A STUDY OF CONSUMER AWARENESS FOR GREEN MARKETING

IN TIRUNELVELI CITY
S.PALAVESAKRISHNAN,
Cell No: 9786277416.
palavesakrishnan@gmail.com
ABSTRACT
Currently customer is taking care of natural environment after a lesson learns
from natural calamities. So they are now interested to participate to save the
environment in many ways. Now we are seeing about the one of them is Green
Marketing.

So I want my article to focus on the following aspect of green

marketing such as awareness of green marketing among the consumer,

willingness to pay more for them, their marketing mix and the green marketing
practices by collection of data through primary and secondary mode. For my
analysis and interpretation I used Garratt Ranking, Chi Square Test and
ANOVA to test my hypothesis. As per my study I concluded that I want our
government to take innovative step for educating the people about the benefits
derived from green marketing support the industry of green marketing in the
way of subsidy and tax relief so that the price of the product comes down so it
makes the consumer to overcome from overpaying and attract towards GREEN
MARKETING.

INTRODUCTION
Green marketing means the process of selling products and services which
should provides the environmental benefits in an eco friendly way i.e. Product
or service have an environmental benefit in itself or manufactured in an
environmental friendly way, it includes the products such as
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Process of manufacture

take place without causing pollution E.g.

Handmade Goods
Without any chemical or toxic or ozone-depleting substances
Recycled or produced from recycled products
Whose raw material will be Renewable
Packaging material should be decayed or recyclable
Designed to be Reusable, Repaired not to throw away
Green is a word normally refers to nature and prosperous so only the term
Green Marketing refers to the process to satisfy the human wants without
making hazardous to our nature and prosperous surrounding. The term Green
Marketing came in between of 1975. The American Marketing Association
(AMA) held the first workshop on "Ecological Marketing" that makes an
emergence of Ecological Marketing", its a first book on green marketing." At
AMA workshop ecological marketing was defined as:
"the study of the positive and negative aspects of marketing activities on
pollution, energy depletion and nonenergy resource depletion." [Henion and
Kinnear 1976b, 1]
Green marketing is a separate concept we are collapse with the public service
campaign such as water conservation, safeguard of park etc. But green
marketing is not like that, it is a marketing strategy to target the people to buy
the product that makes our environment better. But it is existing concept from
1975 but the awareness is new for most of the population. So I want to analyze
the awareness by making study on it.

OBJECTIVES
1. To find out the awareness of green marketing among the consumers
2. To analyze whether the consumers are willing to pay more for green
products.
3. To know which communication plays a important role for creating a
awareness among green products
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4. To know what relationship between genders, age, education with

awareness of green products.

HYPOTHESIS:
1. Consumers are aware about the green products.
2. Consumers are ready to overpay for green products
3. There is a direct relationship between income and willing to pay.

METHODOLOGY OF STUDY
In this research I used the both methods for collection of data they are

1. Primary Data
Under this method I collect data through Questionnaire.

2. Secondary Data
Under this method data collected through various sources like Books,
Journals, Articles, Thesis, websites etc

SAMPLE DESIGN
This study has been conducted in Tirunelveli city. The total population of the
city is 4, 70,000 approximately. The researchers have considered every type of
respondents. Due to limitations of time and cost the questionnaires were
collected through convenient sampling method. A total number of sampling was
50 were considered for the analysis
ANALYSIS AND INTERPRETATION
The analysis of the data has been done through Microsoft Excel.
Cross tabulation is done with the various variables of green marketing such as
educational qualifications, Gender and age with awareness and also done for
income and willingness to pay.
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CROSS TABULAR ANALYSIS WITH EDUCATION QUALIFICATION

AND AWARENESS ABOUT GREEN MARKETING
AWARENESS ABOUT GREEN MARKETING

YES

EDUCATIONAL
QUALIFICATION in Number

No

in %

In

TOTAL
In %

Number
ILLITERATE

37.5

62.5

SCHOOL LEVEL

40

60

10

UG

17

85

15

20

PG

10

83

17

12

TOTAL

34

16

50

From the above table, I found that UG and PG had more aware about green
marketing than illiterate and school level because they had 85 and 83
percentage had a awareness from UG and PG respectively. So this will prove
that there is a direct relationship between educational qualification and
awareness among the people.

CROSS TABULAR ANALYSIS WITH AGE AND AWARENESS

ABOUT GREEN MARKETING
AWARENESS ABOUT GREEN MARKETING

YES

AGE
in Number

No

in %

In

TOTAL
In %

Number
BELOW-20

33

67

21-30

16

73

27

22

31-40

86

14

41-50

64

36

11

ABOVE-50

75

25

TOTAL

34

16

50

From the above analysis the age group below 20 has very low awareness on
green product than others. Just 33% had awareness on green marketing and
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they dont know the term Green Product. The below 20 are not aware and
they will not notice how the products are chosen by our family. They dont know
the ways to save our environment and lack of knowledge about how they
pollute the environment.

CROSS TABULAR ANALYSIS WITH GENDER AND AWARENESS

ABOUT GREEN MARKETING

AWARENESS ABOUT GREEN MARKETING

GENDER

YES
in Number

No

in %

In

TOTAL
In %

Number
MALE

17

71

29

24

FEMALE

17

65

35

26

TOTAL

34

16

50

Above table represents the male has awareness about green marketing than
female as a male has 71% of awareness and female had 65% . Male has 6%
over than female slight gap on lack of awareness in between them. Female
population is higher than male but they have lack on the awareness and they
will purchase the product on various determining factor such as price,
discount, design, fashion. But they forget to purchase the product on the basis
of Eco friendly.
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CROSS TABULAR ANALYSIS WITH INCOME AND WILLING TO

OVERPAY

WILLINGNESS TO PAY
YES
INCOME

in Number

No

in %

In

TOTAL
In %

Number
UPTO-10000

10

83

17

12

10001-25000

75

25

25001-50000

40

60

10

ABOVE 50000

85

14

NONE OF

13

100

13

THERE
TOTAL

39

11

50

From the above analysis there is a no direct relationship between income and
willing to pay because if they have no income group such as students and
housewives are ready to overpay for the green market. The lower group income
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also ready to pay for the green product as a proof the up to 10,000 income
group has 83% are willing to overpay there had a slight lack on lower just 2%
as compared to higher income i.e. above 50,000.

FINDINGS
1. Overall 60% of the people are aware of the concept of Green Marketing.
Therefore the hypothesis stated is proved.
2. 78% of people are willing to pay more
3. There is no direct relationship between income and willing to overpay so
hypothesis stated was rejected.
4. Literate people have more awareness on Green Marketing
5. Age group below 20 have lack of knowledge in Green Marketing
6. Male has better awareness than female.
7. Television and Radio plays a important role for creating a awareness of
Green Marketing.

SUGGESTIONS AND CONCLUSION

As per my view, The Government has make some important initiatives for
Green Marketing by the following ways
Make an awareness advertisement in Television and Radio
Green Product, Green Marketing, Green Advertisement should be a part of
syllabus on Environmental Studies in School level.
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Announce an award for Best Green Initiatives in India and make them
popularize for the corporate that has use Green product and Green
marketing as competitive advantage.
Subsidy, Tax relief, Easy Sanction of Loan to the corporate who has involved
in Green Initiatives
In Women Self Employment and Training scheme, more training should give
for Green Product and Marketing.

REFERENCE
http://www.inc.com/encyclopedia/green-marketing.html
http://www.unescap.org/sites/default/files/31.%20FS-Green-Marketing.pdf
http://www.inc.com/encyclopedia/green-marketing.html
Panda Tapan, (2007) Marketing Management- Text and Cases, Indian Context,
Excel Books, New Delhi. P. 287 290.
http://e-articles.info/e/a/title/Green-Marketing/

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