Green marketing involves developing and promoting products and services in an environmentally friendly way. It can help build a company's image and satisfy customer demand for sustainable options. However, there are also challenges to green marketing, such as higher costs and lack of consumer awareness. Authentic green marketing that avoids greenwashing can help drive long-term growth while addressing environmental issues.

1. Can marketing really be green?
How does It impact on
consumer satisfaction
KARTIK MEHTA
SYMMS –A
ROLL NO: 50

2. Can you name a
green brand ?

3. Green brand examples

4. Green marketing: Definition
The holistic management for identifying, anticipating and
satisfying the requirements of customers and society in a
profitable and sustainable way » (Peattie, 1995)
• Production Process compatible with
the Environment
• Compatible with company’s goals
• Satisfy the customer’s need
Requirements:
Need to find a
balance between
these requirements

5. THE AMERICAN MARKETING
ASSOCIATION (AMA) DEFINITION
 A 3 WAY DEFINTION:
 (retailing definition) The marketing of products
that are presumed to be environmentally safe.
 (social marketing definition) The development
and marketing of products designed to minimize
negative effects on the physical environment or
to improve its quality.
 (environment definition) The efforts by
organizations to produce, promote, package, and
reclaim products in a manner that is sensitive or
responsive to ecological concerns

6. Green marketing: History
7
Late 1980s: Green marketing beginning
1987: sustainable development concept (United nations)
1992 & 1993: green marketing reference books by Ken
Peattie then Jacquelyn Ottman
« Environmental issues should be balanced
with primary customer needs »

7. Why Green Marketing..?
• The growing awareness all over the world regarding
protection of the environment. Consumers are
becoming more concerned about environmental
friendly product
• Manufacturers have recognized environmental
concerns as a source of competitive advantage. and
have developed products with a green image
• Various regulations recently framed by the
government to protect consumers and the society at
large, led to the adoption of Green marketing as a
compulsion rather than a choice.
• For example, the ban of plastic bags in many parts of
the country

9. Arctic sea ice loss till end of 2012

10. Increase in Global Temperature level

11. The Three R’s of Environmentalism
• Reduce the amount of waste you produce.
• Reuse old items; donate to the unfortunate,
repair if broken.
• Recycle as much as possible; buy recycled
products to support recycling.

12. Objectives of Research
• To understand
• The level of awareness regarding green marketing among consumers.
• The buying behaviour of consumers related to green marketing.
• How green marketing helps Company to build its image.
• Initiative taken by government towards green marketing.
• The success of green marketing as a corporate social responsibility.
• To Eliminate the concept of waste
• To Reinvent the concept of product
• To Make prices reflect actual and environmental costs
• To Make environmentalism profitable
• To Explore the various factors which influence the green
purchasing behaviour of the Indian consumer.
• To give a segmented opinion of the green purchasing behaviour
attitude based on their gender, family type, education level etc.

13. Sources of data
• From both primary and secondary data
• Primary data has been collected
• Through a structured questionnaire
• Personal interviews
• Observations
• Secondary data has been collected from
• Internet
• Websites
• Books and journals

14. Questionnaire
ConsumerAwarenesstowardsGreenMarketing
• Demographics
• Name:
• Age:
• Gender:
• Income Group
• Are you aware of the term “green marketing”?
• Yes
• No
• What do you understand by the term “Green Marketing”?
• Have you heard of any campaign related to Green Marketing?
• Yes
• No
• Have you been part of any such campaign?
• Yes
• No
• Do you consider the environmental aspects of the products before buying them?
• Yes
• No
• Sometimes

15. • Do you think that green marketing and advertising are good sources of
information about green products and services?
• Yes
• No
• Sometimes
• Do you think that Green Marketing activities are good at addressing environmental
issues?
• Yes
• No
• Do you think Green Marketing activities results in better product quality?
• Yes
• No
• Do you think that Green Marketing strengthen company’s image in the mind of
consumer?
• Yes
• No
• Do you think that companies that focus on environment al concerns persuade consumers
to buy products?
• Yes
• No
• Are you aware of the eco-labeling initiatives of the government?
• Yes
• No

20. Green marketing: Eco labels
Eco-labels identify environmentally-friendly products
and services.
Eco-label criteria guarantee that a given product or service
is fit for use, and will have a reduced environmental impact
throughout its life cycle.
France: Worldwide:
9
EU:

21. • Improvement of image and sales of products
• Manufacturer’s being more accountable to environmental
impacts.
• Consumer’s awareness that their choice of product do affect
the environment as some products are less damaging to
environmental than others
Eco labeling leads to

23. STATUS FOR ECO-
MARK DEVELOPMENT
1. Soaps and detergents
2. Paper
3. Food items
4. Lubricating oils
5. Packaging materials
6. Paints and powder
coatings
7. Batteries
8. Electrical / electronic
goods
9. Food addition
10.Wood substitutes
11.Cosmetics
12.Aerosol propellants
13.Plastic product
14.Textiles
15.Fire extinguisher
16.Leather

24. Green marketing: examples
10
Following the 4P’s
Marketing tool

26. Green marketing: examples
Innovation and eco-concept
A small hybrid concept car
Toyota FT-CH.
11

27. Green marketing: examples
12

28. Green marketing: examples
 Tescobelievesthatretailerscanplaya
positiveroleintacklingclimatechange
 Leadthewaybydramaticallyreducing
itsowncarbonfootprint.
13

29. Green marketing: examples
Tom : Project Holiday (2008)
 Tompromoteditsproject«holiday
campaign»tosell30000pairsof
shoes
 Theywouldgivethesamenumber
tokidsinEthopia
Unprecedentedawarenessfor
theircausewithoutpaidmedia.
14

31. What is green washing?
“Disinformation disseminated by an organization so as to
present an environmentally responsible public image.”
“Green washing,” a term derived
from the term “whitewashing”
16

32. Why green washing?
• People are becoming more and more aware of the
dangers
• People are looking for environmentally friendly products
• Corporations turn green
washing to make
themselves look more
environmentally friendly
17

33. Green washing: what’s wrong?
• It is misleading.
• Change their image
• Green washing could result in consumer and
regulator complacency
18

34. Green washing: firms’ examples
Falsely promoted its cars as
environmentally friendly.
Ads with GM SUV’s in natural
habitats as if they were as
natural as the surrounding
trees.
General Motors
19

35. THE DARK SIDE OF GREEN

36. ONE BIG GREEN LIE
Ford Motor Company
 In 2004 one print ad read,
"Green vehicles. Cleaner
factories. It's the right road for
our company, and we're well
underway."
 But it only planned on producing
20,000 of its Hybrid SUVs per
year, while continuing to produce
almost 80,000 F-series trucks per
month

37. CONSEQUENCES
 Greenwashing is
misleading
 Could result in
consumer and regulator
complacency
 May also engender
cynicism

38. GREEN ASPECTS IN SERVICES
FINANCIAL SERVICES:
• Use of electronic printing media
• Use of technology to cut short the usage of paper
• High accessibility rate to reduce the mile coverage by the
users and the executives
• Use of air conditioners with high star-rating and CFL
lighting to reduce power consumption
• Green planting spread within the working space

39. TRANSPORTATION SERVICES:
• Wide spread public transport
system
• Heavy investment to avoid use of
diesel
• Using recyclable products
• Electric vehicles for rent

40. MEDICAL SERVICES:
• Donation camps
• Rural areas visits
• Free check-up
• Free medication
• Integration of all services
under one roof
• Paper covers instead of plastic

41. EDUCATIONAL INSTITUTIONS:
• Use of electronic media to avoid paper and other stationary
• Make students participate in social welfare activities
• Maintain greenery in the campus
• Discourage the use of personal vehicles
• Use power efficient equipment

42. RETAIL SERVICES:
• Discourage plastic bags
• Wax paper printing
• Online trading
• Help raise funds for needy
• Moderate lighting
• Spread maximum products
• Promote green products

43. CHALLENGES AHEAD
• Green products require renewable and recyclable
material, which is costly
• Requires a technology, which requires huge investment
in R & D
• Water treatment technology, which is too costly
• Majority of the people are not aware of green products
and their uses.
• Majority of the consumers are not willing to pay a
premium for green products.

44. CONCLUSION :
With the threat of global warming looming
large, it is extremely important that green
marketing becomes the norm rather than an
exception or just a fad.
Make the consumers understand the need and
benefits of green products as compared to non-
green ones.
Be authentic and don’t use green washing.

45. Conclusion
20
Be authentic
Don’t use green washing
Marketing can really
be green!
Educate your customers and give them an
opportunity to participate.

48. SUGGESTIONS
• Improve awareness about green products and
there effectiveness.
• Green products should be priced according to
it’s quality.
• There should not be more price difference
between standard product and green product.
• Green product’s quality should be better than
standard products.

49. Green Products And Its Characteristics
• Products are originally grown.
• Products those are recyclable, reusable and
biodegradable.
• Products with natural ingredients.
• Products contain recycled contents ,non-toxic
chemical.
• Products contain under approved chemical.
• Products do not harm or pollute the environment.
• Products that is not tasted on animals.
• Products that have eco-friendly packaging i.e
reusable ,refillable containers etc.

50. Benefits Of Green Marketing
• It ensures sustained and long term growth
along with profitability
• It saves money in the long run, though
initially the cost is more
• It helps the companies market their
products and services keeping the
environment aspects in mind

51. Golden Rules of Green Marketing
• Know your customer
• Educating your customers
• Being genuine & transparent
• Reassure the buyer
• Consider your pricing
• Keeping consumer expectation in mind
always

52. The2012, top10 GreenBrandsinIndiaare:
• 1. AMUL
• 2. Dabur India ltd.
• 3. Infosys
• 4. Taj Hotels
• 5. Britannia Industries ltd.
• 6. Suzlon India
• 7. Hindustan Unilever Ltd.
• 8. Wipro technologies ltd.
• 9. Maruti Udyog ltd.
• 10. Godrej Consumer Products

53. • SBI Green banking programme
By using eco & power friendly equipment in its
10,000 new ATMs, SBI has not only saved power
costs and earned carbon credits, but also set the
right example fore others to follow.
• SBI became the first Indian bank to harness wind
energy through a 15 megawatt wind farm developed
by Suzlon Energy.

55. Going Green: Tata's New Mantra
• Tata Motors is setting up an eco-friendly
showroom using natural building material for
its flooring and energy efficient lights. The
Indian Hotels Company, which runs the Taj
chain, is in the process of creating Eco rooms
which will have energy efficient mini bars,
organic bed linen made from recycled paper.
And when it comes to illumination, the rooms
will have CFLs or LEDs.

56. Suzlon Energy
• The world’s 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. Suzlon’s corporate building is the most
energy-efficient building ever built in India.

57. Lead Free Paints From Kansai Nerolac
• Kansai Nerolac Paints Ltd., has always been
committed to the welfare of society and the
environment. Kansai Nerolac has worked on
removing hazardous heavy metals from their
paints. Lead in paints especially poses danger
to human health where it can cause damage
to Central Nervous System, kidney and
reproductive system. Children are more
prone to lead poisoning leading to lower
intelligence levels and memory loss.

58. Wipro Green It.
Wipro Infotech is India's first company to launch
environment friendly computer peripherals. For
the Indian market, Wipro has launched a new
range of desktops and laptops called Wipro
Greenware. These products are RoHS (Restriction
of Hazardous Substances) compliant thus reducing
e-waste in the environment.

59. LIMITATIONS IN GREEN MARKETING
• Green products require renewable and recyclable
material, which is costly
• Requires a technology, which requires huge investment in
R & D
• Water treatment technology, which is too costly
• Majority of the people are not aware of green products
and their uses
• Majority of the consumers are not willing to pay a
premium for green products