This presentation was given at the conference- Two day International Conference on Multidisciplinary Research “A tool for Socio-Economic Development” in Mumbai University

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2. How concerned are you of the
threat of global warming?
57%
37%
6%
Very Concerned
NotConcerned
It'sa Hoax
-Hindustan Times C-force Survey
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3. Field of Research
Green Marketing–Way ahead to sustainability
Topic of Research
A study of green behavior on Indian youth
Presented By
Mathew Lawrence
Presented at Conference
Two day International Conference on Multidisciplinary Research
“A tool for Socio-Economic Development”
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Problem Identification
Research Objective
Research Design
Data Sourcing
Data Collection
Data Analysis
Conclusion
Presentation Flow:

5. Introduction:
Consumers are becoming more conscious of their own behavior with respect
to the environment.
Marketers need to deal with the changing behavior of consumers and frame
the marketing strategies accordingly.
Environmental claims can be a powerful marketing tool, if used in a proper
aspect.
Manufactures have recognized environmental concerns
as a source of competitive advantages
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6. Introduction: What is Green Marketing?
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Green marketing gained the momentum with the changing behavior of
consumers and to the context of global warming.

7. Reason for this Study: Why youth?
There has been limited research which has examined the impact of green
marketing on consumers from emerging economies like India (Bhattacharya,
2011; Prakash, 2002).
 Youth forms majority population on India that influence the nation’s economic
growth to a very large extent..
 India’s majority of population is young and working with average age of 24.
It is the perception and attitude which differentiate a person from another.
Increasing awareness on the various environmental problems has led a shift in
the way Indian youth go about their life
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Problem Identification

8. Reason for this Study: Why youth in Dombivli?
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Problem Identification
Dombivli City Percentage Population
0-6 age group 9 % 41,504
7-17 age group 20 % 92,232
18-28 age group 30 % 1,38,348
29 – 40 age group 25 % 1,15,290
41- above 16 % 73,785
http://www.census2011.co.in/census/city/369-kalyan-and-dombivali.html

9. Objective of the Study:
 To study the awareness of green marketing among the youth.
 To study the youth perceptions and attitude towards green campaigns of companies.
 To study the effect of green marketing on youths in their decision of buying products.
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Objectives Factors/Variables
To study the awareness of green marketing among
youth.
Human paradigm on environment
Awareness on green marketing
To study youth perception and attitude towards green
campaign of companies
Perception towards green marketing
Attitude towards green marketing
To study the effect of green marketing on youths in
their decision of buying products
Buying behavior towards green
marketing
Buying Influencing factor towards
green marketing
Reason to purchase a green product
Reason to pay more
Research Objective

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Methodology adopted:
Research Design
Data Sourcing
Data Collection

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Demographic Profile:
Gender
24 16
Age
18-25 26-30
39 1
Data Analysis

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Demographic Profile:
Monthly IncomeQualification
Graduation
Post
Graduation
22 18
Data Analysis

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Findings & Suggestions:
 Youth today is evolving and exposed to huge information
 There is a positive environmental awareness.
 Lacks consumer education about features of green marketing
 Govt. and environmental authorities should support companies
 Majority respondents were ready to pay attention to new green claims
 Market is mature and ready to accept new and innovative products
 Majority believes that green marketing is more effective than normal
marketing
 Recommendation from friends/family members were considered
 52% of respondents were ready to pay 50% extra for a green product
Data Analysis

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Conclusion
Findings & Suggestions:
 Market needs to be educate youth with what is green marketing,
green product
 Companies should focus more on green products
 Should give more emphasis on green features (Eg: no harmful
chemicals, less carbon emission)
 Should have proper visibility (logo) while denoting a green product in
packaging
 Media should be strong enough to attract new customers towards a
green product

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