1. Amity Business School
PROJECT TITLE-
GREEN BRANDING IN IT INDUSTRY
SUBMITTED BY:
KABEER BHATIA
A0102212107
MBA – M&S Class of 2014
2. Amity Business SchoolObjectives of the study
•To find the functional & emotional attributes which help in making a green brand
positioning strategy.
•To draw out a best set of strategy to position an IT product in green ways.
•To assist businesses to better understanding the trend of green purchasing
behaviour.
3. Amity Business School
• (Patrick Hartmann and F. Javier ForcadaSainz. 2005) indicates that an overall
positive influence of green brand positioning on brand attitude. Further findings suggest
distinct functional and emotional dimensions of green brand positioning with the
interaction of both dimensions in the formation of brand attitude. Highest perceptual
effects were achieved through a green positioning strategy that combined functional
attributes with emotional benefits.
• (Anthony Chan, 2009) derived the reasons behind the discrepancies between perceived
“greenness” of a brand and an objective evaluation of the company’s sustainability practices
through the study of corporate websites as brand positioning tools. Different elements of a
corporate branding strategy are examined.
• (Ramus et al, 2005) Unfortunately, there is evidence to suggest that stated policies are not always
implemented and that external stakeholders should be skeptical of policy statements if there is no
economic incentive for their implementation.
Review of Literature
4. Amity Business School
• (Montoro-Rios et al, 2008) discussed about the time when all IT
companies studied are honing their green branding strategies, there is
evidence to show that environmental associations do not always enhance
brand performance. Consumers have been found to process attributes of
environmental practices of a brand in a fashion similar to that of information
processing to any other attribute; but environmental beliefs have less
importance.
• (Easterling et al, 1996) said that for environmental advertising to be
successful, a firm must first have an environmental strategy in place
Advertising strategies have changed overtime from “image” orientation to
“product” orientation in the 1990s.“Process” and “factual” orientations are
the least utilized orientations which the authors suggest is an opportunity.
5. Amity Business School
Research Methodology
• In this report, Descriptive research design is used
• Descriptive Research design is used when researcher want to know the underlying
problems and insight facts.
• Since Green Branding is used excessively by top IT brands, so it was necessary to
know what consumer actually thinks and perceive the important factor while
buying an IT product.
• Descriptive Research leads to solution of problem, so taking these vital points,
Descriptive research design was chosen.
• Sample size -100 , Sampling Technique- Convenient sampling
• Data Collection
Primary Data – A structured Questionnaire was designed considering the
objective of study. Respondent were asked to fill the questionnaire
Secondary Data-Research Papers, Internet, Journals.
6. Amity Business School
Data Analysis & Interpretation
• Interpretation:
A high value of the statistic (from 0.5 to 1) indicates the appropriateness of
the factor analysis for data in hand. Here the value is 0.537 which means it
is appropriate to apply factor analysis.
7. Amity Business School
ROTATED COMPONENT MATRIX
• Interpretation
• The Rotated Component Matrix shows the factor loadings
for each variable.
• Group 1- Banning of Export Waste & Alternative storage
solutions
• Group 2- Partnerships with NGOs & use of stats
• Group 3- Donations & usage of Green word in Brand name
• Group 4- Trade-in Programs
• Group 5- Sustainable Technology
8. Amity Business School
Mean & Standard Deviation
• Environmental Concern
• All the items have means between 2.29 & 3.05, indicating low level of
environmental concern among respondents, worry about the worsening quality of
Delhi’s environment was the most dominant factors in measuring influential of
environmental concern on green purchasing intention.
• Social Influence
• The respondents’ perception of social influence received an average mean of
2.2. The respondents gave highest response on the item ‘Learn about
environmentally issues from my friends’ with the mean of 2.43.
• Self-Image
• The items for self-image variable scored mean ranges 2.6 & 1.92 respectively. It
indicates a moderate low level of concerning self-image in environmental related
behaviour.
• Man-Nature Orientation
• This finding suggests that respondents have a good level of agreement on
living harmoniously with nature. Overall, this dimension also obtained a
relatively high mean score compare to the other dimensions
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• Importance of Factors
• The table shows that Work is the most important factor characterized by
respondents followed by Friends & Family.
11. Amity Business School
Limitations
• Research is based on the collection of data from both primary and secondary sources.
• The responses were collected from a small sample size as the target audience was consumers of
IT products that did not showed much enthusiasm in filling the questionnaire.
• Some respondents may not have given the correct information and views due to their lack of
interest and shortage of time. However proper care was taken to avoid such respondents
• All the information, which is taken, is based on primary and secondary data that has its own
limitations.
• This research was conducted across a small area of Noida on a small sample size. Thus, it is
difficult to know perceptions and thinking of consumers of IT products across Noida.
• Sample size being small is another limitation of the study.
12. Amity Business School
Conclusions
• The most important factors are :
• Group 1- Banning of Export Waste & Alternative storage solutions
• Group 2- Partnerships with NGOs & use of stats
• Group 3- Donations & usage of Green word in Brand name
• Group 4- Trade-in Programs
• Group 5- Sustainable Technology
• As the companies are doing good on the above five factors they need to
focus more on functional attributes rather than emotional attributes
• Overall, the study shows that young consumers displayed a quite
positive intention of purchasing green products. Green marketers can
consider this group of consumers as one of their potential target markets.In
addition, in the future this group of consumers will become a big market
for green products due to the following reasons:
13. Amity Business School
Reference
• Ajzen, I. (2005).Attitudes, Personality and Behaviour,2ed.England: Open
University Press, McGraw-Hill.
• Ajzen, I. & Fishbein, M. (1975).Belief, Attitude, Intention and Behavior: An
Introduction to Theory and Research. Retrieved on October 3, 2009,
fromhttp://www. uky.edu/~drlane/capstone/health/reson.html.
• Ajzen, I., & Fishbein, M. (1980).Understanding Attitudes and Predicting Social
• Angela, P. (2001). Examining Why Consumers Intend to purchase ecologically
sound products. Retrieved on August 20, 2009, from
http://smib.vuw.ac.nz:8081/WWW/ANZMAC2001/anzmac/AUTHORS/pdfs/paladino1.
pdf
• Behavior. Englewood Cliffs, NJ: Prentice-Hall.
• Bowen, F. (2000), “Environmental visibility: a trigger of green, organisational
response?”, Business Strategy and the Environment, Vol. 9 No. 2, pp. 92-107.
• Easterling, D., Kenworthy, A. and Nemzoff, R. (1996), “The greening of advertising: a
twenty-five year look at environmental advertising”, Journal of Marketing Theory and
Practice, Vol. 4 No. 1, pp. 20-33.
• Green Factor Study. (2012).
• Hansen, A., & Machin, D. (2008),” Visually branding the environment: climate change
as a marketing opportunit”y. Discourse Studies, 10 (6), 777-794.
