Impact of Green Marketing on Acquiring New Customers: A Study on Unilever

This dissertation investigates the impact of green marketing on acquiring new customers in the context of Unilever. It covers the benefits of green marketing, its impact on the consumer goods industry, and how Unilever can implement green marketing strategies to acquire new customers.

Business Management (Top-up)
DISSERTATION
An investigation of the impact of green marketing on
acquiring new customers: A study on Unilever.

Contents
CHAPTER 1: INTRODUCTION ...................................................................................................3
Background to Research Topic....................................................................................................3
Background to Research Organisation.........................................................................................3
Research Rationale.......................................................................................................................4
Research Questions......................................................................................................................4
Research Aims and Objectives....................................................................................................5
Research Aim: .........................................................................................................................5
Research Objectives: ...............................................................................................................5
Structure of the dissertation.........................................................................................................5
LITERATURE REVIEW................................................................................................................7
What are the benefits of green marketing?..................................................................................7
What is the impact of green marketing in the consumer goods industry?...................................8
Increase number of customers by providing and satisfying with green marketing strategies.....9
How can Unilever implement green marketing strategies to acquire new customers?.............11
RESEARCH METHODOLOGY...................................................................................................13
DATA ANALYSIS........................................................................................................................17
Frequency Distribution Table....................................................................................................17
Data interpretation.....................................................................................................................19
DISCUSSION................................................................................................................................28
CONCLUSION AND RECOMMENDATIONS .........................................................................31
Recommendation.......................................................................................................................31
Conclusion.................................................................................................................................31
REFERENCES..............................................................................................................................33
APPENDIX ...................................................................................................................................35
QUESTIONNAIRE...................................................................................................................35

CHAPTER 1: INTRODUCTION
Background to Research Topic
Green marketing introduces to the practices of creating and advertising products that are
based on their actual environmental sustainability. There are certain examples of green
marketing such as advertising the reduced emissions related with a manufacturing process of
products and the use of post-consumer reprocessed materials for a packaging of products. It is
one element of a wider movement towards environmentally and socially (Chin, Chin and Wong,
2018). Therefore, green marketing is the marketing philosophy, which encourages production
and selling of eco-friendly products or services with proper protection of ecological balance. It is
also known as sustainable marketing and environmental marketing. Along with this, there are
various benefits of having green marketing in business practices that are more profits,
competitive advantages, increased market share, personal rewards and many more (Sharma,
2021). According to the American marketing, green marketing refers to the product’s marketing
that are supposed to be environmentally safe. There are various features of green products such
as originally grown, products are reusable, recyclable and biodegradable, do not harm and
pollute the environment etc.
Background to Research Organisation
Unilever is a selected organisation within a dissertation. It is a British multinational
consumer goods company (Groening, Sarkis and Zhu, 2018). This was founded in 1929 by Lever
Brothers branch: William Lever, 1st Viscount Leverhulme James Darcy Lever Margarine Unie
line: Samuel van den Bergh Johann Schicht. Company is headquartered in London, England etc.
Unilever is specialising in selling and producing food, ice cream, wellbeing vitamins,
condiments, minerals and supplements, tea, coffee, cleaning agents, water and air purifiers,
beauty products, breakfast cereal, pet food, toothpaste and personal care.

Unilever has green marketing for promoting their products to the customers. Unilever uses
competitive pricing strategy with purpose to determine the most appropriate prices of the
products or services. In contrast, the premium pricing strategy includes prices which are higher
them competitions. The Unilever has said that all its United Kingdom operations or production
will be given by 100% renewable energy once signing a deal with Eneco United Kingdom to
develop an innovative wind farm within the Scottish Highlands (Unilever’s going green for the
planet and for its business model, 2017). This goes green to save money as well as appeal to
consumers. Therefore, green marketing is important for FMCG sectors in attracting larger base
of customers within minimum period of time. This turn to helps Unilever by increasing its
profitability and also assist in attainment of competitive advantages in successful manner.
Research Rationale
Main rationale behind conducting this research is to investigate the impact of green
marketing on acquiring new customers in the context of Unilever. This research is important for
several stakeholders that are Unilever, retail industry, students and researcher (Hossain and
Khan, 2018). For retail industry, current research facilitates them in increasing number of
organisations within United Kingdom. For researcher, this research is beneficial for them by
improving their research skills, which are data collection, presentation, decision making and
many more. For students, present study helps them by enhancing their understanding about the
effectiveness of green marketing in acquiring new customers towards specific brand. For
Unilever, this investigation is essential for them by improving their knowledge as green
marketing assist them in increasing number of customers within less time period.
Research Questions
 What are the benefits of green marketing?

 What is the impact of green marketing in the consumer goods industry?
 How can Unilever implement green marketing strategies to acquire new customers?
Research Aims and Objectives
Research Aim:
Main aim of the current dissertation is to investigate the impact of green marketing on
acquiring new customers in the context of Unilever.
Research Objectives:
 To determine the benefits of green marketing strategies
 To identify the impact of green marketing in the consumer goods industry
 To learn how to increase number customers by providing and satisfying with green
marketing strategies
 To assess the ways Unilever can make the green marketing strategies more effective to
acquire new customers.
Structure of the dissertation
There are several factors that will helps in completing full dissertation systematically.
These chapters are described as below;
Chapter 1: Introduction: - This is a first chapter that includes different information such as
overview of the topic, research aim, objectives, questions, rationale and many others. All this
information facilitates in doing next activities that are literature review, methodology etc.
Chapter 2: Literature Review: - This is second chapter that assist in gathering secondary data
from various sources including books, articles, journals and many more (Jia and Wang, 2019).
Main purpose of literature review is to discern the research gap in current study.
Chapter 3: Methodology: - This chapter is effective in gathering data from different types of
methodologies. These are quantitative research, questionnaire, deductive approach,
interpretivisim philosophy etc. All these are effective methods that will help investigator in
achieving research aim and objectives.
Chapter 4: Data analysis: - This is the process of evaluating gathered data from research
analytical tool i.e. frequency distribution analysis (Nedumaran, 2020). This is going to selecting

by researcher for analysing quantitative data. Therefore, this is an essential tool within a
dissertation.
Chapter 5: Conclusion and Recommendations: - This is a last chapter that assist in concluding
information about all chapters in clear and concise way. In recommendations, some suggestions
are given for enhancing the requirements of topic.

LITERATURE REVIEW
Literature review is defined as the chapter that provides an overview of the published
work in prior times on some specific topic. The term defines to a whole scholarly paper of a
scholarly work like articles and books. Basically, this is the chapter that gathers secondary
information which clearly means piece of information that is being already published by
someone else. This section considers different types of secondary sources such as articles,
magazines, newspapers, journals, books, publications etc. In the dissertation, literature review
holds major importance because it has great piece of information required for attaining
objectives.
What are the benefits of green marketing?
According to Chin, Chin and Wong, (2018), green marketing is referred as a category of
marketing where services and products are promoted according to the different environmental
benefits. In simpler words, it is described as the marketing of eco-friendly goods that are not
harmful for the environment. The green marketing strategies help in producing products by
considering eco-friendly production procedure. Some of the green marketing strategies include:
green pricing, sustainable packaging, sustainable design etc. Some of the benefits of green
marketing strategies include:
Improves credibility: Increased and improved credibility is one of the benefits that is
gained by an organisation. An organisation always requires have an excellent image for drawing
profits for the longer time duration. Unilever has positive vision in the market as it facilitates in
attracting more number of consumers but also attracts more number of business partners who
give value to credibility. The green marketing strategies help in improving the credibility for
organisation and they are the best option to create credibility among customers as well as
business partners.
Long-term growth: Adopting various eco-friendly methods and procedures are very
expensive in the initial days but it is very useful and worth for the long term growth of company.
The strategies of green marketing are quite good for the long term success of Unilever. In the
current times, more and more number of people consider products that are eco-friendly. The
biggest benefits for the company through green marketing strategies is the increase in number of
customers.

More chances for innovation: When Unilever has chosen to adopt green marketing
strategies then company is trying to recreate production procedure and changing raw materials
with eco-friendly materials. This ultimately offers company an opportunity and a chance to
innovate their products. Along with delivering environmental benefits, company could also offer
various benefits to the customers.
More profit: The methods of eco-friendly are quite expensive and hence it is common to
increase the price of products. The customers of Unilever are always ready to pay little extra so
that they can get appropriate quality of product. This also assists in increasing the satisfaction
level of consumers as they are performing their role appropriately in protecting the environment.
Even Unilever has recorded that the initial costs of adopting green marketing methods could be
easily recovered in initial years only.
Offers competitive edge and good for the environment: Every organisation is not an
easy task to turn into eco-friendly company and change their procedures into eco-friendly
procedures. The organisation is able to gain competitive advantages over all those companies if
they opt for the procedures and methods. The last benefit related to the green marketing strategy
is that it gives satisfaction to the customers as well as company. The company is able to leave a
better place for upcoming generations.
What is the impact of green marketing in the consumer goods industry?
According to Gustavo Jr and et. al., (2021), significance of green marketing is that
becoming the world's most environmentally sensitive organisation do not help brand if people
are not aware about it. For gaining benefits of eco-friendly policies or products, there is
requirement for company to market the activities company is operating to the targeted
demographic. It has been identified that green marketing helps Unilever to adopt procedures that
help in advertising and selling of products that are not are not harmful for the environment. The
decision of adopting green marketing strategies are very beneficial for the company especially in
the consumer goods industry because it is direct connected to the customers.
There is positive impact of green marketing in the consumer good industry because it
assists in addressing environmental issues and problems. It also promotes the goods and products
of the organisation at the same time. The green marketing strategy help consumer’s goods
industry to incorporate green marketing in the initiative of corporate social responsibility. The

green marketing has helped consumer good industry to realise the requirement to behave in an
eco-friendlier fashion.
The green marketing helps consumer goods industry to attract large number of customers
towards the company because in this modern time every person wants products from those
company who are taking initiatives for protecting the environment. Everyone in this modern time
is trying to contribute directly or indirectly in saving the environment. So, when consumer goods
industry uses green marketing such as sustainable packaging they contribute in reducing the
usage of plastics. Consumers have also become more aware about decreasing the usage of plastic
packaging so they purchase their goods from those brands only who are avoiding plastic
packaging.
Another positive impact of green marketing in consumer goods industry is that they offer
a particular degree of competitive advantages to businesses. This helps in ranking products and
goods favourably among the consumers. This also aims at selling products and goods at a higher
price than the industrial norms as the customers are willing to pay more for the green products.
The increasing customer concern towards green marketing strategies makes them a very
attractive opportunity for the businesses. The industry could also design new goods and products
for capitalising consumer conscience.
The other biggest positive impact of green marketing on consumer good industry is
reducing harmful wastes. When wastes are reduced it ultimately leads to substantial cost savings.
Sometimes many companies develop symbiotic relationships where by generation of wastes by
one firm is used as cost-effective raw material by other companies. Certain companies use
different green marketing strategies for addressing costs and profits related problems and issues.
Increase number of customers by providing and satisfying with green marketing strategies
According to Harini and et. al., (2020), green marketing mean producing and selling
environment friendly goods and services in order to increase the growth and profitability of
business. Green marketing is important as society is facing lot of threats among food waste,
deforestation, plastic pollution and air pollution. It has a positive impact on the health of people
and cleanliness of environment. Green marketing helps in increasing the number of customer by
reducing negative impact of production on environment and eliminates the use of carbon
footprint. There are few green marketing strategies that must be implemented by organisation in
order to attract more and more customer towards the brand such as sustainable design, green

pricing, sustainable packaging and social responsibility. Company can attract customer by
communicating green message through advertising, promote green aspects of company, initiate
market research, focus on green production and support eco-friendly programs.
Use recycled materials is one of the way through which organisation can maximise the
customer by implementing green marketing strategies. Company must focus on using recycled
materials and reduce the consumption of virgin products. It firm uses recycled materials it
reduces processing and refining of raw materials that creates air and water pollution. The
recycled material also saves energy and minimise the greenhouse gas emissions.
Highlight Eco-Friendly practices is another method through which business can attract
more customer towards the company. If organisation implements eco-friendly practices they
usually use energy efficient office equipment’s, develop in house recycling program and
collaborates with vendors that prioritise sustainability. Customers generally prefer green
products so company must provide relevant information to audience related to practices. The
Eco-friendly products helps in giving wider choice of products and opportunity to select the best
item.
Support environmental initiatives is also a way that helps in increasing the number of
customer. Unilever must also support environmental initiative by creating some special
foundations and charities. They must support environmental initiatives by donating the funds, it
also helps in gaining trust and credibility.
Offer sustainable packaging and pipelines is other method that helps in improving the
customer base. Unilever must choose sustainable packaging in order to attract and retain people
as they prefer plastic free packaging. Organisation must focus on choosing paper packaging
made by recycled materials, consider no packaging, avoid all forms of packaging and form a
partnership with company that helps in sharing the sustainability outlook. The green marketing
strategy helps in switching single use of plastic packaging to more sustainable materials.
Develop green campaign awareness is a green marketing strategy that helps in
increasing the number of customer. Unilever must promote their company based in green efforts
by collaborating with other companies, avoiding all forms of print based marketing, social media
promotions for green awareness and press releases for supporting green causes. Through green
campaign awareness customer can get aware about their green marketing practices which also
improves the sale and profitability of business.

How can Unilever implement green marketing strategies to acquire new customers?
According to Hossain and Khan, (2018), today many businesses are switching towards
green marketing approach with the motive of minimising the carbon footprint. In this modern
time, people are interested towards buying products that are sustainable in nature. So, Unilever
has also focused on adopting different green marketing strategies such as targeting eco-friendly
suppliers, producing with sustainability in mind, using renewable resources and materials. The
best eco-friendly ways to promote and market businesses is by initiating from the roots. Unilever
adapt simple eco-friendly procedures and methods and company makes sure to inform about
their existing as well as new customers. Some of the ways to implement green marketing
strategies to acquire new customers are:
Make sure it is appropriate or right: One of the first steps included in the ways of green
marketing strategy is making sure it is right for the company or not. While forming different
green marketing strategies Unilever has to evaluate whether going green is right for their success
of business or not. If Unilever is adopting green marketing just to become part of it then they
would not be able to reap the rewards from this method. Unilever can adopt green marketing
after reflecting the pros and cons for making sure it aligns with their products and goods.
Promoting transparency internally: Green marketing initiates within the organisation.
Before convincing the world how green the Unilever is, the company has to prove it to staff,
community and suppliers. Unilever has to be transparent with itself as well as with the staff
related to workforces, supplies and materials are coming from.
Green marketing by eco-friendly events: While promoting events of Unilever, the company
makes sure that to eliminate single-use of plastics. There are organisations such as International
Standards Organisation which have implemented ISO 20121 ACT that needs organisers for
reducing its environmental effect during events.
Creating eco-friendly green marketing campaign: In this modern world, creating and
developing campaigns are very easier. Social media trends help Unilever in showcasing their
products on different platforms of social media with the information of raw materials used.
These ways are very effective in acquiring larger number of customers for the company
as they help in promoting green marketing strategies. Green marketing strategies in this modern
time holds greater importance because it facilitates in protecting environment. This ultimately
has positive effect on the satisfaction of customers because now people are concerned about the

protection of environment. All these ways attract customers to buy products from the Unilever
because they are constantly working to protect environment.

RESEARCH METHODOLOGY
Research methodology refers to the process that is followed by research for gathering and
evaluating information regarding specific topic or subject. Main aim of methodology within a
research is to facilitate investigator in data collection and evaluation. There are various types of
methodologies that defined as below;
Research philosophy: It is the set of belief that helps in identifying reality of nature. There
are three main types of philosophies such as ontology, axiology and epistemology. In this,
ontology includes constructivism, pragmatism and objectivism. Under epistemology, positivism,
interpretivisim and critical realism are main types. At last, axiology type of philosophy assists in
understanding the people opinion about the topic (Gioia, Corley and Hamilton, 2018). Therefore,
all these are main philosophies but in accordance to the existing topic, positivism is chosen type
under epistemology is selected by researcher. Main purpose of selecting positivism philosophy is
it provide valid and numerical data in minimum time period. Along with this, positivism
philosophy is a cost and time effective.
Research approach: There are two approaches of the research such as inductive and
deductive (Green, Camilli and Elmore 2021). These are essential approaches of the research in
evaluating any type of data regarding topic or subject. In this, inductive approach is useful in
evaluating qualitative data, whereas, deductive approach is essential in quantitative data
collection. Therefore, both are effective but according to the existing title, deductive approach is
used because it facilitates in evaluating numerical or quantitative data easily (Kumar, 2020).
There are various benefits of using deductive approach such as possibility to define causal
relationship between variables and concepts, not require maximum time and many others.
Research strategy: There are several strategies of research such as experimental, survey,
action research and many others. All these are main strategies but in accordance to the present
investigation, survey is a selected strategy (Mackenzie, Tan, Hoverman and Baldwin, 2019).
There are different reasons behind selecting survey strategy such as high representativeness,
precise outputs, low costs, effective statically significance etc. These are main advantages of
using survey strategy within a dissertation. These advantages facilitate in attaining research aim
and objectives in successful manner.
Research choice: There are two types of research choices such as qualitative and
quantitative(Quinlan and et. al., 2019). Both choices of the research are essential but in

accordance to the present investigation, quantitative is a selected research choice. There are
various advantages of applying quantitative research choice such as provide numerical
information, not need maximum time, helps in developing valid outcomes and many more. All
these are major benefits regarding the use of quantitative research and assist in attaining research
objectives in successful manner (Riedl, Davis and Hevner, 2020). On the other hand, qualitative
research is not essential within a dissertation because it takes maximum time and not assist in
getting valid outcomes.
Time horizon: Time horizon is one of the significant methodologies which can be used within
research in order to develop research in timely manner. Time horizon is regarded as such time
duration which is needed in order to complete the overall research in appropriate manner. This is
examined that there are various aspects which are required to be covered so that to develop
research in well-defined manner (Scotland, 2019). With the help of appropriate time horizon this
is easier for the research to attain research objectives in well-defined and significant manner.
Investigator is required to choose time-horizon in such a manner that it covers various
dimensions along with this develop research objectives in significant manner. There are two
approaches of the time horizon such as cross-sectional and longitudinal. Both approaches are
essential but in accordance with present instigation, cross-sectional is a chosen approach because
it not require maximum time and helps in getting reliable results as well. This time-horizon
would lead in covering multi-dimensions within research so that overall research can be executed
in timely and appropriate manner.
Data collection:
Data collection is defined as such process in which various steps take place such as
collection, analysis and measurement of data and for this significant techniques are used so that
to frame solid judgement. A researcher is gathering different information by utilising various
standards and tactics (Silverman, 2016). . Data collection is divided into two parts such as
primary and secondary data collection methods. As accordance with the requirement of the
current research this is being analysed that primary and secondary both of these were used so that
to develop research results.
Primary information is used to gather reliable information from direct sources so that
authentic information can be gathered. These gathered information within dissertation will
include people to the research so that to frame results appropriately. Information which is

gathered through primary sources are accurate, relevant and authentic as these are collected
directly from the source so high degree of reliability is seen. There are various methods which
can be used by researcher in terms of primary methods such as questionnaire, interview and
many other (Walliman, 2017). Questionnaire is defined as one of the significant source of data
collection as this is associated with gaining opinion from people in direct manner so that to attain
research objectives in appropriate manner.
Secondary information is collected within the dissertation by researcher in order to fulfil
research purpose and to attain research motive. Secondary information are such data which are
already been gathered by previous researchers and helps in further researches to acquire relatable
data. The major advantage of secondary information is that these are easily accessible so can be
shared within public is desired manner. There are various sources that can be used within
secondary information such as articles, journals, books, business sites and may more. These are
the sources through which researcher may gather data in order to define overall research
objectives.
Sampling: Sampling is referred as such processes in which various participants which are
available within total population. This is the process which helps in developing information
related with research in such a way that objectives can be attained in systematic manner along
with aligning with research plan. This assists in finding such way in investigation by which leads
in attaining research results in most precise manner. Sampling is defined as such technique in
which a decided number of respondents are selected which are undertaken with some
characteristics within population. Sampling is one of the impactful process which used within
investigation so that to attain research objectives in direct and indirect manner. Sampling is
divided into two types such as probability and non-probability sampling. Both of these sampling
methods are having there own characteristics of being selected. In the reference to probability
sampling equal opportunities of being selected is given to respondents so that any error and
unlawful judgements can be avoided. Besides this non-probability sampling is related with some
characteristics in which on the basis of some traits. Under this investigation, probability
sampling is chosen in order to develop the research in most efficient manner. Probability
sampling is one of the effective method as this helps in choosing respondents in random manner
without undertaking any characteristics so that level of biasness can be avoided. Under this

research 100 respondents are selected so that to gather information related with the topic in
appropriate manner.
Research instruments
Research instrument is defined as such tools which are used by researcher for the purpose
of gathering, analysing and measuring of information in order to acquire research results. These
are such tools which helps the investigator to align research results in path of research process.
Research instrument are such measurement tools which whole investigation within research is
executed so that objectives can be met in sufficient manner. With the help of these research
instruments analytical measures can be established so that research objectives can be attained.
There are different research instrument which can be used by researcher for the major
motive of developing research plans. In this manner survey and questionnaire are the major types
of research instrument which can be used by the researcher at the option in developing their
research. Under current research questionnaire is the major research instrument which is used so
that to analyse research topic in the way to attain overall objectives. With the help of
questionnaire attitude and behaviour of respondents can be analysed which assists the researcher
to develop research in well-defined manner (Wiek and Lang, 2016). Questionnaire is formed
using close-ended questions so that appropriate information can be collected so that research
objectives can be attained. Under this questions are framed in similar nature so that investigation
can be carried out in effective manner.
Research ethics
Research ethics are defined as such practice and conditions which are associated with
developing research objectives in authentic, effective and proper manner. With the help of ethic
this is analysed that barriers and risk can be eliminated. The prominent research ethics within the
current investigation level of protection is given to respondents so that to participants can
obtained higher consent. Besides this informed consent is the another ethics which is followed
within research so that to develop the research in confidential manner. On the other hand data
protection is another aspect which is used by investigator in terms of developing insight related
with research project.

DATA ANALYSIS
Frequency Distribution Table
Q1) Do you have knowledge about the concept of green marketing? Frequency
a) Yes 85
b) No 15
Q2) Do you think that it is necessary for companies to acquire large
number of customers?
Frequency
a) Yes 75
b) No 25
Q3) According to your knowledge, what are the benefits of green
marketing?
Frequency
a) Long-term growth 25
b) More profit 30
c) Improves credibility 15
d) Offers competitive edge and good for the environment 30
Q4) According to your opinion, do you think that Unilever should invest
money on different green marketing strategies?
Frequency
a) Yes 95
b) No 5
Q5) According to your experience in Unilever, what are the green
marketing strategies adopted by them?
Frequency
a) Green disposal 40
b) Green packaging 30
c) Green pricing 30
Q6) As per your gained knowledge in Unilever, do you think that green Frequency

marketing strategies help company to acquire large number of customers?
a) Yes 80
b) No 20
Q7) With the gained knowledge and experience, why do you think
Unilever requires help of green marketing strategies to promote their
products and services?
Frequency
a) For protecting the environment 18
b) For satisfying needs of customers with no harm to natural environment 32
c) Customers will to pay high prices for the product 37
d) For reducing carbon emission 13
Q8) According to you, what is the impact of green marketing in the
consumer goods industry?
Frequency
a) Positive 58
b) Negative 22
c) Neutral 20
Q9) As per your knowledge, what are the ways to increase number of
customers by providing and satisfying with green marketing strategies?
Frequency
a) Use recycled materials 28
b) Support environmental initiatives 30
c) Develop green campaign awareness 15
d) Highlight eco-friendly practices 27
Q10) As per your view, how could Unilever implement green marketing
strategies for acquiring new customers?
Frequency
a) Creating eco-friendly green marketing campaign 38
b) Promoting transparency internally 40
c) Make sure it is right or appropriate 22

Data interpretation
Question 1: Knowledge about the concept of green marketing
Q1) Do you have knowledge about the concept of green marketing? Frequency
a) Yes 85
b) No 15
a) Yes b) No
0
10
20
30
40
50
60
70
80
90
85
15
Interpretation: From the above graphical representation this is analysed that Green marketing is
one of the major aspect which is followed by various businesses in order to get succeeded within
competitive market. Green marketing is defined as the concepts and practices which are used
within business in order to promote their business in such a way that sustainability and
environment benefits can be maintained. Using green marketing tactics in environment friendly
manner products and services of an organisation is being promoted. In the above research
analysis out of 100 respondents, 85 respondents have said that they know about the basic
concepts of green marketing which could lead them to to measure such concepts around them.
On the other hand 15 have said that they are not aware about this concept.
Question 2: Necessary for companies to acquire large number of customers
Q2) Do you think that it is necessary for companies to acquire large Frequency

number of customers?
a) Yes 75
b) No 25
a) Yes b) No
0
10
20
30
40
50
60
70
80 75
25
Interpretation: From the above graph this is examined customers are treated as asset for the
organisation in which business objectives are earned by the organisation so that to develop
market presence and to acquire goodwill as well. For every organisation acquisition of customer
is the primal thing which is required to be developed by the organisation so that to meet up to
their business objectives. Out of 100 respondents 75 have said that for companies that for
companies this is required to acquire customers so that to meet business objectives. Besides this
25 have said that this is not necessary for the business to acquire range of customers for meeting
business objectives.
Question 3: Benefits of green marketing
Q3) According to your knowledge, what are the benefits of green
marketing?
Frequency
a) Long-term growth 25
b) More profit 30

c) Improves credibility 15
d) Offers competitive edge and good for the environment 30
a) Long-term growth
b) More profit
c) Improves credibility
d) Offers competitive edge and good for the environment
0
5
10
15
20
25
30
25
30
15
30
Interpretation: From the above graph this can be concluded that green marketing is one of the
useful measure which is rendered within organisation in order to develop higher environment
benefits and to develop their business as well. With the help of green marketing various benefits
can be earned by the business in which sustainable opportunities can be undertaken by them. In
the current research out of 100 respondents, 25 have said that long term growth is the major
benefit which is attained by the business while using green marketing as their strategic tool.
Besides this, 30 have said that more profits is earned by the organisation with the help of green
marketing aspects within business. On the other hand 15 have said that green marketing is
helpful for the business for improving credibility in the market. At last 30 have said that green
marketing is helpful in offering competitive edge within market environment.
Question 4: Unilever should invest money on different green marketing strategies
Q4) According to your opinion, do you think that Unilever should invest
money on different green marketing strategies?
Frequency
a) Yes 95

b) No 5
a) Yes b) No
0
10
20
30
40
50
60
70
80
90
100
95
5
Interpretation: From the above graph this is analysed that green marketing are regarded as such
strategies in which businesses are required to invest so that to develop their business and to attain
business objectives as well. This is analysed that there are various terminology which are
adopted by the business for dealing with the market trends and green marketing is one of the
significant terminology which can be used by the business for meeting up their objectives and to
compete with market trend as well. In this research out of 100 respondents, 95 have said that
green marketing is such investment which is required to be developed by the business. Besides
this 5 have said that this is not significant for the business to invest in green marketing strategies.
Question 5: Green marketing strategies adopted by Unilever
Q5) According to your experience in Unilever, what are the green
marketing strategies adopted by them?
Frequency
a) Green disposal 40
b) Green packaging 30
c) Green pricing 30

a) Green disposal b) Green packaging c) Green pricing
0
5
10
15
20
25
30
35
40
40
30 30
Interpretation: From the above graph this can be analysed that there are several green
marketing strategies which can be used by the business in order to develop their business and
attain sustainability. Under this research, out of 100 respondents, 40 have said that green disposal
is the major strategy which can be used by the business under green marketing. Besides this 30
have said that green packaging is the green marketing strategy which can be used by the business
for developing sustainability. At last 30 have said that green pricing is the major green pricing
strategy which can be used by the business. In this manner it can be said that these are the
strategy which are associated with developing the business in sustainable manner.
Question 6: Green marketing strategies help company to acquire large number of customers
Q6) As per your gained knowledge in Unilever, do you think that green
marketing strategies help company to acquire large number of customers?
Frequency
a) Yes 80
b) No 20

a) Yes b) No
0
10
20
30
40
50
60
70
80
80
20
Interpretation: From the above graph this can be concluded that green marketing strategies are
helpful for the business to develop the business and to acquire higher range of customers in
appropriate manner. Under this research, out of 100 respondents 80 have said that with the help
of green marketing strategies large number of customers can be attracted. On the other hand 20
have said that green marketing practices are not helping the organisation to develop the business
and to acquire higher range of customers. This is examined that there are various reasons for
which green marketing and practices related to the same are adopted by the business and at the
same time acquisition of customers are main into this which leads the business to become more
sustainable and to prove their long edged benefits.
Question 7: Unilever requires help of green marketing strategies to promote their products
and services
Q7) With the gained knowledge and experience, why do you think
Unilever requires help of green marketing strategies to promote their
products and services?
Frequency
a) For protecting the environment 18
b) For satisfying needs of customers with no harm to natural environment 32
c) Customers will to pay high prices for the product 37

d) For reducing carbon emission 13
0
10
20
30
40
18
32 37
13
Interpretation: As per the above shown graph, it is analysed that for the collection of
information there are total 100 respondents. 18 respondents have answered that Unilever requires
green marketing strategies for promoting their products and services because they help in
protecting the environment. The other 32 respondents have answered that satisfying needs of
customers with no harm to natural environment is another strategy because for company
customers are one of the most important components because they are the people who buy
products when company green marketing to promote products and services. Another 37
participants have answered that customers would pay high prices for the product because they
are the people who are ready to pay high prices for purchasing products. The remaining 13
respondents have said that reducing carbon emission is another way because customers are
always attracted to the company that assist in reducing carbon emission.
Question 8: Impact of green marketing in the consumer goods industry
Q8) According to you, what is the impact of green marketing in the
consumer goods industry?
Frequency
a) Positive 58

b) Negative 22
c) Neutral 20
a) Positive b) Negative c) Neutral
0
10
20
30
40
50
60
58
22 20
Interpretation: From the collected data, it is interpreted that 58 respondents have
answered that there is positive impact of green marketing in the consumer goods industry
because it helps in attracting large number of customers sustainably. The positive impact shows
that company could easily produce their products in an environment manner. The other 22
respondents have answered that there is negative impact of green marketing in the consumer
goods industry because it reduces the production capacity in more faster manner. The remaining
20 participants have said that there is neutral relationship of green marketing in the consumer
goods industry because it it does not make any losses or profit for the company.
Question 9: Ways to increase number of customers by providing and satisfying with green
marketing strategies
Q9) As per your knowledge, what are the ways to increase number of
customers by providing and satisfying with green marketing strategies?
Frequency
a) Use recycled materials 28
b) Support environmental initiatives 30

c) Develop green campaign awareness 15
d) Highlight eco-friendly practices 27
a) Use recycled materials
b) Support environmental initiatives
c) Develop green campaign awareness
d) Highlight eco-friendly practices
0
5
10
15
20
25
30 28
30
15
27
Interpretation: As per the collected piece of information it is analysed that there are total
100 respondents out of them 28 respondents have answered that using recycled materials is one
of the ways for increasing number of customers by providing and satisfying with green
marketing strategies. When company uses recycled material it could save up the resources that
are limited as well as do not pollute the environment by making the same material again and
again. Customers are also more inclined towards those companies that are adopting the processes
to use recycled materials for their production. The other 30 respondents have answered that
supporting environmental initiatives is another way to increase number of customers because
when companies support environment it attract large number of customers. The other 15
respondents have said that developing green campaign awareness is best way to attract customers
because campaign approach large number of customers. The remaining 27 respondents have said
that highlighting eco-friendly practices is other way because these practices help in conducting
processes in sustainable manner.
Question 10: Unilever implement green marketing strategies for acquiring new customers
Q10) As per your view, how could Unilever implement green marketing Frequency

strategies for acquiring new customers?
a) Creating eco-friendly green marketing campaign 38
b) Promoting transparency internally 40
c) Make sure it is right or appropriate 22
a) Creating eco-friendly green marketing campaign
b) Promoting transparency internally
c) Make sure it is right or appropriate
0
10
20
30
40
38 40
22
Interpretation: From the above gathered piece of information, it is interpreted that there
are total 100 respondents out of which 38 respondents have answered that creating eco-friendly
green marketing campaign is the way through which Unilever could implement green marketing
strategies to acquire new customers because this assist in catching and grabbing attention of the
customers. The other 40 participants have answered that promoting transparency internally is
another way in which procedures and processes could be completed in sustainable manner. This
helps in attracting large number of customers because they want products from companies that
are transparent internally. The remaining 22 respondents have answered that making sure that
green marketing strategies is right or not because this assists in attracting large number of
customers in shorter period of time.
DISCUSSION
Benefits of green marketing

As per the gathered information in the chapter of literature review that green marketing is
defined as category of marketing where products and services are promoted as per the various
benefits related to environment. It is referred as marketing and promoting eco-friendly products
and goods that are not harmful for the environment. The strategies of green marketing assist in
producing goods by focusing on eco-friendly procedure for production. There are many eco-
friendly strategies that include: sustainable design, green packaging, sustainable packaging etc.
There are different benefits of green marketing that include: long-term growth, more chances for
innovation, offers competitive edge and good for the environment etc (Kasliwal and Agarwal,
2019). One of the benefits of green marketing is improves credibility in which an organisation
could easily improve the brand image and this ultimately assists in drawing larger profits. This
also assists in increasing the credibility among business partners as well as customers. The other
benefit of green marketing is long-term growth and this helps in attracting large number of
customers. When large number of customers are engaged it ultimately engages company for
long-term growth.
Impact of green marketing in the consumer goods industry
With the above gathered piece of information in literature review it is determined that
green marketing is important. It is being identified that green marketing assists company for
adopting processes that assist in selling and advertisement of products that do not harm the
environment. It is being understood that there is positive impact of green marketing in the
consumer good industry because it facilitates in addressing environmental problems and issues.
The strategies of green marketing assist goods industry of consumers to start green marketing in
the corporate social responsibility's initiative (Lam and Li, 2019). The other positive effect of
green marketing in consumer products industry is that they could provide certain degree of
competitive advantages to other businesses. This facilitates in selling goods and services at high
prices than the industrial rules as consumers are interested to pay high prices for the green
products. The increased concern among customers related to green products and goods provide
opportunity for businesses to grow. Hence, it could be said that there is high positive impact of
green marketing strategies especially on consumer goods industry because it assists in decreasing
the usage of harmful products.
Increasing number of customers by providing and satisfying with green marketing strategies

As per the collected data in secondary sources it is being determined that green marketing
refers to the procedure in which company sells and produces services and products that are eco-
friendly. This assists companies to increase the profitability as well as growth level (Vijai and
Anitha, 2020). Green marketing is significant because in general society faces a lot of threats
such as deforestation, pollution because of plastic, deforestation etc. Increasing usage of green
marketing products helps in creating positive impact on the health of individuals and also assist
in keeping environment clean. In simpler words, green marketing facilitates in decreasing the
negative impact of production from environment and also assists in reducing the usage of carbon
footprint. There are many strategies that help in increasing the number of customers such as
usage of recycled materials, supporting environmental initiatives, offering sustainable pipelines
and packaging, developing green campaign awareness etc (Zhang and et. al., 2021). One of the
ways is usage of recycled materials that could help companies to maximise the number of
customers. When company uses recycled materials it decreases refining and processing of raw
materials. Recycled materials help in saving energy as well as minimising greenhouse gas
emissions.
Ways Unilever can make the green marketing strategies more effective to acquire new customers
With above collected piece of information it is analysed that many businesses have
switched to green marketing approaches with the purpose of decreasing carbon footprint. In the
current modern time customers are more motivated and interested to buy products and goods that
are sustainable (Wang and Kuah, 2018). The company Unilever assists in focusing various green
marketing strategies like renewable material, renewable resources, eco-friendly suppliers etc.
The best eco-friendly procedure is promoting and marketing businesses by starting from the
roots. One of the ways could include is promoting transparency internally as in this company
could prove it to their staff, suppliers and community that it is essential to keep the world green.
Another way is creating eco-friendly green marketing campaign such as social media as this
assists in showcasing the goods and products on different platforms. This assists in providing
information in detailed manner and helps in acquiring large number of customers.

CONCLUSION AND RECOMMENDATIONS
Recommendation
Green marketing is the going concern for every organization. Unilever as biggest
consumer good producing company can use different strategy to produce environmental friendly
goods. They can produce those goods which can be recycle or reuse . Unilever can package their
product in such a way that the bottle of product can be reuse they can adopt strategy where they
are providing some percent of discount if customer gives back the bottle for reuse. They can also
start packaging their product in paper or can use bamboo so that they can minimize the use of
plastic. By adopting this they can protect land as decomposition can be done easily . Unilever
can also invest in digital platform for marketing. Social media marketing is a platform where
marketing of product is done online, so by doing this they can minimise the use of paper which
in other hand helps in forestation as deforestation activity will reduce. Unilever can also
highlight it's company as a eco friendly company. Unilever can also make it logo a green logo
which indicate that company is manufacturing environment friendly product. By adopting this
strategy they can catch the eye of customers, stakeholders, employees etc. Unilever can also
support activities which work protection of environment. Company can also start selling
sustainable product to promote it's business. This could be done by producing paper bags for
delivering goods. Company can also adopt strategy were they are providing batches to their
employee were go green can be written , which helps their employee and customer that their
main focus is on green marketing. Unilever can also train their employee the benefit of green
marketing so that production of goods can be done keeping in mind the idea of green marketing.
Conclusion
From the above collected information it is being summarised that green marketing is one of the
best ways for companies to protect the environment. Green marketing is the concept of
marketing in which products are promoted in such a manner that it could create no or very less
negative impact on environment. Company could use different types of green marketing
strategies such green packaging, green pricing etc. There are many ways that could be adopted
by company for promoting their products in sustainable manner such as using recycled materials,
supporting environmental initiatives etc. The current research has gathered numerical
information because this type of data is more accurate and valid. Primary and secondary piece of

information is more effective, valid and efficient to attain aim and objectives in defined period of
time.

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Online
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Through: <https://www.power-technology.com/comment/commentunilevers-going-
green-for-the-planet-and-for-its-business-model-5826263/>

APPENDIX
QUESTIONNAIRE
Q1) Do you have knowledge about the concept of green marketing?
a) Yes
b) No
Q2) Do you think that it is necessary for companies to acquire large number of customers?
a) Yes
b) No
Q3) According to your knowledge, what are the benefits of green marketing?
a) Long-term growth
b) More profit
c) Improves credibility
d) Offers competitive edge and good for the environment
Q4) According to your opinion, do you think that Unilever should invest money on different
green marketing strategies?
a) Yes
b) No
Q5) According to your experience in Unilever, what are the green marketing strategies adopted
by them?
a) Green disposal
b) Green packaging
c) Green pricing
Q6) As per your gained knowledge in Unilever, do you think that green marketing strategies
help company to acquire large number of customers?
a) Yes
b) No
Q7) With the gained knowledge and experience, why do you think Unilever requires help of
green marketing strategies to promote their products and services?
a) For protecting the environment
b) For satisfying needs of customers with no harm to natural environment

c) Customers will to pay high prices for the product
d) For reducing carbon emission
Q8) According to you, what is the impact of green marketing in the consumer goods industry?
a) Positive
b) Negative
c) Neutral
Q9) As per your knowledge, what are the ways to increase number of customers by providing
and satisfying with green marketing strategies?
a) Use recycled materials
b) Support environmental initiatives
c) Develop green campaign awareness
d) Highlight eco-friendly practices
Q10) As per your view, how could Unilever implement green marketing strategies for acquiring
new customers?
a) Creating eco-friendly green marketing campaign
b) Promoting transparency internally
c) Make sure it is right or appropriate