20 Green Marketing Presentation 97-2003

8/8/2019 20 Green Marketing Presentation 97-2003

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Seminar Paper

On

CUSTOMER PERCEPTION TOWARDS GREEN PRODUCTS

Presented by:

Alok Kumar

PGDM-RM- 2nd Year

Roll No-020

K. J. Somaiya Institute of Management Studies & Research (SIMSR)


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The purpose of study was to investigate the consumer

attitudes and perceptions towards eco- friendly

products and their willingness to pay on green products.

Green marketing refers solely to the

promotion or advertising of products

with environmental characteristics.Recyclable, Refillable, Ozone Friendly,

and Environmentally Friendly.


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WHY ARE FIRMS USING GREEN MARKETING?

Reasons are as follows:

Opportunity

Moral obligation to be more socially responsible

Governmental bodies are forcing firms to become more

responsible

Competitors' environmental activities

Cost factors associated with waste disposal, or reductions in

material usage forces firms to modify their behavior


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Body Shop heavily promote the fact that they are environmentally

responsible. While this behavior is a competitive advantage, the

firm was established specifically to offer consumers

environmentally responsible alternatives to conventional cosmetic

products

Walt Disney World has an extensive waste management programand infrastructure in place, yet these facilities are not highlighted

in their general tourist promotional activities


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PROBLEMS Lack of consumer awareness

Limited scientific knowledge (CFC,HFC, DME)

Financial constraints

Consumer perception may not be right

Prevalence of Deceptive marketing

Lack of stringent legal standards

Considered costly and of lower quality

Environmentally friendly decision today may be harmful

tomorrow


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Nike is one of the most targeted

companies in the world. If we say

too much about what were doing,

then we open ourselves up for more

grief. They (e.g., Greenpeace) would

find the 99 things that we did

wrong.- Lorrie Vogel(Nike)

Why it is risky?


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Promote as a

marketing toolDo not promote


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1- When you hear the word Environment what comes into your mind?

2- What are the major causes of environmental imbalance?

3- Who is responsible for protecting the environment?

4- What do you think about going green?

5- What are the factors affecting going green?

Primary Research


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Data analysis

Awareness of Environmental Issues

They strongly communicated that nature and the

surrounding atmosphere are increasingly affected and

destroyed by human actions.

Consumers are not thinking about any solutions to the

environmental problems but rather about the harmful

actions made against the environment and the extent to

which it is polluted.


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Data Analysis

Sources of Pollution

In consensus, the participants agreed that themajor sources of pollution are human actions

made against the environment on both sides ofthe consumers and producers

Some supporting quotes:

"The problem is in people themselves" "Pollution is at its highest level and people are

living normally as if nothing is happening"

"Pollution with all its types is here


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Environmental Protection Responsibility

The Government Responsibility


"But awareness must come from thegovernment first

Consumers' Responsibility

I believe we should start by ourselves from ourhomes and our streets


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Consumers Perception about Going Green


Going green is not a fad. Its a fact that we have to

realize sooner or later otherwise we will kill

ourselves

The problem is in the economic condition of our

country, people think first about how to live and

eat not about how to protect the environment

"It's not a matter of a trend, we have to go green"


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Green Consumption

Economic Problems

Participants emphasized that going green isexpensive and they cannot afford. They explainedthat buying green products is out of the shopping

preferences and that green concerns fall farbehind their economic concerns and savingpriorities.


"I might have many other considerations thansaving the environment from pollution"

"Going green is not one of our main priorities"


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Green Consumption

Lack of Motivation and IncentivesParticipants argued that people need to bemotivated in order to go green. They added thatmotivation and a good incentive system can help

in this context and can induce the consumers toparticipate in pro-environmental actions and careabout the environment.

Some Supporting quotes:

"I don't search for green products"

"People must be motivated to go green"


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Green Consumption

Consumers Distrust

Participants stated that they don't have the opportunity to choose

between green and non-green products because green products

are very expensive, have low availability in the market and are

difficult to find.

They clarified that they do not trust whether the environmentally-friendly products are truly or not green products.


I'll choose to buy green products but I must be given the choice

first"

"I don't know where to find them"

"Green products are very expensive and we our constrained by our

income level"


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Recommendations

Strong need for independent accreditation body Business organizations are suggested to follow strategies in

order to get benefits from the environmentally friendly

approach as green marketing offers business incentives and

growth opportunities while it may involve start-up costs, it will

save money in the long term.

In addition to that marketer can charge high price with

highlighting eco friendliness of the products.

Finally, organization can reinforce environmental credibility by

using sustainable marketing and communications such as publicrelations and creative advertising associated with green issues in

India.


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Did I forgot to say a big

THANK YOU

Documents

20 Green Marketing Presentation 97-2003