INTRODUCTION:Youmight be having the best product with you but unless and until you promote it youcannot reach the customer, that is the power of marketing. The companies has toidentify the changing trends and the behavior, so that they can modify thereoffering to their consumers. Today’s consumers are much concerned about theproducts and its impact on the environment due to the awareness about climaticchanges and global warming.
Thus this reasons might have triggered manycompanies to adopt Green Marketing which not only can act as a tool to reachtheir consumers but also provides anopportunity to address their environmental issues and Corporate SocialResponsibility.Accordingto American Marketing Association, Green Marketing or ecological marketing is theMarketing of products that are presumed to be environmentally safe. So it dealswith producing and promoting environment friendly product as the environmentplays a vital role and influences all the organism and human activities. Sincedecades society showing more concern towards environment, due to this reasonmany organization started to modify its business behavior to decrease or toeliminate its carbon footprints and also adopted concepts like wasteminimization, producing environment friendly product etc,.
REVIEW OF LITERATURE The word green marketing came to prominencewhen the American Marketing Association held the workshop on Ecological Marketing for the first time inthe year 1975. This resulted in one ofthe first book on green marketing entitled “Ecological Marketing”.Solater on in the year, 1980 – Green Marketing beginning. 1987 – sustainabledevelopment 1992 &1993 – Green Marketing reference books by Ken Peattie and JaquelineottmanAccordingto ken pettie(1995) Green Marketing isthe “holistic management process responsible for identifying, anticipating, andsatisfying the needs of consumer and a society in a profitable and sustainableway”.Earlierthere was no such concepts in the mind of the consumer and they were onlyconsidering the price of the product and for the availability of the productbut later may be due to the awareness or accessibility into the information ormay be because of the concern about the product what they are using and itsimpact on their health and environment.Accordingto Beltz and pettie (2008) in the late 1980’s the green marketing was focusedon only the targeted consumer’s like LOHAS (life style of health andsustainability ) who would be willing to pay premium prices for the greenproducts.so this consumers choose those product which are environmentally safeeven if the price of the product is more. STATEMENT OF THE PROBLEM Greenmarketing is becoming the competitive advantage of the companies but thequestion is can marketing really be green? And it can only be green if theymodify their business practices which protect the environment.
In India manycompanies now marketing themselves as green, as it is mandatory for theorganization to adopt CSR due to the regulation framed by the IndianGovernment, following an amendment to the company act 2013. According this, thecompany has to plough back 2% of their net profit on CSR.Mostof the people in the society believes that the green marketing deals with onlypromoting and advertising the product which are having the environmentalcharacteristics but the truth is different, as it covers broad range ofactivities, that includes producing the products which not only harm theenvironment but it should protects it. This can achieved by modifying theproduction process, using the biodegradable and recyclable packaging materialetc.Sohere the study aims to identify whether the consumers are aware about the greenproduct. Consumers attitude and behavior towards the green products. As theprice of the green products are more, are they willing to pay due to theenvironment concern ? And this study will help to assess how the differentfactors like educational level, income level, age, gender, knowledge ofenvironmental issues, awareness, knowledge will influence on green buyingbehavior. To identify the correlation between the age and the price of thegreen products.
PURPOSE OF THE STUDY.Thepurpose of the study is to identify how the green products and its marketing isgoing to influence the buying decision of the consumers considering differentfactors involved in buying decision process.OBJECTIVES1. Toidentify whether the consumers are willing to pay more for green product2. Toassess the factors which will affects their buying decision of eco-friendlyproducts.3. Toidentify whether the consumers are aware about the green products.4.
Tounderstand the trends and tendencies of green marketing practices.5. Toknow the brand switching behavior of the consumer due to the environmentconcern.
HYPOTHESIS FOR THE STUDYH1 :the consumers are willing to pay premium price for green products.H2 :factors will influence the buying decision of eco-friendly products.H3:consumers are aware about the green products.H4:H5:consumers are willing to switch brands due to the concern on environment. RESEARCH METHODOLOGYRESEARCH DESIGNType of research Descriptiveresearch is adopted for the study.
The source of the Data: Thewhole study depends on the primary data and the secondary data. Primary data isgoing to be collected from the consumers of various products considering thedifferent ranges of factors which will influence them to purchase. Theresearcher will use the questionnaire method to collect the data.Thesecondary data can be collected from various magazines, press release reports,related journals, websites, books.Sampling methodHerethe researcher is targeting the consumers from the southern part of theKarnataka that includes Chamarajanagar, Mysore, Madikeri, Bangalore (Rural andUrban), Mandya, Ramnagar, Chikmagalur, Shimoga, Tumkur, Kolar, Chitradurga,Hassan, Davangere, Chikkaballapur.Soit is necessary to adopt Multistage sampling method for the research study.Statistical Analysis