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Today’s, Environmental scenario are concerned with environmental issues like global warming, disposal of waste, climate change, and alarming pollution and which are influenced by our routine life. The government has taken various interventions to promote green marketing practice in corporate. But still corporate hesitate to do so, due to their increase in cost of production and which will reduce their return of profit. The study shows the green marketing practices which enable good return of profit and positive affects of customer.
The company who successful in practice of green marketing in their products in reduction cost control like Mc Donald, Tuna manufactures, Xerox, Indian Railways, WIPRO, Infosys.
The green marketing denotes “Three R’s of Environmentalism” which are to Reduce consumption, waste and pollution, Reuse what we have and Recycle everything we can, Apart from this green marketing also stresses on Conserving energy, water and other natural resources, Compliance with all environmental regulations, Striving to buy, sell and use ecologically friendly products, Educate employees, customers and other businesses.
Key words: Green marketing, strategy, Costumer satisfaction
Green marketing is the marketing of goods and services to bring environmental awareness to the consumers. Companies started to use the strategy in making their products and services towards green marketing, such as methods of producing, packing and distribution.The strategy of green marketing consists of all activities which are designed to produce and developthe idea to satisfy human needs or wants,satisfaction of consumers’ needs and wants occurs, which minimize the environmental impact.
Green marketing companies intends to develop the idea by promoting environmental products by mixing the traditional marketing to bring the products which are environmental friendly. This type of strategy enable the development ofsustainable new products to the market and new product line in the market.
Green marketing strategy used by various companies:
While ensuring the quality of products with ISO mark, now there is an increasing emphasis on marking goods that are environmental sustainable such products have “Ecomark” or ISO 1400 certification.
The resources are limited and human wants are unlimited. Over the exploitation of resources, global warming, greenhouse gas emission, pollution, soil erosion, deforestation and energy crisis in the world today are posing sever threat to nature and human life. So it may reflect in consumer’s pre-purchase, purchase and post-purchase behavior. Therefore, the research made an attempt whether the increasing awareness and literacy rate has been transformed into the attitudes of customers towards the responsibility of green marketing
The research is partially descriptive and partially analytical. The study was conducted among 250 consumers based on Judgmental Sample technique in Puducherry.A questionnaire with rating scale (Likert-scale) was used in this research. At the time of identifying sample, extreme care was taken to get a logical representation of various elements of demographic profile. The data gathered were evaluated by entering them into Microsoft Excel spreadsheet and used SPSS software for analysis.
The questionnaire of the study comprised of questions to cover the cross-section areas of thebehavioral changes in consumerstowards Green marketing purchase of product.
It was attempted to uncover the factors underlying the respondents’ attitudes towards green marketing. Eighteen potential variables were identified and were presented for factor analysis.
The KMO value is above .5 means it shows the sufficient data for factor analysis. The Bartlett’s test of Sphericacity for the appropriateness of factor analysis is satisfactory, as the Chi-square value is calculated as 1292.425 at a degree of freedom 153. Since the estimated value of Chi-square is very high and the result is significant. In the factor analysis 18 variables are decreased under five factors.
Nine Variables have been identified to examine their impact on the buying decision of only those Products which protect the Human and Environment (PPHE). It needs to explain the binary dependent variable in terms of metric independent variables. The opinion of respondents on to purchase only products which protect human and environment (PPHE) investigated dichotomously. That is, if the presence of the attitudes of consumers to buy products that protect the human as well as environment has been coded as “I” and if it is not in that parameter, then the responses have been coded as “0”. The nine variables identified as follows:
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