GREEN MARKETING.

GREEN MARKETING

Table of Contents
1.0 Introduction................................................................................................................................4
1.1 Background of the research...................................................................................................4
1.2 Aims and objectives...............................................................................................................5
1.3 Research hypothesis...............................................................................................................5
1.4 Problem statement.................................................................................................................6
1.5 Structure of the Paper............................................................................................................6
2.0 Literature review........................................................................................................................8
2.1 Factors influencing organizations to implement green marketing........................................8
2.2 Reasons encouraging consumers to purchase more green product or services.....................9
2.3 Impact of green marketing on a global context...................................................................10
2.4 Benefits and challenges brands of green marketing plans...................................................11
2.5 Recommendations................................................................................................................12
3.0 Research methodology.............................................................................................................14
3.1 Research philosophy............................................................................................................14
3.2 Research approach...............................................................................................................14
3.3 Datatype...............................................................................................................................15
3.4 Data Collection....................................................................................................................15
3.5 Data analysis........................................................................................................................16
4.0 Findings and analysis...............................................................................................................17
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4.1 Secondary data analysis.......................................................................................................17
5.0 Conclusion...............................................................................................................................21
5.1 Research limitation..............................................................................................................22
5.2 Scope of the study................................................................................................................22
References......................................................................................................................................23
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1.0 Introduction
1.1 Background of the research
Green marketing signifies to the method of selling products and services on the basis of their
environmental benefits. Such kinds of products are either by itself environment-friendly or are
produced in such a way to benefit the ecology. In the opinion of Ahuja and Ahuja (2015), green
marketing is usually practised by the organizations showing strong commitment towards
corporate social responsibilities and sustainable developments. In a similar manner, a number of
firms are attempting to incorporate sustainable business practices after identifying its benefits
like reduction of unnecessary expense and also seeking more attention of the consumers. Alex
and Mathew (2018) mentioned that companies are effectively recognizing the fact that strong
indulgent towards corporate social responsibilities can fetch in increasing brand loyalty amongst
potential consumers. Hence, green marketing would be the best suitable option for brands to
serve the purpose. Moreover, the certain assumption of green marketing is that the prospective
target segment observes or judge a product based on their benefits and the eco-friendly
ingredients. A survey conducted by Nielsen Global in 2014 on Corporate Social responsibility,
shows that 30000 consumers of 60 nations prefer sustainable purchasing option ("DOING
WELL BY DOING GOOD", 2015). The survey outcome also highlights that that 55% of
consumers are willing to pay extra from the product and service lines of the companies showing
strong commitment towards positive environmental and social impact. In the past six months,
52% of the consumers have made at least one purchase from companies inclined towards heavy
social activities ("DOING WELL BY DOING GOOD", 2015). Additionally, 52% of the
consumers thoroughly check their quality of packaging to ensure a sustainable impact on the
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environment. The present project is a dissertation that attempts to evaluate the concept of green
marketing. On the very onset, the topic would be introduced by framing its aims and objectives
followed by secondary evaluation in the literature review section. Methodologies would be
discussed in the latter half of the project. Based on which final conclusion would be derived.
1.2 Aims and objectives
The aim of the research is to evaluate the impact of green marketing on consumers’ purchasing
option. The study would also focus on the benefits and challenges organizations are facing with
their green marketing approaches.
The research objectives are:
 To identify the factors influencing organizations to implement green marketing within its
operations
 To recognize the reasons encouraging consumers to purchase more green product or
services.
 To analyze the impact of green marketing on a global context
 To evaluate the benefits and challenges brands are witnessing with the green marketing
plans
 To recommend suitable initiatives that can facilitate the organization to overcome
challenges faced with their green marketing actions
1.3 Research hypothesis
H0: Green marketing is benefiting business to boost their productivity
H1: Green marketing is not benefiting business to boost their productivity
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1.4 Problem statement
While the concept of green marketing is rising significantly as growing numbers of prospects are
eager to support their ecological consciousnesses with individual earnings, it can also turn
dangerous for the brands. As per Ali and Ahmad (2016), the population of almost every nation
tends to be cynical of the green claims to initiate with and organizations can acutely spoil their
brand images and sales figures if their green claim is revealed to be contradicted or false. Hence,
brands need to be sincere with their approach of placing green claim before their products and
service lines to seek the customers' genuine attention.
1.5 Structure of the Paper
Sections/ Chapters Details
Chapter 1: Introduction At the very outset of the study, the researcher provides a brief
introduction to the topic followed by a concise discussion on the
background of the research. In addition, the research objectives
have also been set here along with the research hypothesis which
will be evaluated by the researcher in the subsequent parts of the
research.
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