EXECUTIVE SUMMARY

The report examines the potential of the green marketing by investigating customer behaviour.

This study focuses on the green products as they are the upcoming in India and more likely to

establish a standard business model. It shows that customers are willing to express their concern

for social and environmental issues through their shopping habits. Firstly, it provides a picture on

how customers perceive Green marketing strategy, ethics and communication, the awareness

level of general consumers about green products/green marketing, motivating factors and barriers

for green marketing. Secondly, it explores manufacturers’ opportunity in adopting green

marketing strategy the willingness of consumer to pay premium price for green products

In order to achieve these objectives, a quantitative market research was carried out. A

questionnaire was administered to 151 people aged from 20 to 60 years old. The survey was

conducted among random shoppers in an attempt to understand barriers and levers of green

consumerism and communication. It was designed to figure out whether or not a difference

between customer attitude and customer behaviour exists. In addition, the questionnaire involved

an analysis of the demographic profiles information about respondents and motivating factors for

buying green products.

The study reveals that the green and ethical market is gaining momentum. It shows a major

difference in awareness levels among genders that partly reflects level of involvement in green

consumerism. It confirms that customer behaviour is driven by self-interest rather than ethics.

The findings also show that many barriers to green consumerism remain in terms of

environmental image and product. The research confirmed that more focus is needed to educate
consumers. It sets out consumer needs for transparent and objective information on green

product manufacturers` or green brands` environmental strategy and communication.

The results can also apply to external bodies. In terms of implications for governmental bodies,

the research shows that citizens are highly judgmental and expect governmental actions to be

taken. Manufacturers too need to be aware of customer want for further information on green

products. Initiatives coming from manufacturers to help customers make an informed choice are

welcome. To finish, consumers need to be aware that they are fully part of the market, therefore

confronted with the same threats and opportunities in the market like manufacturers and retailers.