green marketing by Hindustan Unilever.

AIM
The main aim of research paper is to analyse green marketing its awareness level, the advantages, and
disadvantages. By reading research papers by various authors about green marketing we have got an
idea about green marketing and have given our views in this literature review.
Virali Mehta, Roll no. 50

 Consumer's Attitude and Purchase Intention towards Green Products in the FMCG
Sector
-By Shweta, Deepak Singh K.S. Thakur

The basic objective of this research paper is to see if consumers actually prefer green marketed
products over regular ones and the influence of marketing mix.

Due to the recent changes happening to the environment globally and the media coverage for the same,
people have become more aware. Thus, the Consumers want products that are eco- friendly. The
organisations also want to preserve what is left, usually every organization aims to earn maximum
profits but this view is gradually changing.

Marketing mix has become very vital in the production of eco-friendly products due to the
environmental concern of consumers, but there are two more factors people and physical distribution
that needs to be taken into account in this case.

This research paper uses hypothesis testing between factors and the green products.

Here both qualitative and quantitative methods are used like Epistemological consideration, ABC
model and deductive approach. There data is collected from different aspects like Sampling Method,
Survey Method. The sampling method looks at Choice of non-probability sample, Population, Sample
size and Composition of Sample. While the survey method looks at questionnaires, factor analysis,
quality, generalisation, reliability, validity, data analysis, demographics.

In all we find that females are more inclined to eco-friendly products, positive attitude also affects the
buying decision to some extent. The most important factors among the marketing-mix elements are
the price and promotion, and we saw that product and place have a low impact but it is a good reason
for companies to fix that. Finally, satisfaction and WOM were also the most important factors to
explain the contribution to the variance of purchase intention.

 Consumers’ purchase intention of green products: an investigation of the drivers and

moderating variable
-By Chan Yew Ling, Graduate School of Business, Universiti Sains Malaysia.

To examine drivers and its moderating variable that influencing consumers’ purchase intention on
green personal care products.
Environmental attitude, this basically means the attitude of the people relating to the changes that
happen in the environment and their response. Many studies show a positive relationship between
environmental attitudes and green purchase intention in different cultures, such as Asian, US, and
European, and in different product categories. However, in Malaysia consumers are not fully aware of
the alternative green product. To change this perhaps there should be more social interactions regarding
green products. This can be don’t through eco-friendly advertisements or having discussion rather than
just providing information online. Self-efficacy is an important factor as it influences people’s
decisions process. Higher the level of induced self-efficacy, the higher the behaviour accomplishments
and the lower the emotional arousal was observed. Willingness to pay, since the green products are
priced higher, thus in this case the consumers perception plays a major role.

To find out what factors are most effective we use regression and correlation.

In conclusion, the environmental attitudes and self- efficacy are positively correlated to consumers
buying green personal care products. Price is very sensitive factor for green products. This will help
the necessary people and help them motivate and change behaviour of consumers to influence them to
buy green products.

 Green Marketing Mix: Rethinking Competitive Advantage during Climate Change

-By Divesh Kumar, Ishwar Kumar, Zillur Rahman, Sresha Yadav, Praveen Goyal

To know how and why companies started to switch to green marketing.

The major reason is global warming this is causing climate changes. This changes in turn cause a lot
of problems to the agricultural industry because there are droughts at time and heavy rains at times.
The fluctuations in the weather is making it very difficult for some industries, in turn hampering the
growth. Green marketing started in 1960s, early 1970s however consumers started to become aware
only by 1980s.

Green marketing mainly focuses on four issues, importance of green marketing, impact on firms,
recognition by consumers and improvement and efficiency of green marketing. Companies have
adopted various initiatives like adoption of automation techniques in various processes like
transportation, stock record, distribution systems this helps reduce fuel and energy consumption which
in turn protects the environment.

Due to the rapid increase about awareness of the environment almost all the organizations are looking
at an eco-friendly alternative. Indian organisations are also adopting green strategies to sustain their
market share, they are also looking at CSR activities. Not only does green marketing help the
environment but also helps in cost cutting, employee satisfaction, waste minimization, society welfare
etc.
  Green Consumption an Empirical Study of Consumers Attitudes and Perception
regarding Eco-Friendly FMCG Products, with special reference to Delhi and NCR
Region
-By Dr. Sachin S. Vernekar, Preeti Wadhwa

Characteristics that induce eco-friendly consumptions specially about fmcg products.

Green evolution has three phases the ecological phase, the environmental phase and the sustainable
phase. Ecological phase assists the environmental problems and tries coming up with solutions.
Environmental phase focuses on implementing cleaner techniques and sustainable phase to keep the
eco-friendly products and activities prevalent. Observations say that the younger generations are more
environmentally cautious and they consume more green products. People do not mind consuming
green products related to household items but when it comes to personal care and clothes they are
comparatively less willing. However there has been a sustainable growth in the consumption of green
products and usage of green marketing techniques by corporates over the last few years. Corporates
are willing to go the extra step for usage of green techniques and consumers are also happy if the
quality of the product is maintained and is reasonably priced. The product as well as the package is
what mainly influence the consumer after doing a study this was what we found out. The promotion
techniques of the companies should be done in such a way that the consumers feel like purchasing the
product, thus I feel companies should focus on product quality, maintaining reasonable prices,
promoting the product effectively and making it conveniently available for purchase. I feel if this
particular aspect is handled properly by corporates in this specific order the marginal growth will
increase.

The cost to start a green marketing campaign will be high initially but this can be covered gradually.
Adopting this particular technique can help increase the credibility of the firm and in turn can gain
customer loyalty.
Yash Saxena, Roll no. 51

 Facing the backlash: green marketing and strategic reorientation in the 1990s
-By Taylor & Francis

This paper discusses green marketing strategies in the context faced by businesses in the middle to late
1990s. The literature suggests that this context has been characterized by a consumer backlash against
green marketing, which has been created by perceived problems in the areas of green product
performance and green claims in the late 1980s and early 1990s. Evidence is reported from a qualitative
study which investigated corporate perceptions of this context and revealed the strategic orientations
which have subsequently been employed by green marketers. The findings suggest that managers do
indeed perceive the backlash to have occurred and to have been caused by the factors posited. It is
argued that these understandings have assumed the role of myths in shaping organizational perceptions
of the green marketing context. Four subsequent strategic routes are identified in the paper, namely
passive greening, muted greening, niche greening and collaborative greening. These are described in
some detail and managers’ justifications for them are presented. It is shown that each of these strategies
might be appropriate for particular situations in the context of the backlash and some of the limitations
of the green marketing literature in this respect are highlighted. Finally, some discussion is provided
regarding the appropriateness of these strategies in the future and potential avenues for further research
are identified.

● Pro-environmental products: marketing influence on consumer purchase decision

-By Josephine Pickett-Baker and Ritsuko Ozaki

The objective of this paper is to investigate if marketing and branding techniques can help establish green brands
and introduce greener patterns of consumption into contemporary lifestyles in the current context where
environmentally friendly products are increasingly available.
It reports the results of a consumer product survey using a questionnaire based on the Dunlap and van Liere
HEP-NEP environmental survey and the Roper Starch Worldwide environmental behaviour survey. The results
show a correlation between consumer confidence in the performance of green products and their pro-
environmental beliefs in general. The findings suggest that most consumers cannot easily identify greener
products (apart from cleaning products) although they would favour products manufactured by greener
companies, and they do not find the current product marketing particularly relevant or engaging.
This paper identifies that consumers are not exposed enough to green product marketing communication and
suggests the greater use of marketing and brands to promote and sell products that are environmentally friendly
and function effectively. This study confirms the existence of an environmental value-action gap, a gap between
consumer’s beliefs and behaviours over being green. The research also found that consumers with high pro-
environmental values are more likely to believe that green products will perform as expected, whilst among the
majority of consumers, a major barrier to the purchasing of green products is concern over product performance.
 ● Industry Initiatives for Green Marketing in India
-By Neeraj Kumar Sharma

The objective of this paper is to examine the need, importance and problems of green marketing and
also to evaluate the initiatives taken by the Indian companies for green marketing in their core business
values. Today, Environment issues are seen everywhere in the world. These issues are very crucial i.e.,
global warming, waste disposal, climate change, and pollution etc. and influence our daily life. By this
time many corporate are still hesitated to use green marketing practices even after government
compulsion. The main reason for this is that firm still thinks that green marketing practice may increase
their cost of production and reduce the profit. This article consists of some examples of the firms in
India which are going green and fetching good amount of profit and customer satisfaction.
Some golden rules are also given in the article for the companies going for green marketing. Some
examples of the companies are also given in the article which is successful in reducing cost of
production and improving the profit by green marketing like WIPRO, Infosys, Tata Metelik Limited,
Maruti and Delhi CNG and Suzlon Energy. Green marketing is the marketing of goods and services
that are presumed to be sold for environment. It involves an entire process of product manufacturing
to supplying in market. Such as: raw material used in product, technology, packaging and distribution.

● Evaluation of Green Marketing Strategies in FMCG Segment

-By Amit Syal and Dr Lokesh Jindal

There is growing concern by the Indian Government and the consumers over the environmental impact
of the FMCG products. Nowadays, various companies offer green FMCG products in India therefore
slowly resulted to evaluate the green marketing strategies adopted by FMCG segment in India. Related
studies that have been done on green marketing practices that survey among Indian Consumers report
a high level of concern for the environment and engagement in environmental behaviour.
Evaluation of green marketing strategies is crucial among FMCG sector in order to remain competitive
and profitable whereby it seems that today’s society is not only growing an interest in green marketing,
but also green marketing practices have become an integral part of carrying out business and more so
in FMCG industry that thrives mostly on natural resources for production.
Key takeaways from the study findings that that there is a huge number of male respondents aware of
green marketing strategies of FMCG sector in India. Numerous male respondents enumerate awareness
with the help of word of mouth communication, advertisements, banners and the like. Green marketing
mix plays an important role in experiencing the benefits derived from it. Challenges that have been
identified during the study should be carefully considered as they hinder the progress of the economy
to a large extent. If firms do not embrace the green concept consequences occur. Green FMCG sector
shall not be attractive thereby hindering in the growth of FMCG segment in India.

● A Study on Consumer Attitudes towards Green Fast Moving Consumer Goods (FMCG)
(With Special Reference to Tiruchirapalli Town)
-By Dr. T.Unnamalai
Primary data secondary data have been collected for the study. Primary data are collected from the 250
consumers from Tiruchirapalli town. The sample consumers are selected using convenient random
sampling method. The period of the study is May to July 2016(three months duration). The secondary
data have been collected from books, journals and websites. Chi square test is used to know the
relationship between the personal characters and the level of awareness and the attitude of the
consumers.
Tiruchirapalli district is centrally located, having vast population and having educational background
Green marketing, awareness about the green products and green environment still it is in infant stage
in Tiruchirapalli.
Tiruchirapalli district secured second place among the India cities in Clean City project. Even though
the awareness and the usage of Green FMCG products among the people is very low, but majority of
them are having consciousness about the eco friendly environment and try to save earth from pollution.
The Corporation is already creating campaign for avoiding plastic products. The corporation,
University and other private companies try to use conservative energy. The steps could be taken by
joint hands from the government, corporation, NGOs and Private companies. Meanwhile, if the entire
Tiruchirapalli customers are became natural eco-friendly user, definitely Tiruchirapalli will become a
one of the finest clean city in future.
Yash Chawathe, roll no. 52

1 THE IMPACT OF GREEN MARKETING ON CONSUMER SATISFACTION AND

ENVIRONMENTAL SAFETY.

Rashad Yazdanifard, Faculty of Business, Limkokwing University of Creative Technology, Cyberjaya, Malaysia

Igbazua Erdoo Mercy, Faculty of Business, Limkokwing University of Creative Technology, Cyberjaya,
Malaysia

Summary

Green Marketing and Sustainable Development

Keywords
: Green Marketing, Consumer Satisfaction, Environmental Safety.

Sustainable development means meeting the needs of the present generations without compromising the ability
of the future generation to meet their own needs. It is the development of energy- efficient operations, better
pollution controls, recyclable and biodegradable packaging, ecologically safe products are all part of green
marketing which also helps in leading to sustainable development. Green Marketing in terms of Price, Product,
Place and Promotion

Green Marketing in terms of Price and Promotion:

The price of green product has to be affordable for the customer to encourage them to purchase it. Industrial
differentiation works only when products reduce client’s cost. Most buyers are influenced by advertisement that
reflects a company’s commitment to environment companies that do green advertisement which tend to portray
an image of environmental friendliness, influences their customer purchase decisions. Consumers would like
to associate themselves with companies that are environmental steward. Studies have shown the significant
influence of environmental knowledge and consciousness on consumer environmental attitude Consequently,
companies that communicate their ‘green product’ in their packaging, advertisement or manufacturing process,
gain satisfied customers.

Customer Satisfaction and Green Marketing

Customer satisfaction has been defined in two basic ways: as either an outcome or as a process. As an outcome,
satisfying the end state resulting from the consumption experience. As a process, it is the perceptual evaluative
and psychological process that contributes to satisfaction Studies have shown the significant influence of
environmental knowledge and consciousness on consumer environmental attitude Consequently, companies
that communicate their ‘green product’ in their packaging, advertisement or manufacturing process, gain
satisfied customers.

Environmental Safety

Environment is our simple surrounding. The increased awareness on environmental issues is as a result of
increased publicity on the media on issues such as the warring off of the ozone layer and increased pollution of
the environment by industries. Customers have become concerned about their everyday habit and the impact it
has on their environment

Conclusion
Conclusion

Green marketing is a tool for protecting the environment for the future generation. it has a positive impact on
environmental safety. Because of the growing concern of environmental protection, there is an emergence of a
new market which is the green market.
Ms. Anuradha Gaikwad.
Ms. Deepa Ingavale

2 A STUDY OF CONSUMER AWARENESS FOR GREEN MARKETING

Anuradha Gaikwad and Deepa Ingavale

In this case study we get insights of how important a role the environment plays in business decisions.
Environment and business are closely related, environment sustainability has become a key issue and adopting
green marketing can help the organisations to over this problem. In this paper the authors have conducted a
survey in Kohlapur to find out the awareness the consumers have about eco-friendly products, their willingness
to purchase expensive eco friendly products and to find out the relation between consumer education and income
to awareness of green marketing. They have shown relation between educational categories and awareness of
Green marketing, occupation &income and awareness about Green marketing, Edu. Qualification and
willingness to buy expensive eco friendly product and lastly income and willingness to buy the eco- friendly
projects.

Overall 60% of the people are aware of the concept of ‘Green Marketing’. Therefore the
hypothesis stated is proved.
2. No significant relationship is visible between income, educational qualification and
occupation with respect to awareness about Green marketing.
3. It seems that people who belong to the service category among occupation are more
aware and willing to buy eco-friendly products.
4. Consumers who are aware of eco-friendly products and have a preference for eco friendly
products are not willing to buy expensive eco-friendly products. Hence the second
hypothesis is rejected.
The authors concluded that nearly 60% of the population was aware about green marketing, no significant
relation between education income &occupation and awareness about green marketing, people belonging to
service category were more willing to buy eco friendly.

3 A study of the Impact of Green Marketing on Consumer Purchasing Patterns and Decision
Making in Telangana, India

Aditi Jaju, MSc in Management ,National College of Ireland

The purpose of this study is to investigate the impact of Green Marketing on Consumer Purchasing Patterns and
Decision Making in India. The study was concentrated particularly on the Telangana State in India. The results
were then analysed using descriptive, regression analysis and correlations from SPSS. The significant findings
show that intensity of green packaging and green branding, importance of green products and premium green
pricing have a significantly positive impact on consumer behaviour leading to green purchases. The research
was carried out to bridge the gap in the literature about how consumer purchasing patterns are influenced by
different green marketing strategies in the context of developing countries. The purpose of this research was to
investigate the impact of green marketing on consumer purchasing patterns and decision making in India. The
significant finding was that consumer perception of the intensity of green packaging and green branding had a
significant and positive effect on the environmental behaviour of consumers therefore initiating a direct link
between branding and consumer behaviour and adding to the green purchase patterns. Intensity of green
packaging and branding was also found to be correlated to the environmental behaviour of consumers, the
regression analysis furthered this theory for Indian consumers. It was also observed that environmental
advertising had a negative effect on environmental behaviour, similar result was found in terms of
environmental concerns and beliefs of consumers and its relationship to the environmental behaviour. This
shows that consumers are concerned about the environment, but they are reluctant to purchase green products.
Ritik Surana, Roll no. 53

 Considerable study of green marketing application in business enterprises

-By Rudy Aryanto, Bina Nusantara University

There has been a recent increase in companies that quick to accept concepts of integrated
environmental issues into all organizational activities, and many governments around the world
become so concerned about environmentally friendly business. As well as the discussion in the popular
and professional press is marketing. Terms Green Marketing appears frequently in the popular research
and press. This conceptual paper examined green marketing incorporates a broad range of activities,
including product modification, changes to the production process, packaging changes, ecolabeling,
demarketing, social marketing, as well as modifying advertising.

Green marketing is a marketing form that needs to be conducted by companies in the future to gain
sustainability economy, social and environment business. The application of green marketing concept
on industries can be executed by developing strategies and environmental policies integrating
environmental aspects into its business operation. Tools used to achieve them well is Environment
Management System.

 The Impact of Application Green Marketing Criteria on the Marketing Performance

-By Dr. Abdullah Mohammad Al-Hersh & Dr. Abdelmo'ti Suleiman Aburoub

The green marketing is one of the most important strategies which business organizations operate in
order to gain consumers confidence on one hand , governments and those who working to protect the
environment on the other hand . The survival of an organization in the market depends on its
commitment to the standards of environmental protection and consumer from the damage that may
arise from its operations .
This study aims to identify the impact of application of green marketing standards on the marketing
performance of the Rabigh Refining and Petrochemical Company (Petro Rabigh) , in order to achieve
this goal, a questionnaire was designed and distributed to the management of Refining and
Petrochemical Company (Petro Rabigh) at its all levels ( upper, middle and lower ) to take their
opinions , analyze them and extract the results of the study , the study has reached that the criteria of
green marketing have a strong and directly relationship in achieving an effective marketing
performance , with the exception of profitability where the relationship was weak, also the standard of
social responsibility has the greatest impact on the marketing performance of Refining and
Petrochemical Company (Petro Rabigh), however the least one was the standard of service , the study
found that the impact of green marketing standards on the marketing performance with existence of
the four variables of organization's culture were homogeneous and there were no differences in
influence between them.

 GREEN MARKETING- ITS APPLICATION, SCOPE AND FUTURE IN INDIA

-By Vikashita Mohanty and Sasmita Nayak

Green Marketing a major breakthrough in the vast field of marketing has become one of the growing
areas and is inviting a lot of attention towards it. In India Green Revolution started as a new revolution
in late 1990’s. Consumer Preferences and their buying behavior are changing and so is their concern
for the society. Green lifestyle has become a new way and has been accepted as a trending attitude of
the consumers. Most of the national and multinational organizations are becoming more concerned
about their roles in improving the quality of the environment and our surroundings. Our traditional
marketing system has evolved over the time to a more sustainable way of marketing that is ecological
in nature and is here to stay. This change in the marketing system and the change in the preferences of
the consumers is rightly observed by the organizations who are changing themselves radically in order
to cater to the demands of the dynamic market. Each player in the market is trying their best to create
a niche for themselves and to stand out in the crowd and in order to sustain and make profits in the
long term without negatively impacting the environment in this competitive era. The aim of this paper
is to understand the change in the attitudes of the consumers and companies and to find out the various
changes that has been adopted by the consumers as well as the organizations with respect to green
marketing.

 Strategic GREEN MARKETING and its implication by HINDUSTAN UNILEVER

LIMITED
-By Mansi Arora and Akarsh Agarwal

Environmentalism has fast emerged as a worldwide phenomenon due to rising evidence of

environmental problems. In the modern era of globalization, it has become a great challenge to keep
the customers as well as the consumers in fold and keep our natural environment safe and that is the
biggest need of the hour. The growing social concern for the environment has emerged as a key concept
in Marketing – Green Marketing. Green Marketing incorporates a broad range of activities including
Product Modification, changes to the production process, packaging changes as well as modifying
advertising. The changing consumer’s preferences with concern for future generations and results of
human activities require enterprises to have new decisions and creative ways of creating competitive
edge in the market. The Fast Moving Consumers Goods (FMCG) is an important contributor to India’s
GDP and it is the fourth largest sector of Indian Economy. Business and organizations have realized
the importance of eco-sustainability, green marketing and having competitive edge in market
environmental issues into all organizational activities, and many governments around the world.
Advaiit Chaturvedi, Roll no. 55

 EFFECT OF GREEN OPERATIONS AND OPERATIONAL PERFORMANCE OF

FOOD AND BEVERAGE PROCESSING FIRMS IN MOMBASA COUNTY, KENYA
-By Faith Mutheke

Green marketing and distribution refers to affirms strategy to designing, promote, price and distribute
commodities that ecologically safe. Companies face multiple choices while pursuing a green marketing
agenda. Green material management and production design for the environment includes all the
operations put on a product during manufacture. Eco-design which refers to design for environment,
green design which is design for green manufacturing, design for reduction, reuse design, recycling
design, design for waste reduction and resource efficiency design. This will promote better efficiency,
better productivity, cost saving, emission reduction, quality improvement and waste reduction

 A STUDY ON CONSUMER ATTITUDE TOWARDS ECO-FRIENDLY FMCG

PRODUCTS WITH REFERENCE TO HUBLI CITY IN KARNATAKA.
- By DR.B. Nagaraju and Thejaswini H.D.

Green marketing in Industries evolves in 3 phases. The First phase is termed as “Ecological” green
marketing where all marketing activities are concerned to help environmental problems and provide
remedies for environmental problems. Second phase is the “Environmental” green marketing which
focuses on clean technology that involved designing of innovation new products, which take care of
pollution and waste issues. Third phase is “sustainable” green marketing came into prominence in the
late 1990s and early 2000. “Product that incorporates the strategies in recycling or with recycled
content, reduced packaging or using less toxic materials to reduce the impact on the natural
environment is known as Green products or eco-friendly products.The green consumers are the main
motivating force behind the green marketing process

 GREEN MARKETING DEFINITION

-By Susan Ward

The most obvious constraint when it comes to Green Marketing in the FMCG industry is the excess
investment required to make the processes and products green. In addition, asking the customers to
pay a premium. World wide evidence proves that customers are willing to walk that extra mile for the
environment. The 2014 Nielson Global survey on Corporate Social Responsibility polled 30,000
consumers from 60 countries to determine statistics on consumer preferences for sustainable
purchasing, and found that 55% of consumers were willing to pay extra for products and services from
companies committed to positive social and environmental impact (up from 45% in 2011); 52% made
at least one purchase in the past six months from at least one socially responsible company; 52% check
product packaging to ensure sustainable impact.

 ADOPTION OF GREEN MARKETING STRATEGIES BY FAST MOVING

CONSUMER GOODS MANUFACTURERS IN NAIROBI CITY COUNTY
 -By Mwangi Mary Mugure

Sustainable marketing involves develo-ping and promoting products and services that meet consumer
needs, utilizing resources responsibly to ensure a better quality of life now and for future generations
to come. Adopting green marketing strategies in FMCG industries are based on 2 theories. First, the
natural resource-based view theory which says that a firm’s ability to manage natural resources will
lead to competitive advantage. Second, The theory of planned behaviour.
CONCLUSION

The environment has been the subject of consideration within the study and practice of marketing since
the early 1970s and, since the late 1980s, there has been a strong resurgence of interest in green
marketing. The subsequent outpouring of literature has claimed to herald a new age of ecologically
concerned customers and marketers. Consequently, considerable research effort has been expended on
exploring the strategic and tactical approaches which firms either could or should adopt in the
approaching green era. This has included examinations of how the marketing process can be ‘greened’,
how market strategies can incorporate environmental concerns, how green consumers can be
segmented and targeted, how the eco-efficiency of products, services and production delivery
processes can be enhanced and how stakeholders can be included in marketing practices. A major
barrier to the purchasing of green products is concern over whether the product will perform as
expected. However, consumers generally trust the performance of well known brands, so green
products that work well and do not make over inflated green claims could sell successfully under well-
known brands. Early majority consumers are likely to trust the performance of well-known brands
more than the performance of environmentally friendly products in general. In current green
marketing, branding is underutilised. The affective use of branding in selling green products should be
part of marketing strategies. The effect of emotion on influencing decisions, attitude formation and
memory retrieval, and the role that emotions play in consumer response to brands, should be taken into
account. Consumers would be more likely to choose brands which they knew were manufactured by
companies whose products and processes were more environmentally friendly. Consumers also feel
good about buying brands which are less damaging to the environment. The responses show,
consumers would be more likely to choose environmentally friendly brands. Respondents indicated
that they felt good about buying brands that were less damaging to the environment. However, they
also indicated that it was sometimes difficult to identify these products. They were not very aware of
relevant or engaging marketing, which they felt should include information on the benefits of and
improvements to the product. Overall, it is clear that the market for greener products is under-exploited
by marketers within consumer groups with pro-environmental values. This finding suggests the greater
use of marketing and brands to sell green products that are genuinely environmentally friendly and
function effectively.
Moreover We know that consumers are more inclined to buy eco- friendly products but only if the
quality of the product is maintained. They want to preserve the environment but are not ready to
compromise. We evaluated the driver and found out that environmental attitudes and self-efficacy were
positive correlated to the green consumer purchasing behaviour on green personal care product. It is
suggested that the marketers to prioritize their resources in areas that will stimulate their purchasing
behaviour, in this case to promote the important of protecting the environment for sustainable future
and bring in more products and improve store visibility. Green marketing doesn’t only help preserve
the environment but also help business as it has cost cutting ways and more the awareness more people
will buy green products. Companies need to develop a suitable marketing mix which maintains product
quality and is environment friendly, promotions and discounts will increase the number of consumers.
Green marketing is still growing thus we need to increase the awareness to actually make a change.
Initial cost to go green will be high but in the long term it will benefit the company as well as make a
better environment. However, there are aspects companies need to take in mind about quality,
distribution channels, advertisement and promotion strategies etc.
Businesses that embrace green operations are likely to see positive change in their operational
performance. Further, Enz and Siguaw (1999) in his study agreed that cost savings, operative
efficiencies and excellent marketing opportunities are derived from their environmental initiatives; the
research postulates that commitment to green management would positively influence performance.
The study also concludes that consumer is waking up to the virtues of green products. But it is still a
new concept for the majority. The new green movements need to reach the masses and that will take a
lot of time and effort. The government, the organization, the masses and the consumers have to join
their hands together in bringing the ecological balance. Lastly, though, a relatively new concept in
marketing field and especially to the locally owned manufacturing firms, proper awareness of green
transformation should be emphasized by the relevant bodies like NEMA. Following the research
activities of different scholars, it seems that today’s society is not only growing an interest in green
marketing, but also green marketing practices have become an integral part of carrying out business
and more so in FMCG industry that thrives mostly on natural resources for production.
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