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Assignment : Prepare a summary of Project outlining objective,

methodology, literature review and major findings in 5 pages.
Hand-written, Individual, 20 marks.

GREEN MARKETING IN CONTEXT TO FASHION INDUSTRY

What is green -fashion?
Eco-fashion is about making clothes that take into account
the environment, the health of consumers and the working conditions of
people in the fashion industry.

Eco-fashion clothes:
are made using organic raw materials, such as cotton grown
without pesticides and silk made by worms fed on organic trees
dont involve the use of harmful chemicals and bleaches to colour
fabrics
Are often made from recycled and reused textiles. High-quality
garments can be made from second-hand clothes and even
recycled plastic bottles
are made to last, so that people keep them for longer
Come from fair trade - the people who make them are paid a fair
price and have decent working conditions.
With the eco-fashion industry still in its infancy, the main
responsibility at the moment lies with clothes manufacturers and
fashion designers, who need to start using sustainable materials
and processes.

Is green-fashion sustainable?
Eco-clothes are made from organic raw materials that are grown
without pesticides. This reduces damage to the environment,
animals and peoples health.
Other eco-clothes are made using recycled textiles or plastics,
saving on waste, landfill space and the amount of raw materials
used.
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No harmful chemicals and bleaches - which can cause long-term
damage to peoples health and the environment - are used in the
production of eco-clothes.
Eco-clothes are fair traded.
Eco-clothes are high quality and last a long time. Because of this
people need fewer clothes, less raw materials and energy are
used, and there is less waste.
To guarantee standards in the future, a system of eco-labelling is
being established to show that clothes have been made from
organic materials and manufactured in an environmentally-friendly
way.
Many famous fashion designers have started to use organic
materials - and make money.


Companies
Setting up Earth A'Wear
Earth AWear was the first shop in Copenhagen, Denmark, to stock only
eco-fashion clothing. Nick Paxevanos, the man behind the company,
explains the story behind the store.
Earth A'Wear products
Earth AWear wanted to challenge the idea that green clothing has to be
dull and old-fashioned. The clothes and accessories it sells are as
fashionable as any other designer label.
All of the clothes sold in the shop are either made from environmentally-
friendly raw materials or from recycled materials. For example, there are:
skirts made from pineapple fibres
jumpers made from peat
fleeces made from 70% organic cotton and 30%
recycled plastic bottles
shirts made from organic silk
Belts made from bicycle tyres.

The company has been tremendously successful in getting its message
across, raising the profile of eco-clothing and the environmental aspects
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of the textile industry in Denmark. As a result of media coverage, other
retailers now stock products from the range. Financially it has not been
easy, but Earth AWear has survived and is developing an internet
business. Nick Paxevanos now runs his own consultancy to develop
green commerce.

Ecozuzu - Recycled Eco-friendly Womens: Apparel

Ecozuzu illustrations and graphics are created by a local artist in Santa
Barbara, CA. The graphics are also printed by a local printer
(silkscreened and embroidered). Hand-crafted. No sweatshops. This
designer t-shirt is made out of recycled materials such as disposable
food containers, soft drinks and water bottles! Our eco-apparel is made
from all low impact dyes. Our high quality fabrics are super soft and
comfortable. All of our tags are printed on recycled paper with eco-
friendly soy inks. Even our packaging is made from recycled materials
from local shop "Art from Scrap." From the big picture to the small
details, we run our entire business as environmentally conscious as
possible. Together we can make a difference!


The Body Shop

Against animal testing
Support community trade
Active self esteem
Demand human rights
Natural ingredients from all four corners of the globe,
Protect our planet


The fair indigo

The USA-based brand Fair Indigo is famous for producing stylish
clothes that are produced using the concept of fair trade.
The clothes are produced from completely organic material. Their
catalogues are made from recycled paper. The shop floors and
hangers are made from bamboo. Recycled metal and glass are used
in the store.
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Levis

Levi's, which already retails organic jeans in the US market, has an
organic line for male and female denims called Levis-Eco. While the
cotton used by the company for making jeans is organic, the button on
the waistband is made of coconut shell. There are no metal rivets, the
dye is from natural compounds including indigo, and the label is from
recycled cardboard.
Dhillon gives the big picture as he sums up: Being eco-friendly is in not
only about a T-shirt or a shoe, the reduced resource consumption and
overall impact of the brand in leaving a green footprint is the whole big
picture.

DESIGNERS

Indian designer Anita Ahuja presented her collection Conserve at Paris
in September 2007. Conserve is a collection of accessories made from
natural and eco-friendly products. It includes handbags made from
recycled waste plastic.
Anita dongre
The concept of organic clothing in india gained popularity with the launch
of designer Anita Dongre's label Grassroot, in 2007. In Dongres own
words Grassroot believes machines cannot substitute the skills,
especially those that require human touch, and they need to be
encouraged in order to sustain and continue. It is our endeavor to revive
these crafts and present them in a way that appeals to every fashion
conscious consumer. It uses cellulosic or other organic fibers like
viscose, modal, bamboo jersey fabrics that are recyclable and do not
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cause any harm to the environment. It also stresses on the use of use of
natural and vegetable dyes which do not cause any industrial effluence,
and the waste products are re-used in the form of manure.

Questionnaire Company
1. Does your company follows social-marketing concepts yes
a. Yes b. no
2. As part of socio marketing concepts, what activity does your
company undertake?
Educating the people not to drink alcohol and drugs , not to take
taboacco , avoid use of Polybags , probihit and discourage female
foeticide ,use organic farming

3. Do you practice green marketing concepts in your organization?
Yes
a. Yes b. No
4. Does your company promote green marketing through different
socio or business platform. Yes
5. What are the means and methods you undertake to promote grren
marketing concepts. Sharing of vehicles ,Not to waste electicity ,
start using biodegradable packing material
6. Does your company attempt to promote and encourage green
marketing concepts and activities at the back end and front end
level. Yes
7. What do you look at green marketing as :
A business generates activity
A necessity ---- yes
Something for company believes in
An emerging trend
8. Does your company face any problems while implementing green
marketing concepts :
Cost
Acceptance by consumers
Awareness--- yes
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Other
9. How does your company define green marketing?
10. Your company takes up green marketing as a
short term / temporary concept
long term / permanent concept.long term
Service sector
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.
Green, environmental and eco-marketing are part of the new marketing
approaches which do not just refocus, adjust or enhance existing
marketing thinking and practice, but seek to challenge those approaches
and provide a substantially different perspective. In more detail green,
environmental and eco-marketing belong to the group of approaches
which seek to address the lack of fit between marketing as it is currently
practiced and the ecological and social realities of the wider marketing
environment.

2.)http://www.eweek.com/c/a/Green-IT/Green-IT-Service-Market-to-
Grow-to-48-Billion-in-2013-Forrester-587606/
Driven by corporate desires to save money and improve efficiencies,
Forrester Research is predicting the green IT services market will grow
60 percent per year into 2013, when it will peak at $4.8 billion before
leveling off. More enterprises are investigating hiring IT services firms to
help plan and implement green IT initiatives, and while the global
recession is putting a squeeze on IT spending, it also is persuading
corporations to optimize their existing IT assets rather than buy new
ones, and is fueling the federal governments drive to fund green
projects.
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The market for green IT services, fueled by the push by businesses to
save money and improve efficiencies, could grow by as much as 60
percent a year over the next four years, according to a report from
Forrester Research.
The market could grow from about $450 million in 2008 to $4.8 billion in
2013 before leveling off in 2014, Forrester analyst Chris Mines said in
his report, issued April 24.
In the context of a $500 billion global market for IT services in 2008, the
$5 billion market for green IT services [in 2013] may look like small
potatoes to vendor strategists, Mines said in the report. However, we
expect that the visibility and strategic importance of green IT projects will
put them near the top of many corporations consulting agendas.
Essentially, enterprises are going green and want to find vendors that
can help them, from data center giants such as Cisco Systems, Dell,
Hewlett-Packard, IBM and Sun Microsystems to service providers such
as Accenture, Capgemini, Deloitte and Infosys.
Driving the growth of green IT services is a combination of enterprise
desires to save money and to do good, Mines said in his report.
Businesses are deploying sustainability metrics around such criteria as
water and power use, and are also starting to track their corporate
carbon footprint.
At the same time, there is a greater enterprise push in capital-intensive
projects to optimize the current IT assets already on hand rather than
going out and buying new ones. In addition, while green IT projects are
still primarily targeted at the data center, they also are growing into other
areas, such as corporate desktop environments.
Forrester saw a jump between its survey in October 2007 and a second
one in October 2008 in corporate interest in retaining a professional
services provider to help plan and implement a green IT initiative.
In the 2007 survey, 70 percent of respondents said they had no plans;
that percentage dropped to 54 percent a year later. Eighteen percent in
2007 said they werent currently using an IT services provider, but that
they were considering the idea. In 2008, that number jumped to 30
percent.
Mines report found that emerging markets showed the most interest, as
did the utilities and telecommunications markets.
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However, there were some positive and negative factors that went into
calculating the latest projections. The global recession will cause
worldwide IT spending to shrink by 3 percent this year over 2008with
IT services and outsourcing spending falling along the same lines. In
addition, the recessions negative impact on corporate capital spending
convinced Mine to reduce the average spend on a green IT projects
implementation phase from about $1 million to $800,000, reflecting the
interest by businesses to optimize existing IT assets rather than buy new
ones.
However, Mine said, there is increasing corporate interest in green IT
Forrester increased the percentage of green IT interest in North
American enterprises from 75 percent to 80 percent, and from 60
percent to 75 percent in Asian enterprises. The percentage of European
enterprises remained at 90 percent.
In addition, a key response from the Obama administration to the
recession has been to focus some stimulus money on green projects,
many of which will have significant numbers of IT components involved.
3.) http://www.enn.com/business/article/30576

This week, GreenBiz.com launched its inaugural report, "State of Green
Business 2008." In it, you will find a wealth of information on green
business trends with a cross-sectoral approach. Over the next week, we
will bring to you a synopsis of some of those trends. To start off, here's a
list of the "Top Green Business Stories of 2007."
1. Corporate Climate Commitments - Major companies are making
public commitments about their strategies to address climate change in
record numbers.
2. Automotive Industry Finally Gets It - Major carmakers are bringing us
more fuel-efficient and hybrid vehicles, with plans to launch plug-in
hybrids soon.

3. Planes, Trains, Trucks, and Ships are Going Green Too - Other
players in the transportation sector are also implementing eco-efficient
tech to reduce their environmental impact.
4. Green Marketing/Greenwashing - Just as companies are increasingly
catering to the "green consumer," mainstream consumers are
increasingly skeptical of such claims.
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5. Toxic Product Reduction - Manufacturers and retailers faced a public
backlash this year concerning toxic materials in their products. As such,
they are making amends to reduce or eliminate them in future
production.
6. E-waste - The computing industry got serious this year about energy
use and disposal problems associated with technology.
7. Big Companies Get Real about Sustainability - More Fortune 500
businesses announced plans to incorporate company-wide initiatives to
engender smarter resource use.
8. Green Buildings Skyrocket - Green buildings become the norm in
major urban centers across the nation.
9. Banks Pull Out of "Dirty Investments" - Shareholder activism pressure
large banks to invest in clean energy production instead.
10. "Zero" is Where It's At - "Zero-waste," "zero-carbon," and "zero-
emissions," are the rallying cries from the new initiatives emerging from
the corporate sector.
This ambitious effort to analyze green business trends provides a much-
needed perspective on the field. The overall results? Major businesses
have made commendable strides towards streamlining their business
strategies with an environmentally sustainable focus over the last year.
However, it remains to be seen whether, in fact, these approaches are
making a difference to the environment. Insufficient data exists as of yet
to make conclusive claims about the efficacy of these programs in the
aggregate. This leads to a mixed verdict, "Companies are getting
cleaner and more efficient, but only incrementally, and many of the gains
are offset by the ever-growing economy." As we look at more sector-
specific trends over the next week, we will shed light on some of the
factors hindering further "conscious capitalism" evolution.

4.)http://www.chillibreeze.com/articles_various/top-10-indian-green-
companies-green-business-practices.asp
Judging by the number of large, small and mid-size Indian companies
that are setting the trend with green initiatives, India is serious about
building environmental sustainability into her business practices. The
following companies who made it to the list of top 10 green Indian
companies prove the statistics right!
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Suzlon Energy
The worlds fourth largest wind-turbine maker is among the greenest and
best Indian companies in India. Tulsi Tanti, the visionary behind
Suzlon, convinced the world that wind is the energy of the future and
built his factory in Pondicherry to run entirely on wind power. Suzlons
corporate building is the most energy-efficient building ever built in India.


ITC Limited
ITC strengthened their commitment to green technologies by introducing
ozone-treated elemental chlorine free bleaching technology for the first
time in India. The result is an entire new range of top green products
and solutions: the environmentally friendly multi-purpose paper that is
less polluting than its traditional counterpart.

Tata Metaliks Limited (TML)
Every day is Environment Day at TML, one of the top green firms in
India. A practical example that made everyone sit up and take notice is
the companys policy to discourage working on Saturdays at the
corporate office. Lights are also switched off during the day with the
entire office depending on sunlight.

Tamil Nadu Newsprint and Papers Limited (TNPL)
Adjudged the best performer in the 2009-2010 Green Business Survey,
TNPL was awarded the Green Business Leadership Award in the Pulp
and Paper Sector. The initiatives undertaken by this top green firm in
India includes two Clean Development Mechanism projects and a wind
farm project that helped generate 2,30,323 Carbon Emission Reductions
earning Rs. 17.40 Crore.

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Wipro Technologies
The list of top 10 green Indian companies is never complete without
Wipro which climbed to the top five brand league in Greenpeace's 'Guide
to Greener Electronics' ranking. Despite the global financial crisis, Wipro
held fast to its commitment towards energy efficiency and was lauded for
launching energy star compliant products in the market.

HCL Technologies
This IT major may be considered as the icon of Indian green initiatives,
thanks to the go green steps taken in solving the problem of toxics and
e-waste in the electronics industry. HCL is committed to phasing out the
hazardous vinyl plastic and Brominated Flame Retardants from its
products and has called for a Restriction on Hazardous Substances
(RoHS) legislation in India.

Oil and Natural Gas Company (ONGC)
Indias largest oil producer, ONGC, is all set to lead the list of top 10
green Indian companies with energy-efficient, green crematoriums that
will soon replace the traditional wooden pyre across the country.
ONGCs Mokshada Green Cremation initiative will save 60 to 70% of
wood and a fourth of the burning time per cremation.

IndusInd Bank
Green banking has been catching up as among the top Indian green
initiatives ever since IndusInd opened the countrys first solar-powered
ATM and pioneered an eco-savvy change in the Indian banking sector.
The bank is planning for more such initiatives in addressing the
challenges of climate change.

IDEA Cellular
One of the best Indian companies, IDEA, paints India green with its
national Use Mobile, Save Paper campaign. The company had
organized Green Pledge campaigns at Indian cities where thousands
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came forward and pledged to save paper and trees. IDEA has also set
up bus shelters with potted plants and tendril climbers to convey the
green message.

Hero Honda Motors
Hero Honda is one of the largest two-wheeler manufacturers in India and
an equally responsible top green firm in India. The companys
philosophy of continuous innovation in green products and solutions
has played a key role in striking the right balance between business,
mankind and nature.

















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Questionnaire Company
11. Does your company follows social-marketing concepts
a. Yes b. no
12. As part of socio marketing concepts, what activity does your
company undertake?


13. Do you practice green marketing concepts in your
organization?
b. Yes b. No
14. Does your company promote green marketing through
different socio or business platform.
15. What are the means and methods you undertake to promote
grren marketing concepts.
16. Does your company attempt to promote and encourage
green marketing concepts and activities at the back end and front
end level.
17. What do you look at green marketing as :
A business generates activity
A necessity
Something for company believes in
An emerging trend
18. Does your company face any problems while implementing
green marketing concepts :
Cost
Acceptance by consumers
Awareness
Other
19. How does your company define green marketing?
20. Your company takes up green marketing as a
short term / temporary concept
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long term / permanent concept.


1. Yes
2. Facebook linkedin
3. Yes
4. Business platform
5. Negligible use of paper,online work preference;car pooling;using of
cfl in office
6. Both at front end and at back end
7. Something for which a compny believes in
8. Cost
9. Green marketing can be described as sustainable devlopement of
planet
10. Long term/permanent concept













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Green IT Technology & Applications-
What is Green marketing?
Green marketing, promotion or advertising of products exclusively to
refer to environmental features. Words such as phosphate-free,
recyclable and compatible with the ozone layer are the things that most
consumers know they are associated with green marketing. While these
words are only signs of green marketing. Green marketing is generally
much wider concept that the consumer goods, industrial or service to be
applied. According to Polanski, idea improved pricing and green
marketing, promotion and distribution of products that can be applied
without prejudice to the environment. Stuart Salmon has defined green
marketing as: Follow a marketing strategy that can be identified through
the environmental benefits, based on what the customer expects it will
protect the environment. Green marketing is defined by Polanski idea as
Green or Environmental Marketing, which includes all activities to create
and facilitate exchanges in order to satisfy human needs and desires; it
is designed; that satisfy the needs and desires with the least harmful and
destructive to the environment. Organizations and companies should try
to be more responsive to the environment more must act in order to
better meet the needs of consumers.
How to promote Green Marketing
If your business uses a retail modelyou have a storefront or office
where your customers and clients come to yougeographically based
partnerships make a lot of sense. It is in everyones interest to draw
people into the area where your businesses are located. And that area
can be as small as a single office building, a strip mall, a city blockor
as big as an entire state or country. This is why Chambers of Commerce
and neighborhood business associations get organized and why
economic development offices and tourism departments promote their
region as a place to locate or visit. But thats only the beginning.
Some other ways to cross-promote:
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Organize and promote a special event that draws traffic. It could be as
simple as a group promotion with 20 percent off any one item, or as
complex as a street fair with live concerts, childrens activities,
dignitaries, and so forth.
Market the neighborhood or region as a destination. In Minneapolis,
the many restaurant owners along Nicollet Avenue banded together and
dubbed it Eat Street; they even posted permanent banners proclaiming
this to all who pass byand even people who live in distant suburbs
recognize the destination.
Seek partnerships with complementary businesses in the
neighborhood. Cooperative Life Leader magazine reports that a food co-
op in Durham, New Hampshire, invited the weekly farmers market to set
up shop outside the store. The existing storefront provided a natural
base for the farm stands, and customers seeking fresh produce were
drawn into the store to buy other natural foods.
As weve already discussed, customers want to do business with
companies who share their valuesand these days, those values
include strong awareness of climate change and other environmental
issues. We live in a powerful time: Finally, the environment has
penetrated our collective consciousness deeply enough to move a whole
lot of people toward Green lifestyle changes. At the same time,
technology (especially the Internet) has made it possible to run a global
business with little or no staff or resources, and without a big
infrastructure. This opens up all sorts of opportunities for the Green
Marketing.
HOW YOU BENEFIT BY MARKETING GREEN
When you look at all the advantages of running a Green company, its
hard to understand why every company in the world hasnt shifted.
Green goods and services are much easier to market.
They often command a premium price, and thus are more profitable.
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Green goods and services are better for the environment: They use
fewer resources, less energy, and more organic and natural materials
and thus create less pollution, have a smaller carbon footprint (which
means they dont add to the global warming problem), and are easier to
dispose of.
Against conventional wisdom, they can actually be cheaper to
produce, if properly designed
Electronics Devices Recycling
Power and computer cases are part of the components that are
recyclable. But recycling is that its not like that kind of world. For
example, components such as power, only power from aluminum and
aluminum -pound buyers and these lesions can be sold. The same
applies to the case of iron plates in the case was removed and the
pound are sold. It is said that the market is now buying and selling
second-hand. The main reason for this difference is a second hand new
low price. Accordingly, many of the pieces were purchased in the past;
users no longer have second-hand equipment in the market place today.
Screw, coated wire, plastic part of case and keyboard parts that are
easily recovered.
Amidst the many wires and cables that depreciate parts thrown into the
trash they are composed of copper. On the other hand part of the
motherboard components and precious metals like gold, is composed of
cup.

Economic development around the world has led to increased
pollution from high levels of industrialisation, with concerns about
environmental impacts. The EU, for example, has passed legislation to
ban six hazardous materials (Restriction of Hazardous Substances
Directive1) in the manufacture of electrical and electronic products for
sale in the EU, with implications for manufacturers around the world.
According to Greenpeace, the electronics industry is getting greener.
Renee Blanchard, Greenpeace International Toxics Campaigner said,
our survey shows that electronics manufacturers have made
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demonstrable progress over the past few years by producing products
that are free of the worst toxic chemicals, more energy efficient and
more easily taken back for reuse or recycling. Major brands are
responding to consumer demand for greener gadgets, and we expect
them to continue to innovate and make all their products, and not just a
niche few, with these higher green standards."
We have tested the greenest models submitted by 14 companies and
presented their findings in their product survey. This report evaluated the
greenest desktop computers, computer monitors, notebook computers,
netbook computers, smartphones, mobile phones and televisions. Here
are the best green electronics in each category.
1. Energy-efficient AMD processors with Cool'n'Quiet Technology
enable smaller, sleeker, more energy-efficient PC's. In March
2005, the U.S. Environmental Protection Agency (EPA) awarded
Cool'n'Quiet Technology special recognition for the advancement
of energy-efficient computer technologies. AMD expects that
systems built using energy-efficient AMD desktop processors can
meet, and in many instances, exceed the new system
requirements from the EPA's ENERGY STAR Version 4 computer
specification, effective July 20, 2007. With the next generation of
award-winning power saving technology, Cool'n'Quiet 2.0
Technology reduces heat and noise so you can experience
amazing performance without distraction.
2. In seven categories of electronics, Asus led with two products at
the top of the heap, as well as the highest-scoring product
surveyed, the Asus VW-247H-HF monitor. Among the other
categories, Asus also led with the greenest notebook computer,
while HP can boast the greenest desktop and Acer landed the
greenest netbook computer.
3. Samsung and LG are both planning to
unveil prototype solar-powered cell
phones in 2009. The Samsung model,
dubbed "Blue Earth", has a touchscreen
with solar cells covering the its back side.
The phone is made entirely from recycled
plastic and is free of hazardous chemicals
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-- including beryllium, phthalates, and brominated flame retardants
(BFR) -- commonly found in electronics.
4. Sony Ericsson unveiled goals for reducing CO emissions across
the whole company by 20% by 2015 in absolute terms. At the
same time the company committed to reducing the total
greenhouse gas emissions by 15% from the full life cycle of its
products i.e. from the mining, production, through the use by
consumers to the end of life management by 2015.
A key pillar of these commitments is the introduction of Sony
Ericssons new GreenHeart pioneer products which launched
with two flagship phones the C901 GreenHeart and Naite- and
the MH300 headset, one of the greenest on the market. Green
innovations showcased in the new GreenHeart pioneer phones
will migrate into the wider portfolio enabling the company to
continually reduce the environmental impact of its entire portfolio,
to become a benchmark for the industry.
Both the C901 GreenHeart and Naite build on Sony Ericssons
industry leading green core, the result of a long standing
commitment to eliminate the use of hazardous chemicals from its
phones. Additional green features include an e-manual that
reduces paper usage by over 90%, smaller packaging that
decreases transport related CO emissions by over 80%, recycled
plastics and a low-power charger. Thanks to these innovations, the
overall CO footprint of the GreenHeart products is reduced by
15%.

5. Philips EnduraLED bulb is far more efficient than traditional light
bulbs and it is even more efficient than compact florescent light
bulbs. This LED produces the same amount of light as a 60-watt
incandescent using just 12 watts. The EnduraLEDs produce a
warm, white glow. The bulb lasts approximately 25 times as long
as an incandescent and energy savings cover the cost in about
four years. Its efficiency is similar to compact fluorescent lights, but
without the mercury. It retails for about $40.
Because LEDs lose less energy than incandescents as waste
heat, the bulb produces the same amount of light as a 60-watt
incandescent using just 12 watts. The EnduraLEDs yellow
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phosphor coating filters the LEDs bluish wavelengths to produce a
consistently warm, white glow.
The bulb lasts approximately 25 times as long as an incandescent,
while its energy savings covers the hefty price tag in about four
years. And its efficiency is similar to compact fluorescent lights, but
without the mercury.
6. Apple and the Environment - Apple believes that improving the
environmental performance of our business starts with our
products. The careful environmental management of our products
throughout their life cycles includes controlling the quantity and
type of materials used in their manufacture, improving their energy
efficiency, and designing them for better recyclability. The
information below details the environmental performance of the 15-
inch MacBook Proas it relates to climate change, energy
efficiency, material efficiency, and restricted substances.
7. In the wake of the Apples iPad, Sharp announced today four LED
backlit panels. These four models are the LC-52SE1 (52-inch), the
LC-46SE1 (46-inch), the LC-40SE1 (40 inch), and the LC-32SC1
(32-inch).
They all have LED backlights, and are full HD, except for the LC-
32SC1 which has 1,366 x 768 resolution. They have a contrast
ratio of 2 million to 1, web connectivity, three HDMI ports, and 2 x
10W speakers. They also have a move sensor that will allow the
TV to turn itself off when the user leaves the room, and on again
when they enter.
Green Marketing Strategies by Apple for MacBook Pro (Notebook
Computer)
1. Product
Apple believes that improving the environmental performance of their
business starts with their products. The careful environmental
management of their products throughout their life cycles includes
controlling the quantity and type of materials used in their manufacture,
improving their energy efficiency, and designing them for better
recyclability. The information below details the environmental
performance of the 15-inch MacBook Pro as it relates to climate change,
energy efficiency, material efficiency, and restricted substances.
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Climate Change
Greenhouse gas emissions have an impact on the planets balance of
land, ocean, and air temperature. Most of Apples corporate greenhouse
gas emissions come from the production, transport, use, and recycling of
its products. Apple seeks to minimize greenhouse gas emissions by
setting stringent design-related goals for material and energy efficiency.
The chart below provides the estimated greenhouse gas emissions for
the 15-inch MacBook Pro over its life cycle.
Greenhouse Gas Emissions for 15-inch MacBook Pro

Energy Efficiency
Because one of the largest portions of product-related greenhouse gas
emissions results from its use, energy efficiency is a key part of each
products design. Apple products use power efficient components and
software that intelligently powers them down during periods of inactivity.
The result is that the MacBook Pro is energy efficient right out of the
box.
Material Efficiency
Apples ultracompact product and packaging designs lead the industry in
material efficiency. Reducing the material footprint of a product helps
maximize shipping efficiency. It also helps reduce energy consumed
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during production and material waste generated at the end of the
products life. Waste is further minimized through the use of batteries
that last up to three times longer than typical notebook batteries. The 15-
inch MacBook Pro is made of aluminum and other materials highly
desired by recyclers. The chart below details the materials used in this
model.

Packaging
The packaging for the 15-inch MacBook Pro uses corrugated cardboard
made from a minimum of 25 percent post-consumer recycled content
and molded fiber made entirely from post-consumer recycled content. In
addition, the packaging is extremely material efficient, consuming 37
percent less volume than the original 15-inch MacBook Pro. The
following table details the materials used in its packaging.
23


Recycling
Through ultra-efficient design and use of highly recyclable materials,
Apple has minimized material waste at the products end of life. In
addition, Apple offers and participates in various product take-back and
recycling programs in 95 percent of the regions where Apple products
are sold. All products are processed in the country or region in which
they are collected.
2. Price
Apple has priced this product starting at $1199 while customers were
expecting such product at $100. Right away, some observers said that
Apple didnit cut prices enough and that the higher than expected prices
would would test customer loyalty in the downturn. Exploring how Apple
operates and their understanding of their customers goes a long way
towards explaining that $400 gulf between expectation and reality in
Apples pricing.
First, any lowering of the MacBook price in a dramatic fashion would
have to be based on an expectation of drastically reduced notebook
sales. However, for example, Barclay Capitalis Ben Reitzes updated his
published projections for Apple desktop and notebook sales for the next
year.
24



The chart shows that only the typical seasonal adjustments for Mac
sales are in effect and that Apple can expect to sell nearly 2 million
notebooks alone in the June 2009 quarter and maintain double digit year
over year growth in the process. These are not numbers which would
cause a company to panic and suddenly chop prices in a recessionary
fervor.
In addition, itis well known that Apple sells to the upper quintile of
notebook purchasers. These are customers who have the money to buy
the best. There arenit many of them, but there are enough, about a third
of notebook purchases (by revenue) who have over a thousand dollars
to spend on a notebook, that Apple can expect to continue to appeal to
that market.
Apple understands its customer base and income profile well. All of the
fuss and angst on Tuesday was based on the idea that the entire cross-
section of U.S. income profiles needs to be addressed with fire sale,
brand damaging prices. Apple never has addressed the low end, price
sensitive market and doesnit appear to be ready to do so in the near
future.

3. Place
The Macbook Pro will most likely be sold in place where other Apple
products are sold. There several retail outlets that carry various Apple
products so purchasing this product should not be difficult. There are
multiple Apple stores across the World, 284 of them, in which these
25

products will be sold. Customers can also order the product online in
Apple's website. Best Buy, one of Apple's partners, also sells Apple
products and also has a large retail footprint in the United States.
Amazon, one of the largest online retailers, also carries Apple products.
The iPad won't be out for another two months, initial availability might be
low depending on consumer demand like the shortage of iPhones during
its initial release. Apple should gauge consumer demand and produce
enough in order to satisfy the market.
4. Promotion

Apple held a press conference to debut the product. Several of the major
techblogs and websites (zdnet, gizmodo, engadget) also covered the
event. Given Apple's track record of heavy promotion and advertisement
of its marquee products, the MacBook has a high probability of getting
the same advertising treatment. The MacBook is already highlighted on
the front page of Apple website and the hour long keynote by Late
Steve Jobs regarding the MacBook is also available on the website.
There hasn't been a TV ad for the MacBook as it was just introduced in
November 2011 and has yet to be released to the market, I anticipate
heavy promotion within the upcoming months as the MacBook is due to
be released around March 2012.
Top 10 Predictions for Sustainable Business and the Green
Economy in 2011
1. Business will be getting a lot more sustainable driven by a growing
awareness that the green revolution is here to stay.


2. In the absence of legislation and driven by the overwhelming logic of
sustainable business, private enterprise will grow the green economy.
3. Public green companies will benefit from an influx of investment
capital. Sustainable stock will continue to grow in value as an increasing
number of investors realize that the world is in transition to a low carbon
economy.
26

4. Sustainability will drive innovation that will lead to novel technologies
and business models.
5. The acknowledgement that supplies of natural resources are finite
and in many cases increasingly scarce will lead to new efficiency
initiatives.
6. Small and medium businesses will increase their adoption of social
channels to reach their customers. This will include participation in social
media like Facebook, Twitter and company blogs.
7. Mobile and web technologies will increase e-commerce, customer
relations management (CRM), and cloud computing.
8. Supply chain pressure will evolve and get more sophisticated.
Companies will examine their impacts up and down the value chain.
9. Biomimicry (the design principle that looks to nature for great ideas),
will be integrated into new technologies.
10. Businesses will be closely examining their water usage as the issues
surrounding water will become increasingly important.












27

Green marketing in FMCG -
The growing social and regulatory concerns for the environment lead an
increasing number of companies to consider green issues as a major
source of strategic change.
FMCG sector is a considerably large sector in the economy which has to
open their eyes to eco friendliness. As the society becomes more
complex with the environmental pollution and unethical business
practices, both consumers and business organizations are concerned
with the natural environment. So businesses have begun to modify their
behaviour in an attempt to address this society's "new" concerns.
Consumers are willing to prefer and pay more for products that are
certified to be environmentally friendly. Going Green Often green
strategies are designed not only for environmental benefits but also for
the benefit of the organization.
Green Marketing in FMCG incorporates a broad range of activities
including product modification, changes to the production process,
packaging changes as well as modifying advertising.

Marketing mix as Green marketing for FMCG products:

Product:
The product aspects of marketing deal with the specifications of the
actual goods or services the most important being the product
performance, and how these relate to the end-user's needs and wants.
The scope of a product generally includes supporting elements such as
warranties, guarantees, and support. Consumer research, product
innovation and their development by producers and the listing of these
innovative products by retailers are core elements. For durable products
such as white goods (washing machine, refrigerators..) after sale
services (repair, spare parts, etc.) are also of key relevance to
consumers. If a product when bought provides a self satisfaction to the
consumer as he is buying a product which is good for the environment.



28

Price:
The price, including discounts, of a product is generally alongside
performance the main criteria for purchasing decisions. This applies
particularly for FMCG. In the case of consumer durables, such as
electrical appliances consumers are sometimes willing to pay more if
they see a good price/benefit correlation over the lifetime of a
product/service. Key to promoting green buying is the affordability of
environmentally friendlier products. Even if a majority of consumers
claim in polls that they are willing to pay more for environmentally
friendlier products, the higher price is an obstacle for buying green. Even
for green consumers there is a limit to what they are willing to pay. To
promote green buying clear information to consumers about the costs
involved during the lifetime of products is also key. In this sense,
retailers can contribute to overcome the burden of price with good
communication. For instance, information about the lower electricity
costs of energy efficient white goods over the life-time of a product.

Placement:
The placement refers to the channel by which a product or service is
sold (e.g. online vs. retail), in which geographic region, to which
consumer segment (young adults, families, business people), etc. The
awareness and willingness of consumers to buy green differs from
country to country. According to ITC they imply green marketing in
organic farming products as their source of green marketing. Concerning
the product placement on the shelves, there are two general trends: off-
shelf display (green corners) or category groups (e.g. organic pasta next
to whole pasta). For green conscious consumers, green corners might
be the better option as they are actively looking for green products. For
the average consumer, category groups might be preferable, as they are
looking for food products, if presented with the option, decide to buy the
organic alternative. In periods of economic crisis such as today, these
instruments, more specifically the
price, take on even more importance as competition between retailers
increases. New competition elements can also emerge. For instance,
environmentally-based competition has penetrated the white goods
market (energy label). This might also prove to be the case for
environmental characteristics of products.
29


Promotion:
Promotion includes advertising and sales promotion as well as
promotional education and personal selling. Purchasing decisions are
motivated by emotional factors like trust and good experience with a
specific product or brand in the past. For some consumers, scientifically
reliable, consistent, understandable and non-misleading product
information, shapes purchasing decisions. The goal of promotion is to
make consumers aware of a product and its characteristics. Consumers
get product information through brand names, packaging information,
like product labels or additional information on flyers, websites, etc. The
producer (brand or retailer brand) is responsible for this information.
There is a basket of in-store-information retailers can use to promote
green buying. A core element is the dialogue with the sales person. In
addition, there is signage, POS (point of sale) display systems, etc. Also
important is the opportunity to try new products (especially food
products) in the store. Branded goods companies or retailers may inform
consumers through newsletters or advertising on TV or in newspapers.
Some retailers (especially consumer co-operatives) use their member
sessions to inform the public about green consumption. The promotion
of environmentally friendlier products could be assisted through
customer loyalty programmes. Consumer awareness may also be
enhanced through national or local public campaigns. With a lot of media
response and public awareness raising of some issues, the number of
obstacles to buying green can be reduced. The challenge for brand
owners and retailers is to ensure that environmentally friendlier products
bring continuous satisfaction to consumers including the delivery of
expected performance, so as to make them do a reiterated 'green'
choice.



Examples of Green Marketing:

ITC Sunfeast :

30

Green marketing is being used to build individual brands rather than the
corporate brand. A case in point is the Rs16000Cr ITC, that ran their
CSR campaign, about putting India first for its e-choupal initiative two
years back. Cut to the present, the company has linked the Sun feast
brand to its social forestry campaign, where the company chips in with
25 paise for every pack of Sun feast biscuit and pasta sold and
consumers who buy the Atta brand Aashirvaad, contribute towards ITCs
rain harvesting campaign. Divisional chief executive, ITC, Ravi Naware
says, consumers like to connect with brand, if the brand is seen as a
socially responsible brand, then consumers get an emotional connect
that far beyond just usage of the brand and consuming it. It is this higher
level of connect that were attempting to create through this campaign.

Navneet Eco buddy:

Navneet Publications (India) Ltd. have been consistently taking up
genuine efforts to increase the green cover and also to overcome the
problem of shortage of raw materials by introducing new eco friendly
alternatives in its product portfolio which ensures no damage to the
environment.

We all know that paper is made from wood pulp. However, Navneet
uses an eco-friendly paper which is made from bagasse i.e. Dry
sugarcane pulp remained after extracting juice is chemically treated to
make paper and fuel. Navneet Publications (India) Ltd. has resorted to a
unique, novel project that will make significant contribution to protect
trees by using eco-friendly paper to manufacture Navneet's entire range
of products.

Paving the way for an eco-friendly product -the basis of sustainable
development and taking up constant efforts towards environmental
management, Navneet Publications (India) Ltd. has also launched a
complete range of premium stationery products under the brand name
FfUuNn across India. The range comprises of eco friendly and non-
toxic pencils, erasers, sharpeners, colour pencils, oil pastels, etc. and
uses state-of-the-art technology based on international standards.
31

FfUuNn range products are something that cannot be dreamt of in
conventional stationery segment.

Serving the Indian teacher-student community, Navneet Publications
(India) limited has been a dominant player in the field of providing
syllabus and non-syllabus based education material to students since
1959.

P&G in green marketing:
P&G Professional's Green Guarantee ensures the environmental safety
of its products, packaging and operations. All P&G Professional Green
Guarantee products provide outstanding performance while meeting
high standards for human and environmental safety.
The focus on "being green" in the commercial market has expanded
over the past several years and is a decision factor for many companies
when it comes to cleaning products. We invite you to explore this site to
understand P&G Professional's environmental philosophy and why we
choose not to use the green explosion as a marketing technique, but as
our everyday way of doing business.
Products like Daily Cleaners. A number of P&G Professional Daily
Cleaners meet or exceed the criteria of EPA's EPP guidelines and GS-
37 standards. The ingredients in these formulations have excellent
safety profiles with regard to all forms of toxicity, including cancer or
reproductive toxicity. Mr. Clean Toilet Bowl Cleaner/Restroom
Disinfectant, Pro Line Tide Detergent, Comet Disinfecting Bathroom
Cleaner, etc.





32


FMCG-
Questionnaire Company
21. Does your company follows social-marketing concepts
a. Yes
22. As part of socio marketing concepts, what activity does your
company undertake?
The activities include make sure our production line has very minimal
carbon footprint. Product designed to reduce the energy consumption
during its life cycle. Generating awareness about the wastage and
encouraging use of recyclable material.

23. Do you practice green marketing concepts in your
organization?
c. Yes
24. Does your company promote green marketing through
different socio or business platform.
a. Yes
25. What are the means and methods you undertake to promote
grren marketing concepts.
a. Its incorporated in all we do, from recycling office stationary
to designing product with less energy consumption during its
life cycle. From reducing ongoing carbon footprint of our
manufacturing line to designing new green field project which
completely runs on renewable energy
26. Does your company attempt to promote and encourage
green marketing concepts and activities at the back end and front
end level.
a. Yes
27. What do you look at green marketing as :
Something for company believes in
28. Does your company face any problems while implementing
green marketing concepts :
Acceptance by consumers
33

29. How does your company define green marketing?
a. Design, manufacturing, marketing and distribution of
products which are environmentally safe
30. Your company takes up green marketing as a
long term / permanent concept.





















34

Problems in the area of Green Marketing and Solutions to
the Green Marketing-

Green marketing is an advertising approach that promotes
environmental sensitivity to would be buyer. In the 1990s survey have
suggested that many shoppers would chose products labelled
environmentally friendly over those that are not. In a 1992 gallop poll,
65 percent of the people polled in the United States said they would be
willing to pay higher prices so that industry could better protect the
environment. According to a 1990 survey conducted for gerstman and
Meyers, a New York packaging design company, approximately 45
percent were willing to pay 15 percent more. Faced with this trend,
manufactures of both consumer products and package designers are
attempting to improve their image with people concerned about the
environment.
Green products are being introduced at twenty times the rate of regular
products according to one ad agency. In the 1990s cheerios are
packaged in recycled paperboard, McDonalds uses global releaf bags
diapers are biodegradable and US sprint offers environmental dollars.
Common green labels include environmentally friendly safe for the
environment ozone friendly recycled, recyclable degradable and
compostable.
Recently concerns have been raised about the use of green labelling.
Some environmental group and state attorneys general are concerned
that a growing number of companies , in their attempt tp take advantage
of consumer interest in the environment , are making claims that do not
stand up to examination. They argue that too many environmental
claims are trival, confusing, and often misleading .the public , too , has
become sceptical of green claims . According to a recent poll taken in
Princeton , new jersey , 47 percent of consumers have come to dismiss
green labels as gimmicks.
There are three ways a company can connect itself to the environment.
The first involves promoting a products environmental advantages. The
second is proactive environmental image advertising unrelated to the
35

companys essential activities. Examples of this are the commercials
money for wetland preservation. The third approach involves the
companys claims of environmental responsibility in manufacturing. For
example, they point out how they have been able to cut factory effluent
by 70 percent. All three types need monitoring for accuracy and
relevance, but slightly exaggerated claims are better than ignoring the
environmental impact of production altogether.
A group of ten state attorneys general has offered recommendations for
what it calls responsible environmental advertising. This report, issued
in 1990 and called The Green Report, evaluates ecological assertions.
Statements such as environmentally friendly and safe for the
environment have been criticized by The Green Report as too broad
and vague. In many cases, The Green Report concludes that such
assertions represent value judgements, and as such, fail to reflect the
pros and cons of what is most important for the environment. That is,
important ecological questions are left unanswered: whether ease of
disposal is more important than toxic pollution generated during
manufacturing, or whether cutting down trees to make paper is worse
than oil spills associated with the production of plastics.
The Green Report advises manufacturers to make environmental claims
as specific as possible and to provide accompanying justifications. For
example, the vague claim better for the environment can be better
justified by the addition of the phrase less packaging to throw away.
In 1992, the Federal Trade Commission (FTC) issued its own guidelines
for environmental marketing. They are entitled Summary FTC
Environmental Marketing Guidelines.
Other problems have arisen in the use of green labelling. Often a
manufacturer labels a product environmentally Friendly when one
ingredient has been removed from it. This has been the case with
aerosol cans. The removal of hydro fluorocarbons from aerosol cans has
led some manufacturers to label the product contains other ozone-
threatening ingredients, such as methyl chloroform, the claim can be
misleading. It should be noted, however, that methyl chloroform is a lot
less damaging to the ozone layer than are CFCs.
36

Furthermore, some companies, in an attempt to eliminate
environmentally damaging ingredients, substitute new ingredients that
are harmful in another way. They simply shift the nature of the problem,
not eliminate it. For example, in aerosols, volatile organic compounds
(VOCs) have been substituted for chlorofluorocarbons. Some scientists
believe that VOCs contribute to the formation of harmful low-level smog
and could add to the danger of global warming. Other scientists are less
certain of the role of VOCs in causing ground-level ozone.
Another problem can arise when the public is environmentally ill-
informed. The question then becomes whether or not companies pander
to public perception of what is environmentally sound and thus market
products based on that perception? Problems often need to be attacked
from more than one perspective. The Mobil Trash bag is a good
example. People demanded a biodegradable plastic bag. Mobil knew
that very little degrades in a well-designed sanitary landfill and that one
does not necessarily want things to degrade in a sanitary landfill since
doing so may then give off effluent that can cause smells and leaching
into the groundwater. Ideal garbage is inert, that is, the opposite of
biodegradable. Mobil also believed that the environmentally best way to
handle a used plastic bag is probably to incinerate it and capture the
energy.
However, incineration and sitting of a plastics-to-energy incinerator is
very problematic for the public. Mobil had a choice to either attempt to
convince the public otherwise or pander to public demand. Mobil chose
to follow consumer demand. Unlike McDonalds which quietly switched
from polystyrene to cardboard in its packaging, Mobil chose to boast
about its choice a decision that, with hindsight, proved foolish when its
claims were proven environmentally irrelevant. The problem is that
green marketing is typically aimed at the publics environmental
concerns. If these concerns are oversimplified and vulnerable to charges
of misleading the public. Misfollowing the public might be a more
accurate charge.
It should be noted, however, that some environmentalists have argued
that efforts to promote legitimately benign products as environmentally
safe is acceptable, so long as it gets companies to think green.
37

Some companies have always had environmentally friendly products.
But only since then, 1990s has it made any sense to promote them as
such. Others do not want to rush into green marketing. Promoting
environmental claims that are subsequently questioned can hurt
business, as was illustrated in the case of Mobils trash bags.
Several commonly used terms are problematic. Recycled is a common
green label used in packaging. By itself, it provides no information on
what percentage of a product or package is made of recycled material,
and currently there is no standard. There also is no standard definition of
the term. Some consumers assume it refers to the re-use of materials
used by consumers, reducing the drain on natural resources. However,
for some manufacturers, it refers to the re-use of scraps from their own
manufacturing process. While this is a good thing to do, it has been
done by companies for years, and, therefore, does not solve any current
environmental problems. Recycling post-consumer waste is newer and
harder to do, not intrinsically better.
Recyclable is a hotly contested term. Almost anything can be recycled
with enough effort and money. What makes something truly recyclable
is whether it is economically worth recycling. Manufacturers claim that
use of the term raises the consumers consciousness.
Environmentalists, however, argue that use of the term is misleading,
particularly in areas where there are no convenient recycling plants.
Here all products, whether they are or are not recyclable, end up in a
landfill or incinerator.
It is also debatable whether reusing something in a degraded form is
recycling. The purest sort of recycling uses a glass bottle as a bottle
again. Grinding it up into glasphalt is better than throwing it away, but it
is not pure recycling. The American public puts more emphasis on
recycling than a complete life-cycle analysis might suggest. Cans and
bottles are easily recyclable (and often recycled), whereas the individual-
serving little juice boxes, for example, are more difficult to recycle. But
these little juice boxes use much less material in the first place (a juice
box crumples down to about as much waste as the cap from the bottle,
which is not recycled). In addition, juice boxes so not need refrigerated
trucks on the highway. Calculating which is ultimately better for the
environment a 6-ounce juice box or a 6-ounce bottle is very difficult.
38

But calculating which is better in the minds of a society concerned with
recycling is easy many primary schools forbid kids to bring juice boxes
to school.
The benefits from products that are degradable and biodegradable is
another controversial area. Environmental groups argue that there is no
evidence that degradability offers any advantage if a product is disposed
in a landfill, where all waste decays very slowly. Several states have
brought legal action against companies that made degradability claims
for plastic trash bags and disposable diapers. In fact, degradable
garbage can be more harmful than inert garbage. If the landfill leaks, it is
the degraded garbage that presents a problem.
The claim of compostable is problematic as well. Composting refers to
the biological decay of organic materials. The problem arises from the
fact that even though many products can be composted, there are very
few plants available in the United States that engage in composting
municipal solid waste. It is true that green marketing can distort, mislead
and trivialize environmental issues. It has even been referred to as
ecopornography. However, an important point, too often ignored, is that
green marketing is, at the same time, a very good sign. Producers and
advertisers develop products geared toward what it is they people care
about. The increasing frequency of green marketing serves as a
barometer of public concern for the environment. A society in which
companies are jockeying for environmental product loyalty is better
served than one in which companies are ignoring the issue unless, of
course, green marketing produces such public complacency that it
prohibits the development of more far reaching, long- term solutions to
environmental crises.
Correcting the Problem
There are several possible ways of correcting the problem. One
approach focuses on educating the buying public. Another aims at
greater regulation of claims. Because green labelling is perceived as a
marketing issue, the Federal Trade Commission has been asked by both
manufacturers and the packaging industry to issue a nationwide rule
regulating environmental claims. The FTC has formed a task force to
deal with environmental claims.
39

In an attempt to educate the public, several countries, including
Germany, Canada, Japan, the European Communities and the Nordic
Council have developed a program of green seals. This label can only
be applies to products meeting certain criteria (e.g., emphasis on
recycling, reducing pollution) in defined product categories. The U.S
Environmental Protection Agency considered proposed legislation to set
up a quasi-governmental reviewing board that could issue a seal of
approval. However, based on problems other countries were having, the
EPA dropped the idea. In the absence of leadership at the federal level,
several states and regional groups have developed their own state
green labels. There are also private national environment certification
(green seal) programs.
Some industries have developed an ethical code that forbids
environmental/health/safety appeals. Pesticide manufacturers, for
example, consider themselves ethically obliged not to market their
products as less environmentally risky than competition. However, this
diminishes the incentive to develop an environmentally better product,
and it prohibits consumers from finding out when such a product has
been developed.











40

CONSUMER ANALYSIS WITH RESPECT TO GREEN MARKETING

The last decade has witnessed a dramatic increase in
environmental consciousness worldwide.
The increase in environmental consciousness had a profound
effect on consumer behaviour, with the green product market
expanding at a remarkable rate.
With this, the work of marketers becomes more complex as they
need to target the greener segments differently.
The study is undertaken to find relevant insights about an
ecologically conscious Indian consumer.
An attempt has been made to understand the buying motives in
purchase of green products.
Being green is not enough, consumers expect companies to have
green products that are superior or at least at par with
conventional products.
Companies green initiatives do influence consumer purchasing
behaviour. Hence it is important to build the trust.

RESEARCH METHODOLOGY
Research design: descriptive
Sampling technique: convenient and random sampling
Sample size: 55
Area: new delhi
Time Period: October to dec 2011
Data collection method: 1) personally administered survey
2) personal direct interviews of consumers
3) secondary research


Perceptions about green products
Consumers think of green products as those that minimize
negative impact on the environment.
41

Eg: energy-efficient, recyclable, natural or organic



LIMITATIONS

A convenience sample was used for the data collection which
makes the results not readily generalizable. Although great effort
was put into get a sample which includes people from different
demographics.
This study was conducted in delhi, so it is difficult to determine
whether it can be extended to a larger population outside this
region.
This study is not product specific. This study was conducted only
to understand the perceptions of consumers of about green
products as a whole.
Personal bias of respondents while answering the questions may
have skewed the results slightly. However, an effort has been
made to verify the results through all sorts of qualitative and
quantitative data.

LEARNING

The study helped me think pro-actively on a topic of interest.
Talking to people and understanding their perceptions was an
enriching experience
The purchasing pattern of Indian consumers is aligned with that of
their global counterparts, thus I have been able to map this
phenomena in the global context.



42

CONSUMERS ARE NOW AWARE
An important rule in marketing green products is to minimize the
sacrifices that consumers must make in order to buy and use 'green'
products. Improvements must be substantive, and if possible backed by
hard facts.
Different environmental attributes are important in different product
categories. Nevertheless, consumers generally feel that the more
attributes there are, the better. A good strategy is to offer environmental
improvements in several categories at the same time, such as water
pollution, solid waste, and manufacturing processes.
When consumers are faced with a trade-off between product attributes,
the environment almost always loses. Many products that require
consumers to make such trade-offs have failed to establish themselves
in the marketplace.



To succeed, eco-entrepreneurs must not neglect the traditional values of
price, quality, convenience and availability.
Price: No matter what consumers say, few will pay extra for
greener products. Premiums of more than around 2% can be
charged only if the consumer perceives additional product value.
Quality: Many people think 'green' products will be less effective
than existing brands, and are even less likely to sacrifice quality
than they are price. Assurances of quality are absolutely essential,
and must be communicated convincingly. Quality is judged on
many features, including performance, look, feel, fit, comfort, and
durability.
Convenience: Only minimal inconvenience is tolerated by
consumers of green products.
Availability: Very few consumers will go out of their way to buy
green products. In a 1990 poll, 58% of respondents cited poor
product availability as a reason for not purchasing more green
products.
If you decide to target this market,
43

Your products must be significantly better, in environmental terms,
than the competition, or else you will be viewed as a hypocrite as
well as losing the sale;
You must provide clear, persuasive and comprehensive
information on what sets your product apart environmentally;
You should monitor competitors to see whether they are
developing products almost as green as yours, but without the
price and quality trade-offs. You can keep ahead of the green
development curve by minimising the sacrifices required to
purchase or use your product.
Both traditional and 'green' companies are beginning to offer consumers
environmental improvements that do not involve a price premium or a
loss of quality.

WHO ARE GREEN CONSUMERS ?
A Global Perspective

Understanding the demographics of green consumerism can help
entrepreneurs explore the environmental market, and home in on likely
prospects. Research has shown that green consumers:
are sincere in their intentions, with a growing commitment to
greener lifestyles;
almost always judge their environmental practices as inadequate;
do not expect companies to be perfect in order to be considered
'green'. Rather, they look for companies that are taking substantive
steps and have made a commitment to improve.
However, they also:
tend to overstate their green behaviour, including the number of
green products they actually use;
want environmental protection to be easy, and not to entail major
sacrifices;
44

tend to distrust companies' environmental claims, unless they have
been independently verified;
lack knowledge about environmental issues, and tend not to trust
themselves to evaluate scientific information about environmental
impacts. However, at the same time they are eager to learn, and
this means that consumer education is one of the most effective
strategies that entrepreneurs can use.
The most responsive age group tends to be young adults, many of
whom are influenced by their children. In addition, women are a key
target for greener products, and often make purchases on behalf of men.
The best 'green' customers are people with more money to spend. As a
result, the most promising products for 'greening' tend to be at the higher
end of the market. The most promising outlets for green products are
retail stores frequented by better-off shoppers.
In general, green consumers have the education and intellectual
orientation to appreciate value; they will understand evidence that is
presented in support of environmental claims.
Globally, children and teens are generally more concerned than adults
about the environment, and are more knowledgeable about green
alternatives. Increasingly, they influence their parents' purchasing
decisions. Equally importantly, millions of them will reach adulthood in
the next decade, and gain purchasing power of their own.









45





















CONSUMER SURVEY
Questionnaire
Dear respondent, I am a student of Masters of Fashion Management,
NIFT MUMBAI; conducting a survey on ' Green Marketing'. This survey
46

focuses on a consumer's awareness, flexibility to, expectations from and
impact of green marketing on them. You are kindly requested to fill the
following questionnaire carefully giving your views and observations
which will be used only for academic purposes and will be kept
confidential. Thank you for your valuable time and knowledge.

1) WHICH INDUSTRY DO YOU THINK IS IN NEED OF GREEN
MARKETING THE MOST IN ORDER TO CONTRIBUTE
EFFECTIVELY TO THE ENVIRONMENT?
Automobiles 24 44%
Electronics 3 5%
Textile/Fasion 4 7%
Leather manufacturing 5 9%
paper and furniture manufacturing 18 33%
FMCG 1 2%








Test Statistics

VAR00
001
VAR00
002
Chi-
Square
.000
a
.000
a

Df 5 5
Asymp.
Sig.
1.000 1.000

SINCE THE LEVEL OF
SICNIFICANCE IS
GREATER THAN 0.05,
NULL HYPOTHESIS WILL
BE ACCEPTED.




47




2) DO YOU THINK CONSUMERS HAVE AN EQUALLY
IMPORTANT ROLE TO PLAY IN GREEN MARKETING?









Ho: THERE IS NO SIGNIFICANT RELATION SHIP BETWEEN
CONSUMER PARTICIPATION AND EFFECTIVE GREEN MARKETING

H1: THERE IS SIGNIFICANT RELATIONSHIP BETWEEN CONSUMER
PARTICIPATION AND EFFECTIVEGREEN MARKETING





yes 51 93%
no 3 5%
cant say 1 2%









VAR00003 VAR00004
Chi-
Square
.000
a
.000
a

Df 2 2
Asymp.
Sig.
0.043 0.043
SINCE THE LEVEL OF SIGNIFICANCE IS LESS THAN 0.05
THEREFORE THE ALTERNATE HYPOTHESIS WILL BE
ACCEPTATED.








48















Ho : NEED FOR GREEN MARKETING IS INDEPENDENT OF
AMOUNT OF CONSUMPTION
H1: NEED FOR GREEN MARKETING IS DEPENDENT ON AMOUNT
OF CONSUMPTION

49





Ho: There is no significant relationship between purchase of eco-friendly
products and brand loyalty

H1: there is significant relationship between purchase of eco-friendly products
and brand loyalty



Test Statistics

VAR00
009
VAR00
010
Chi-
Square
.000
a
.667
b

Df 5 4
Asymp.
Sig.
1.000 .955


SINCE THE LEVEL OF SICNIFICANCE IS GREATER THAN 0.05, NULL
HYPOTHESIS WILL BE ACCEPTED.

.













50



Ho: Purchase of non-green products is insignificant of effective green
marketing
H1: Purchase of non-green products is significant of effective green
marketing





Test Statistics

VAR00
009
VAR00
010
Chi-
Square
.000
a
.000
a

Df 3 3
Asymp.
Sig.
1.000 1.000

SINCE THE LEVEL OF SICNIFICANCE IS GREATER THAN 0.05,
NULL HYPOTHESIS WILL BE ACCEPTED.












51






1) WHICH INDUSTRY DO YOU THINK IS IN NEED OF GREEN
MARKETING THE MOST IN ORDER TO CONTRIBUTE
EFFECTIVELY TO THE ENVIRONMENT?
Automobiles 24 44%
Electronics 3 5%
Textile/Fasion 4 7%
Leather manufacturing 5 9%
paper and furniture manufacturing 18 33%
FMCG 1 2%





Test Statistics

VAR00
001
VAR00
002
Chi-
Square
.000
a
.000
a

Df 5 5
Asymp.
Sig.
1.000 1.000

SINCE THE LEVEL OF
SICNIFICANCE IS
GREATER THAN 0.05,
NULL HYPOTHESIS WILL
BE ACCEPTED.




52




2) DO YOU THINK CONSUMERS HAVE AN EQUALLY
IMPORTANT ROLE TO PLAY IN GREEN MARKETING?









Ho: THERE IS NO SIGNIFICANT RELATION SHIP BETWEEN
CONSUMER PARTICIPATION AND EFFECTIVE GREEN MARKETING

H1: THERE IS SIGNIFICANT RELATIONSHIP BETWEEN CONSUMER
PARTICIPATION AND EFFECTIVEGREEN MARKETING





yes 51 93%
no 3 5%
cant say 1 2%









VAR00003 VAR00004
Chi-
Square
.000
a
.000
a

Df 2 2
Asymp.
Sig.
0.043 0.043
SINCE THE LEVEL OF SIGNIFICANCE IS LESS THAN 0.05
THEREFORE THE ALTERNATE HYPOTHESIS WILL BE
ACCEPTATED.










Ho : NEED FOR GREEN MARKETING IS INDEPENDENT OF
AMOUNT OF CONSUMPTION
H1: NEED FOR GREEN MARKETING IS DEPENDENT ON AMOUNT
OF CONSUMPTION

53














54





Ho: There is no significant relationship between purchase of eco-friendly
products and brand loyalty

H1: there is significant relationship between purchase of eco-friendly products
and brand loyalty



Test Statistics

VAR00
009
VAR00
010
Chi-
Square
.000
a
.667
b

Df 5 4
Asymp.
Sig.
1.000 .955


SINCE THE LEVEL OF SICNIFICANCE IS GREATER THAN 0.05, NULL
HYPOTHESIS WILL BE ACCEPTED.

.













55



Ho: Purchase of non-green products is insignificant of effective green
marketing
H1: Purchase of non-green products is significant of effective green
marketing





Test Statistics

VAR00
009
VAR00
010
Chi-
Square
.000
a
.000
a

Df 3 3
Asymp.
Sig.
1.000 1.000

SINCE THE LEVEL OF SICNIFICANCE IS GREATER THAN 0.05,
NULL HYPOTHESIS WILL BE ACCEPTED.












56




LIMITATIONS
A convenience sample was used for the data collection which
makes the results not readily generalizeable. Although great effort
was put into get a sample which includes people from different
demographics.
This study was conducted in Delhi, so it is difficult to determine
whether it can be extended to a larger population outside this
region.
This study is not product specific. This study was conducted only
to understand the perceptions of consumers of about green
products as a whole.
Personal bias of respondents while answering the questions may
have skewed the results slightly. However, an effort has been
made to verify the results through all sorts of qualitative and
quantitative data.

LEARNING-
The study helped me think pro-actively on a topic of interest.
Talking to people and understanding their perceptions was an
enriching experience
The purchasing pattern of Indian consumers aligned with that of
their global counterparts thus I have been able to map this
phenomena in the global context.






57

The future prospects of GREEN MARKETING:-
As manufacturers and marketers launch eco-friendly products in India,
green will be the new marketing mantra, as predicted by many marketing
gurus. But the big question is: Can Indian consumers be influenced by
eco appeal? Is it a big enough differentiator to impact a purchase
decision? Will consumers be willing to pay a premium on eco-friendly
products? The answers, at the moment, appear conflicting. But
marketing pundits are quick to observe that behind the conflict is a clear
direction green will be the new marketing mantra. Going by Wipros
launch last year of its GreenWare range of computers that were RoHS
compliant (all electrical and electronic products post July 1, 2006, must
pass RoHS compliance), one cannot imagine that green marketing could
have an impact. Few seemed to have heard of the range, and the fact
that it did not carry a premium price tag did not matter either. But heres
the surprise: the results of GreenFactor, a global survey, conducted by
US-based Strategic Oxygen, GCI Group and Cohn & Wolfe, amongst
enterprise IT decision makers released in June, showed India as the
leader in green IT potential.
According to the survey, The 2011 ImagePower Green Brands Survey
- the largest such study to date, capturing the perspectives of more than
9,000 consumers in eight countries. Saw a split between responses in
the emerging countries (India, China and Brazil) and those in the
developed countries (Australia, France, Germany, the United Kingdom,
and the United States), and the details proved enlightening. They
uncovered several trends affecting consumer behaviour:
Pressure on governments to lead green regulation
Increased desire to buy green
Transparency and choice driving buyer behaviour
Consumers receptive to green advertising
Interest in big-ticket green products

58

Overall, consumers are less likely to cite hurdles to buying green
compared to last year. A majority of respondents in India, say they
intend to spend more on green products in the next year. Consumers
are putting a higher value on green products with 48% of Indian
consumers, willing to spend over 10% more on a product simply
because it is green. Respondents indicated they are most likely to
purchase green products in the household, grocery, personal care, and
packaged food and beverage categories. This is in line with the on-going
interest worldwide in purchasing green for products that are in me and
on me, but the categories poised for growth paint a new picture.
Consumers in all markets intend to go green on more big-ticket items
during the next year. India, China and Brazil show the biggest potential
for increased sales of environmental friendly automobiles. In India, 28%
of consumers say they intend to purchase green auto this year which is
significantly higher than the 16% that purchased green auto last year.
Consumers in the UK, US and France say they plan to buy more green
technology brands this year. As consumers become more sophisticated
on buying green, demand for green big-ticket products will grow.
Companies will have to adapt their marketing strategies to show not only
the environmental impact and related greenness of their products, but
also the larger end benefits in order to meet their customers changing
needs.
Respondents of the survey indicated they are most likely to
purchase green products in the household, grocery, personal care, and
packaged food and beverage categories. This is in line with the on-going
interest worldwide in purchasing green for products that are in me and
on me, but the categories poised for growth paint a new picture.
Consumers in all markets intend to go green on more big-ticket items
during the next year. India, China and Brazil show the biggest potential
for increased sales of environmental friendly automobiles. In India, 28%
of consumers say they intend to purchase green auto this year which is
significantly higher than the 16% that purchased green auto last year.
Consumers in the UK, US and France say they plan to buy more green
technology brands this year. As consumers become more sophisticated
on buying green, demand for green big-ticket products will grow.
Companies will have to adapt their marketing strategies to show not only
the environmental impact and related greenness of their products, but
59

also the larger end benefits in order to meet their customers changing
needs.
The 2011 ImagePower Green Brands Survey tells us that greenness
remains a major issue for consumers around the world, and that they
expect green practices from the companies they do business with. There
are huge opportunities in the Indian market for companies that establish
their green credentials early.

The results of the survey can be summarized as such:-

Awareness in terms of GREEN MARKETING on global level:


global DATA: 20092011
In the next year, do you plan to spend more, less, or the same amount
on green products and services?
60



global DATA: 2011
How much more, in percentage terms, are you willing to spend on a
product because it is green?











61

INDIA DATA: 20092011

Do you think the state of the environment in this country is headed in the
right direction, or is it on the wrong track?
57%