Go Green


By
S. Ravi Venkatesh
K. Aarthi
First Year MBA
School of Management
Sri Krishna College of Engineering & Technology
Coimbatore–8
 


Introduction

"Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment".

Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.

Firms use green marketing in an attempt to address cost or profit related issues. In implementing green marketing, consumers, corporate and the government play a very important role. But there are few constraints in implementing it like lack of consumer awareness, financial constraints, limited scientific knowledge, lack of stringent rules and competitive pressures.

Objectives

A research work has been conducted to find out the awareness of green marketing, why people do not dispose waste efficiently and their extent of support towards Green Marketing. Based on the research few findings were made and suggestions were given.

Research Methodology

The research work has been conducted in Coimbatore and primary data has been collected for the study.  Personal interview has been conducted among 100 respondents with the help of a well-structured questionnaire.  The questionnaire comprises both open and close-ended questions and the research design used was exploratory style. 

Analysis and Interpretation

Table No.1 Level of awareness towards Green Marketing:

Level of Awareness

Number of respondents

% of respondents

Aware
Unaware

24
76

24
76

Total

100

 

Table No.2 People's care for the environment

Care level

Number of respondents

% of respondents

Care
Don't care

96
4

96
4

Total

100

 

Table No.3 Reason for people not disposing their garbage properly

Reasons

Number of respondents

% of respondents

No Alternatives
Lazy
Not Convenient
No Time
Don't understand the issue
Cheap

16
36
8
4
32
4

16
36
8
4
32
4

Total

100

 

Table No.4 Extent of support for Green Marketing.

Extent of support

Number of respondents

% of respondents

I will support
I will not support

96
4

96
4

Total

100

 

Table No.5 Willingness to pay more for green products.

Willingness

Number of respondents

% of respondents

Willing
Not willing
Maybe

56
28
16

56
28
16

Total

100

 

Findings

1. It has been found out from the research work that most of the respondents are not aware of green marketing.

2. It has been found out that peoples in India are concerned about our environment.

3. It has been found out that peoples do not have understood the consequences of not disposing the garbage efficiently.

4. It has also been found out that peoples are ready to spend more for eco-friendly products.

Suggestions

1. People should be made aware of the benefits of green marketing.

2. People should be educated to dispose the waste efficiently.  Younger generation who go on to become future entrepreneurs must be educated about green marketing.

3. People should minimize the use of non eco-friendly products.

4. Government should lay stringent rules and ensure its enforcement.

Conclusion

While firms must bear much of the responsibility for environmental degradation, ultimately it is consumers who demand goods, and thus create environmental problems. One example of this is where McDonald's is often blamed for polluting the environment because much of their packaging finishes up as roadside waste. It must be remembered that it is the uncaring consumer who chooses to disposes of their waste in an inappropriate fashion. While firms can have a great impact on the natural environment, the responsibility should not be theirs alone.

Green marketing requires that if consumers want a cleaner environment then they should be willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution.

For effective and efficient implementation of this concept of Green Marketing the factor that plays a major role is the Government. Unless the government creates specific and stringent laws and utilizes its authority to implement them the concept cannot be conceptualized.

If the Consumer, the Organisation and the Government work in unison towards the common goal of minimizing the detrimental environmental impact of their activities, then they can surely save this environment and make this world a better place to live in.
 


S. Ravi Venkatesh
K. Aarthi
First Year MBA
School of Management
Sri Krishna College of Engineering & Technology
Coimbatore–8
 

Source : E-mail March 30, 2006

 

    

 

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