Abstract
In current business scenario environmental issues plays an important role in business. In most of the country’s government is concerned about the environmental problems. In today’s business environmentally sustainable development has become a key issue. Green Marketing refers to the process of selling products and services based on their environmental benefits. Such a product or service should be eco-friendly in itself or product modification, changes to the production process, sustainable packaging, as well as modifying advertising. The present research reviews the green marketing literature in various aspects, which include customer awareness, relationship between the customer awareness and usage of green products, effect of green products and benefits of the green products. Green Marketing has been defined by AMA as “The research of the positive and negative aspects of marketing activities on pollution, energy depletion and non-energy resource depletion”. The research tries to analyse the awareness and willingness of the consumer to buy green products. However, one of the basic assumptions of green marketing is that potential consumers would be willing to pay more for a “green” product. For the study well-structured and close-ended questionnaire was used to collect the data from 114 respondents. The data was analyzed using percentage analysis, chi-square test and Friedman test. The results of the study show a bright future for green products in the present-day situations and the factors which enhancing the green products attractiveness in consumers.
Introduction
Green marketing is a modern concept which evolves in recent years. But Marketing is the holistic approach towards identifying and satisfying need and wants of consumer and potential consumer. Green Marketing means manufacturing and marketing of products and services which are manufactured through green processes. According to the American Marketing Association, “green marketing is the marketing of products that are presumed to be environmentally safe”. Thus, green marketing incorporates a wide range of activities such as modification of product, changes to the production process, packaging changes, as well as modifying advertising etc.
Green Marketing is also known as Environmental Marketing and Ecological Marketing. Thus, Green Marketing is a holistic marketing concept wherein the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness.
Green Marketing
Green marketing involves developing and promoting products and services that satisfy customers want and need for Quality, Performance, Affordable Pricing and Convenience without having a detrimental input on the environment.
According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus, green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing.
Why green marketing ?
As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization’s objective. So green marketing is inevitable. There is growing interest among the consumers all over the world regarding protection of environment. Worldwide evidence indicates people are concerned about the environment and are changing their behavior.
Components of a Project Report
A project report varies according to the MBA final year project course at top colleges, depending on the consequences and the requirements of the concerned project. But broadly, a project covers the following components:
- Title page
- Table of contents
- Introduction
- Background of the project
- Project objectives
- Methodology
- Results
- Discussion and Analysis
- Conclusion
- Bibliography or references
- Appendices
Project Report Pages : 80
Can be used in : Marketing Final Year Project
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