THESIS

PRE- Ph.D PRESENTATION

Under the Supervision of Submitted by

Dr. Rajiv Dube Shalu Saxena
Professor and Head Research Scholar
School of Studies in Business Economics
A.P.S. University, Rewa (M.P.)
CONTENTS
 Introduction
 Literature review
 Objectives & Research Methodology
 Data Analysis and Interpretation
 Findings and Conclusion
 Recommendations
 INTRODUCTION
As society becomes more concerned with the natural environment,
businesses have begun to modify their behavior in an attempt to
address society's "new" concerns. One business area where
environmental issues have received a great deal of discussion is "Green
Marketing".

Green marketing is the marketing of products that are

presumed to be environmentally safe. Green marketing consists of all
activities designed to generate and facilitate any exchanges intended to
satisfy human needs or wants, such that the satisfaction of these needs
and wants occurs, with minimal detrimental impact on the natural
environment.
 GREEN PRODUCT
Green product means any product, which is not hazardous for environment and
customer as well, and it also work as a future remedy of negative impact of a
product. some common characteristics of green products are:

 Energy efficient

 Low emitting (low on hazardous emissions)

 Safe and/or healthy products

 Recyclable

 Durable (long-lasting)

 Biodegradable

 Renewable

 Reused products
 CONSUMER DURABLES
The consumer durables industry can be broadly
classified as:

Electronic goods
Home appliances
furniture
Automobile
 Review of Literature
 Oyewole, P. (2001) In his paper presents a conceptual link among green
marketing, environmental justice, and industrial ecology. It argues for
greater awareness of environmental justice in the practice for green
marketing.

 Alsmadi (2007) investigating the environmental behaviour of

consumers reveals a high level of environmental conscience.
Unfortunately however this positive tendency and preference in the
"green" products does not appear to have any effect on the final
decision.
• Akehurst (2012) studied the impact of socio demographic and

psychographic variables on ecological conscious consumers. The study

concluded with psychographic variables as more convincing towards

affecting the behaviour.

• Foster (2004) suggests that the over 45 years old consumers have a

tendency to be more open towards green information. Results are

inconsistent in terms of gender differences. It was found that women

are more concerned by green issues than men. Results are more

consistent in terms of education and income.

Objectives of the study
1. To study the awareness of consumers towards green marketing.

2. To examine the attitude of consumers towards durable green

products.

3. To find out if consumers are willing to pay more for durable green
products.

4. To identify the factors that influence the consumer to buy durable

green products.

5. To study the influence of green marketing on consumer buying

behavior towards durable green products.

6. To find out the effect of innovation and creativity on consumer

buying behavior towards durable green products.
Hypothesis of the study
1. There is no significant difference in awareness level of consumers
towards green marketing with respect to age, gender, education and
income.

2. There is no significant role of price of durable green products in

buyer’s purchase intention with respect to income.

3. There is no significant role of quality of durable green products in

buyer’s purchase intention with respect to education.

4. There is no significant role of promotion of durable green products

in buyer’s purchase intention with respect to income.
5. There is no significant difference in buyer’s purchase intention
towards durable green products on the basis of ecological concern
with respect to age, education and gender.

6. There is no significant influence of green marketing on consumer

buying behavior towards durable green products with respect to age,
education, gender and income.

7. There is no significant role of innovation and creativity in buyer’s

purchase intention towards durable green products with respect to
age, education gender.
Research Design
Sample Design

Type of Universe: I have selected a finite universe for the study as

the number of respondents are population of area of 4 cities (Rewa,
Satna, Bhopal, Jabalpur) of Madhya Pradesh.

Sample Area: The population of area of 4 cities (Rewa, Satna,

Bhopal, Jabalpur) of Madhya Pradesh has been selected through
convenience sampling using income group strata.

Sample size: The sample size of 400 respondents have been taken.
Sampling Method: The respondents for research have been
selected through 2 stage sampling. In First stage, 4 cities of
Madhya pradesh i.e. Rewa, Satna, Bhopal, Jabalpur were
selected on the basis of convenience and 100 respondents
were taken from each city and in the second stage,
respondents were stratified on the basis of their income.

100
from
Rewa

100 100
from 400 respondents from
Bhopal Satna

100
from
Jabalpur
Collection of Primary data
 Primary data is collected through structured questionnaire.

 Closed-ended questions are there in questionnaire that

limits respondents with a list of answer choices from which
they must choose to answer the question.

 Scaled questions - In this study, Likert scale has been used

in which options are there from strongly disagree to
strongly agree. The respondents had to indicate their
answers as per their choices.
Collection of Secondary data
The secondary data has also been referred to supplement the
primary data and to get a better insight on the research topic. I
have used secondary data obtained from different sources like
published reports and relevant articles of various newspapers
like Economic Times, Times of India, Business standard, The
Hindu etc. Various research journals/magazines published from
reputed institutes/publishers have also been the source of
secondary data for the study.
Method of data representation
and analysis

 For representation of data, tabulation and graphs are

used.
 For the purpose of analysis, statistical tools like
percentage method is used.
 For the purpose of hypothesis testing the following
tests are used-
 T-test
 ANOVA test
Limitations of the study
 First and foremost, an element of biasness may exist because the
sample was self-selected through convenience sampling.
 Time and money constraint were the major limiting factor.
 Sample size is small in accordance to the population so the
findings may not be applicable to large scale.
 Lack of experience was also the major limiting factor in this
research.
 Few respondents may have given information very casually or
might have manipulated their actual answer.
FINDINGS AND DISSCUSION
Objective 1: To study the awareness of consumers towards green
marketing.

 38.3% respondents were moderately aware and 24.3% respondents were

somewhat aware. Thus, level of awareness of respondents towards eco-friendly

products and green marketing practices found to be moderate.

 Most of the respondents i.e. 60.3% were aware towards eco-friendly products

and green marketing practices by newspaper.

Objective 2: To examine the attitude of consumers towards durable green

products.

 86.8% respondents prefer green products over non green products while

buying durable products when their product qualities are similar.

 47.8% respondents were disagreed about the over price of the durable green

products.

 Most of the respondents i.e. 73.8% agreed that durable green products have a

good quality performance than conventional durable goods and 77.3% of the

respondents agreed about the reliability and safety of durable green products.

 Respondents were also concerned about the protection of environment. 63.8%

respondents were ready to switch from their favourite brand to another brand

of durable products for ecological reason.

 Majority 43.5% of respondents were satisfied with the durable green products

as compared to conventional durable goods while only 31.3% respondents were

neutral and only 25.3% gave very high satisfaction to it. Thus, most of the

respondents were satisfied from it.

 Objective 3: To find out if consumers are willing to pay more for
durable green products.

 Most of the respondents i.e. 77.3% respondents were found to be ready

to pay more for durable product if green features increase its price.

 The factor ‘Environmental protection responsibility’ is the most

important factor that makes them willing to pay more for durable green
products and respondents gave least importance to the factor
‘Potential increase of product value’. Some other factors are ‘Getting
high level of satisfaction’ and ‘Enhance the quality of life’.
 Objective 4: To identify the factors that influence the consumers

to buy durable green products.

 The factor ‘Past experience, is the most influencing factor to buy

durable green products and the ‘Awareness about green products’ has

the least affect on consumer’s preference towards buying durable green

products.

 52.3% respondents were also influenced by the ‘Price’ factor, 42.0%

respondents were influenced with the factor ‘Information provided on

products’ and only 35.8% of respondents were influenced by the

‘Availability of green products’ while buying durable products.

 Objective 5: To study the influence of green marketing on consumer
buying behavior towards durable products.
 75.8% respondents were agreed that going green for buying durable goods
could be a beneficial investment in long run.
 Majority 64.0% of respondents found green marketing is real ecological need
and not just another marketing strategy.
 60.5% respondents buy a brand of durable goods which they don’t regularly buy
because of green marketing.

Objective 6: To find out the effect of innovation and creativity on

consumer buying behavior towards durable green products.
 Most of the respondents i.e. 82.1% seek innovation and creativity in the green
products whenever they purchase durable goods, whereas 2.5% respondents
were disagreed and 15.5% respondents were neutral.
CONCLUSION
 Consumers’ level of awareness about green products found to be
moderate. Newspaper remains leading source of information for most of
the respondents and should be utilized more for reaching out to the
consumers regarding green products and practices.

 Consumers have shown positive attitude towards durable green products

at the same time they are concerned with the quality, availability and price of
such products.

 The results suggest that a large number of consumers prefer durable green
products and willing to pay more for them. The consumers are concerned
about the state of environment and environment protection responsibility is
the most influencing factor for the consumers to pay more for durable green
products.
 It has found that past experience of the consumers about durable green
products influenced them most to buy it and some other influencing
factors were price of the green product, availability of green products,
information provided on products and awareness about green products.

 Consumers were agreed for the fact that green marketing is the real ecological
need and not just another marketing strategy and they considered that it is a
beneficial investment in long run. Green marketing influence consumers to
prefer green products which they do not buy regularly while buying
durable products.

 Innovation and creativity has a great influence on consumer’s purchase

intention while buying durable green products. Consumers prefer green
products having new and innovative features while buying durable
products.
 Overall, this study clearly identified a positive relationship
between the variables or factors which affect consumers’ buying
behavior for durable green products. Consumers’ buying behavior acts
as a predictor and have a direct influence on the decision process when
purchasing a durable green product. The results provide reasonable
support to all the hypothesized relationships.

Green marketing also has a great influence on consumer buying

behavior for durable green products. Responses were on moderate
positive level and we can conclude that consumers are not skeptic
about green claims of the organizations and consumers are concerned
about the present and future state of environment signifying need for
green products and practices.
RECOMMENDATIONS
 To increase the awareness towards green marketing, promotional
activity should be used through TV and newspaper. Marketers also
need to plan, some new ways to make aware about the green product
which will result to save the cost and pass on benefits to end
consumers.

 Green marketers needs to understand, identify and design marketing

mix strategies to appeal to the preferences of the market
segments for durable green products at suitable price levels and
also consider environmental and quality aspects in order to attract
more consumers.
 The companies must keep in mind that the consumers are very much
concerned about the environmental issues and they are willing to pay a
premium price for the durable green products. Companies can
command a higher price if they can enhance the product’s
performance and offer extra product value.

 Some factors such as past experience have a great influence among all
of the factors that indicated that marketing managers should concern
with the superior value of the durable green products. Consumers
have strong emphasis on the end-value of the products in order
to repeat purchases.
 When companies adopt green marketing activities, they should ensure
that the thorough understanding of the implications of green
marketing activities must be undertaken by the companies so as
to ensure that it influence the consumers and they achieve
competitive advantage in the market.

 In today’s rapidly evolving global economy, companies need to

continuously improvise and innovate because customers expect
new and better products and services all the time, organizations
have to be creative and innovative. It is a key to survival in a highly
competitive environment.