Amity Business School PROJECT TITLE- GREEN BRANDING IN IT INDUSTRY SUBMITTED BY: KABEER BHATIA A0102212107 MBA M&S Class of 2014
Amity Business SchoolObjectives of the study To find the functional & emotional attributes which help in making a green brand positioning strategy. To draw out a best set of strategy to position an IT product in green ways. To assist businesses to better understanding the trend of green purchasing behaviour.
Amity Business School (Patrick Hartmann and F. Javier ForcadaSainz. 2005) indicates that an overall positive inuence of green brand positioning on brand attitude. Further ndings suggest distinct functional and emotional dimensions of green brand positioning with the interaction of both dimensions in the formation of brand attitude. Highest perceptual effects were achieved through a green positioning strategy that combined functional attributes with emotional benets. (Anthony Chan, 2009) derived the reasons behind the discrepancies between perceived greenness of a brand and an objective evaluation of the companys sustainability practices through the study of corporate websites as brand positioning tools. Different elements of a corporate branding strategy are examined. (Ramus et al, 2005) Unfortunately, there is evidence to suggest that stated policies are not always implemented and that external stakeholders should be skeptical of policy statements if there is no economic incentive for their implementation. Review of Literature
Amity Business School (Montoro-Rios et al, 2008) discussed about the time when all IT companies studied are honing their green branding strategies, there is evidence to show that environmental associations do not always enhance brand performance. Consumers have been found to process attributes of environmental practices of a brand in a fashion similar to that of information processing to any other attribute; but environmental beliefs have less importance. (Easterling et al, 1996) said that for environmental advertising to be successful, a firm must first have an environmental strategy in place Advertising strategies have changed overtime from image orientation to product orientation in the 1990s.Process and factual orientations are the least utilized orientations which the authors suggest is an opportunity.
Amity Business School Research Methodology In this report, Descriptive research design is used Descriptive Research design is used when researcher want to know the underlying problems and insight facts. Since Green Branding is used excessively by top IT brands, so it was necessary to know what consumer actually thinks and perceive the important factor while buying an IT product. Descriptive Research leads to solution of problem, so taking these vital points, Descriptive research design was chosen. Sample size -100 , Sampling Technique- Convenient sampling Data Collection Primary Data A structured Questionnaire was designed considering the objective of study. Respondent were asked to fill the questionnaire Secondary Data-Research Papers, Internet, Journals.
Amity Business School Data Analysis & Interpretation Interpretation: A high value of the statistic (from 0.5 to 1) indicates the appropriateness of the factor analysis for data in hand. Here the value is 0.537 which means it is appropriate to apply factor analysis.
Amity Business School ROTATED COMPONENT MATRIX Interpretation The Rotated Component Matrix shows the factor loadings for each variable. Group 1- Banning of Export Waste & Alternative storage solutions Group 2- Partnerships with NGOs & use of stats Group 3- Donations & usage of Green word in Brand name Group 4- Trade-in Programs Group 5- Sustainable Technology
Amity Business School Mean & Standard Deviation Environmental Concern All the items have means between 2.29 & 3.05, indicating low level of environmental concern among respondents, worry about the worsening quality of Delhis environment was the most dominant factors in measuring influential of environmental concern on green purchasing intention. Social Influence The respondents perception of social influence received an average mean of 2.2. The respondents gave highest response on the item Learn about environmentally issues from my friends with the mean of 2.43. Self-Image The items for self-image variable scored mean ranges 2.6 & 1.92 respectively. It indicates a moderate low level of concerning self-image in environmental related behaviour. Man-Nature Orientation This finding suggests that respondents have a good level of agreement on living harmoniously with nature. Overall, this dimension also obtained a relatively high mean score compare to the other dimensions
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Amity Business School Importance of Factors The table shows that Work is the most important factor characterized by respondents followed by Friends & Family.
Amity Business School Limitations Research is based on the collection of data from both primary and secondary sources. The responses were collected from a small sample size as the target audience was consumers of IT products that did not showed much enthusiasm in filling the questionnaire. Some respondents may not have given the correct information and views due to their lack of interest and shortage of time. However proper care was taken to avoid such respondents All the information, which is taken, is based on primary and secondary data that has its own limitations. This research was conducted across a small area of Noida on a small sample size. Thus, it is difficult to know perceptions and thinking of consumers of IT products across Noida. Sample size being small is another limitation of the study.
Amity Business School Conclusions The most important factors are : Group 1- Banning of Export Waste & Alternative storage solutions Group 2- Partnerships with NGOs & use of stats Group 3- Donations & usage of Green word in Brand name Group 4- Trade-in Programs Group 5- Sustainable Technology As the companies are doing good on the above five factors they need to focus more on functional attributes rather than emotional attributes Overall, the study shows that young consumers displayed a quite positive intention of purchasing green products. Green marketers can consider this group of consumers as one of their potential target markets.In addition, in the future this group of consumers will become a big market for green products due to the following reasons:
Amity Business School Reference Ajzen, I. (2005).Attitudes, Personality and Behaviour,2ed.England: Open University Press, McGraw-Hill. Ajzen, I. & Fishbein, M. (1975).Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Retrieved on October 3, 2009, fromhttp://www. uky.edu/~drlane/capstone/health/reson.html. Ajzen, I., & Fishbein, M. (1980).Understanding Attitudes and Predicting Social Angela, P. (2001). Examining Why Consumers Intend to purchase ecologically sound products. Retrieved on August 20, 2009, from http://smib.vuw.ac.nz:8081/WWW/ANZMAC2001/anzmac/AUTHORS/pdfs/paladino1. pdf Behavior. Englewood Cliffs, NJ: Prentice-Hall. Bowen, F. (2000), Environmental visibility: a trigger of green, organisational response?, Business Strategy and the Environment, Vol. 9 No. 2, pp. 92-107. Easterling, D., Kenworthy, A. and Nemzoff, R. (1996), The greening of advertising: a twenty-five year look at environmental advertising, Journal of Marketing Theory and Practice, Vol. 4 No. 1, pp. 20-33. Green Factor Study. (2012). Hansen, A., & Machin, D. (2008), Visually branding the environment: climate change as a marketing opportunity. Discourse Studies, 10 (6), 777-794.