Pacific B usiness R eview I nternational
A Refereed Monthly International Journal of Management Indexed With THOMSON REUTERS(ESCI)
|
Dr. Uma M.H. Professor Alliance School of Business Alliance University, Bengaluru |
Ms. Varsha P.S. Asst. Professor Alliance School of Business Alliance University, Bengaluru |
Environmental Marketing has recently emerged as one of the most important marketing techniques in the present Global Business Environment. It is a holistic marketing concept and is perceived as a promotional tool in order to build the trust of the customers.
The planet is facing a severe threat of sustainability due to increasing environmental pollution and degradation, and global warming as a result of energy crisis and greenhouse gas emissions. This phenomenon is being realized by everyone with the frequent occurrence of natural disasters. The society is more concerned with natural environment and hence the organizations have begun to modify their businesses to address the societies these new concerns. Marketing, being the major concern in business, should catch such a phenomenon as an opportunity and use environmental marketing campaign to address the environmental issues. If the firm wants to be in green business and green marketing, the first and the foremost thing is to make sure that the consumer is aware about environmental issues that the product (green product) attempts to address. It should also make sure that customers are delighted with the product and its value added benefits.
Key words: Environmental Marketing, Sustainability, Green Products, Consumer preference, Environmental pollution.
Environmental Marketing is an opportunity for any business to do the right thing and be rewarded for it. Trends suggest that businesses that don’t identify as ecologically friendly or local in the next decade will risk being labeled as out of date. Environmental marketing is also about creating that niche where it may not have existed before.
In recent years, the issue of environmental sustainability has become a concern for consumers, profit and not-for-profit organizations, governments and non-government organizations (Jamian & Tih 2016; Varadarajan 2014).
Green marketing strategy adopts a proactive approach to waste management and recycling (Marketing Week, November 29, 2007).The conventional marketing process is not specifically concerned or bothered about environmental safety. The contemporary green marketing concept, on the other hand, analyses ecological sustainability of the product. It emphasizes on the formulation of marketing strategies in conformation with environmental safety or protection. Green marketing focuses on how to accomplish marketing of green products in an efficient and profitable views (Mitchell and Saren, 2008; Kilbourne, 1998; Meriläinen et al., 2000; Ählström et al., 2009).Attention is primarily devoted to understanding who the green consumers are and how they perceive sustainability issues (e.g. Baker et al., 2004; Burke et al., 1993;Dickson, 2005; McDonald and Oates, 2006; McEachern and McClean, 2002; Rowlands et al., 2003; Thompson et al., 2010).Green marketing constitutes all the 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 (Polonsky, 1994). It concerns about the efforts of an organization in designing, promoting, pricing and distributing products that will not harm the environment (Pride and Ferrell, 1993).
Sustainable development implies development that meets the needs of the present without compromising the ability of future generations to meet their own needs (World Commission on Environment and Development, 1987). Sustainable Development signifies the need to integrate social, economic and ecological considerations while decision making by designing policies that conserve the quality of the environment. Green marketing also aims at environmental protection as the end product. Over a period of time, green marketing has been recognized as one of the most important business strategies to achieve sustainable development. There has been considerable growth in the market for sustainable and socially responsible products and services in the recent past.
The Theory of Planned Behaviour (TPB) typically overlooks the emotional component in cognitive decision processing, however when the model is applied to Environmental Marketing, there seems to be an emotional component evident at each level of the three determinants of intended behavior.
Attitude, subjective norms and perceived behavioural control are the differential pathways to behavioural intention outlined by the TPB. Behavioural intention is the key causal antecedent of actual behavior.
What is Environmental Marketing?
Environmental marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced in an environmentally friendly way, being manufactured in a sustainable fashion.
Environmental Marketing incorporates a wide range of activities such as Green production, products, product design, packaging, modified advertising, etc. aimed at reducing negative impact of products, production process, consumption and their disposal on environment.
Environmental Marketing is under spotlight and has become a global issue. As society becomes more concerned with the natural environment, firms start to modify business behaviour in an attempt to address the environment among consumers. Some firms responded favourably to concepts such as Environment Management System (EMS) and Green Marketing. These firms have integrated environmental concepts into their business activities. With Environmental marketing firms get bottom line incentives and top line growth possibilities. Companies that develop Green products and services achieve access to new markets and substantially increase profits and hence enjoy competitive advantage. As business activities are the causes for many environmental problems, Green business has been recognized as vital for the creation of an ecologically sustainable economy.
There is a radical change in the Consumer preferences and life styles, which has led to the shift in traditional way of marketing to Environmental Marketing. To protect the consumers from false green product claims and to assist the companies with the consistent and uniform ways to promote the products as green products and their green attributes, some organizations in USA, Canada and Australia enabled federal laws and guidelines aimed at regulating the use of Green Marketing terms. On the same lines in the India, we have FTC endorsement guides. Various regulation of the government, recently passed, to protect the consumers at the society at large led to the adoption of what is called Green marketing as a compulsion rather than choice.
Green marketing in India is a relatively new concept. Urban consumer awareness about green products is on the rise; however, green initiatives have yet to reach the masses (Shrikanth & Raju, 2012). There are very few companies using ‘green features’ for differentiating and promoting their brands, e.g., Idea Cellular, Nokia, and IBM (Sharma & Bagoria, 2012).
A key challenge identified by executives is deciding how to articulate the value of green innovations to consumers (PricewaterhouseCoopers 2012). Recent Federal Trade Commission (FTC) guidelines were designed to deter deceptive environmental claims (FTC 2012); yet communicating effective environmental claims remains elusive.
Sustainable development will require adoption of green marketing practices by companies in order to ensure marketing efforts that are environmentally sustain- able. In fact, sustainable development can be considered as a dependent variable of green marketing, since it focuses on undertaking all marketing activities while protecting the environment (Kinoti, 2011). Thus, adoption of green marketing practices by organizations has a pivotal role in achieving sustainable development.
Many companies are using green technologies and processes in order to reduce environmental waste. The government has set up initiatives to ensure that firms do not manufacture harmful products (Mishra & Sharma, 2010).
Even after extensive promotional efforts from companies, Indian consumers’ understanding of terms like ‘recyclable’, ‘earth friendly’, and ‘organic’ is poor. Mishra and Sharma (2010) state that green marketing is likely to become popular given that firms and the government focus on green initiatives. Domestic firms like Tata Motors, Tripura Natural Gas Company Limited, and Wipro Infotech are taking up green initiatives (Mishra & Sharma, 2010).
Peattie and Peattie (2009) argue that green marketing has been ineffective and claim that ‘Creating meaningful progress towards sustainability requires more radical solutions than just the development of new products and product substitutions amongst consumers’.
Lee (2008) characterizes the development of green marketing as encompassing three stages: introduction in the ’80s, the consumer backlash of the ’90s, and a third stage that commenced with the new millennium. She argues that increasing environmental concerns, technological innovation, and stricter regulation have created a new momentum that will move eco-friendly business into the mainstream.
The current marketplace reveals a mounting emphasis on environmental sustainability, and firms are increasingly seeking ways to respond (e.g., Banerjee, Iyer, and Kashyap 2003; Grinstein and Nisan 2009).
The role of the marketing process in economic activity is well recognized, as it contributes to stimulate consumption to satisfy human needs and wants. However, the critical role of marketing in human development will only be appreciated when, through green marketing, it meets the needs of the present without compromising the ability of future generations to meet their own needs (Polonsky et al., 1997).
Green marketing is most frequently associated with the greening of the different aspects of traditional marketing. This generally involves the production of "green" products for sale to "green" consumers who are admonished to recycle the waste from their consumption. They fall considerably short of what would be considered truly green marketing since they are primarily managerial strategies to increase sales and only secondarily green. Since they are typically referred to as "green" marketing however, it is useful to adopt Dobson's (1990) strategy of differentiating between green with a little "g" signifying managerial approaches and truly Green with a large "G" that considers the larger issue of sustainability.
The Theory of Planned Behaviour (TPB) (Azjen 1991) developed from the Theory of Reasoned Action (Ajzen&Fishbein 1975) and is a widely accepted action model implemented in social psychology as a framework for understanding, predicting and changing behaviour (Azjen 2011).
Objectives
1. To examine the level of awareness about the concept of environmental marketing with the people,
2. To understand the need, importance and the challenges of environmental marketing,
3. To find out the initiatives taken by the Indian companies for environmental marketing in their core businesses,
4. To know the contribution of the government towards the environmental marketing in the interest of sustainability,
5. To find out how the Environmental marketing can help improve sustainability.
Hypothesis
H0: There is no need of Environmental Marketing for Sustainability.
H1: There is a need of Environmental Marketing for Sustainability.
H0: The Indian Companies have not taken any initiatives on Environmental Marketing.
H1: The Indian Companies have taken some initiatives on Environmental Marketing
Research Methodology
In order to meet research objectives, a structured questionnaire was developed based on the objectives. This research is descriptive in nature. Survey method is being followed using structured questionnaire to collect the primary data.
Sampling Method: Simple Random Sampling is used. Sample Size chosen is 120 where as 100 are valid responses. Likert scale varying from Very Low(1) to Very High(5) is used data analysis. The data is collected from the respondents of different companies. S.P.S.S. 20 .0 is used as a research tool for data analysis. An effort made to collect the data from various public and private companies belonging to different industries. Study area covers both manufacturing and service sectors.
Cronbach alpha coefficients is used to test the scale reliability. Analysis of data can be done through Mean, t- test and chi-square test, Correlation and regression analysis. Factor Analysis has been used to understand the respondent’s opinion on Environment Marketing.
Our Conceptual Model
Data Analysis
Variables
In this study, environment marketing is the independent variable and sustainability is the dependent variable.
Reliability Test:
1. Cronbach's Alpha = .848 ( Reliability)
|
Reliability Statistics |
||
|
Cronbach's Alpha |
Cronbach's Alpha Based on Standardized Items |
N of Items |
|
.848 |
.848 |
18 |
Frequency Table
|
Gender |
|||||
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Male |
77 |
77.0 |
77.0 |
77.0 |
|
Female |
23 |
23.0 |
23.0 |
100.0 |
|
|
Total |
100 |
100.0 |
100.0 |
||
|
Age |
|||||
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
20-30 |
49 |
49.0 |
49.0 |
49.0 |
|
31-40 |
33 |
33.0 |
33.0 |
82.0 |
|
|
41-50 |
17 |
17.0 |
17.0 |
99.0 |
|
|
above 50 |
1 |
1.0 |
1.0 |
100.0 |
|
|
Total |
100 |
100.0 |
100.0 |
||
|
Qualification |
|||||
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
UG |
8 |
8.0 |
8.0 |
8.0 |
|
GRADUATE |
36 |
36.0 |
36.0 |
44.0 |
|
|
POST GRADUATE |
54 |
54.0 |
54.0 |
98.0 |
|
|
OTHERS |
2 |
2.0 |
2.0 |
100.0 |
|
|
Total |
100 |
100.0 |
100.0 |
||
|
Gender |
Age |
Qualification |
||
|
N |
Valid |
100 |
100 |
100 |
|
Missing |
0 |
0 |
0 |
|
|
Mean |
1.23 |
1.70 |
||
|
Median |
1.00 |
2.00 |
||
|
Mode |
1 |
1 |
||
|
Std. Deviation |
.423 |
.785 |
||
|
Percentiles |
25 |
1.00 |
1.00 |
|
|
50 |
1.00 |
2.00 |
||
|
75 |
1.00 |
2.00 |
||
|
100 |
2.00 |
4.00 |
||
Factor Analysis
Correlation is significant = 1, level (2-tailed) test .Hence there is a Strong significance value correlated relationship between dependent (Sustainability) and independent variable (Environment marketing). The value lies >1 to 0.05 is always strongly correlated.
|
1.How would you describe your level of awareness about green products? |
2a.Awareness of benefits of green products for health |
2b.Awareness of benefits of green products for environment |
||
|
Correlation |
1. How would you describe your level of awareness about green products? |
1.000 |
.541 |
.484 |
|
2a.Awareness of benefits of green products for health |
.541 |
1.000 |
.686 |
|
|
2b.Awareness of benefits of green products for environment |
.484 |
.686 |
1.000 |
|
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
.469 |
.398 |
.333 |
|
|
3.How would you describe your level of awareness about the Green Marketing? |
.305 |
.333 |
.093 |
|
|
4. Your belief in the concept of Environmental marketing |
.388 |
.331 |
.271 |
|
|
5. How do you describe your support to the environment by following green marketing strategies? |
.311 |
.416 |
.294 |
|
|
6. ‘Eco-labels created by companies catch consumer eyes soon’. How do you agree? |
.325 |
.271 |
.195 |
|
|
Correlation Matrixa |
||||
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
3.How would you describe your level of awareness about the Green Marketing? |
4. Your belief in the concept of Environmental marketing |
||
|
Correlation |
1. How would you describe your level of awareness about green products? |
.469 |
.305 |
.388 |
|
2a.Awareness of benefits of green products for health |
.398 |
.333 |
.331 |
|
|
2b.Awareness of benefits of green products for environment |
.333 |
.093 |
.271 |
|
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
1.000 |
.552 |
.384 |
|
|
3.How would you describe your level of awareness about the Green Marketing? |
.552 |
1.000 |
.460 |
|
|
4. Your belief in the concept of Environmental marketing |
.384 |
.460 |
1.000 |
|
|
5. How do you describe your support to the environment by following green marketing strategies? |
.250 |
.445 |
.359 |
|
|
6. ‘Eco-labels created by companies catch consumer eyes soon’. How do you agree? |
.272 |
.407 |
.115 |
|
|
Correlation Matrixa |
||||
|
5. How do you describe your support to the environment by following green marketing strategies? |
6. ‘Eco-labels created by companies catch consumer eyes soon’. How do you agree? |
8.How would you describe in your opinion that Environmental Marketing is more effective than regular marketing techniques |
||
|
Correlation |
1.How would you describe your level of awareness about green products? |
.311 |
.325 |
.264 |
|
2a.Awareness of benefits of green products for health |
.416 |
.271 |
.244 |
|
|
2b.Awareness of benefits of green products for environment |
.294 |
.195 |
.065 |
|
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
.250 |
.272 |
.159 |
|
|
3.How would you describe your level of awareness about the Green Marketing? |
.445 |
.407 |
.212 |
|
|
4. Your belief in the concept of Environmental marketing |
.359 |
.115 |
.434 |
|
|
5. How do you describe your support to the environment by following green marketing strategies? |
1.000 |
.492 |
.368 |
|
|
6. ‘Eco-labels created by companies catch consumer eyes soon’. How do you agree? |
.492 |
1.000 |
.200 |
|
|
Component |
Initial Eigenvalues |
Extraction Sums of Squared Loadings |
|||
|
Total |
% of Variance |
Cumulative % |
Total |
% of Variance |
|
|
1 |
5.653 |
28.265 |
28.265 |
5.653 |
28.265 |
|
2 |
3.156 |
15.779 |
44.044 |
3.156 |
15.779 |
|
3 |
1.757 |
8.784 |
52.828 |
1.757 |
8.784 |
|
4 |
1.315 |
6.574 |
59.402 |
1.315 |
6.574 |
|
5 |
1.209 |
6.046 |
65.449 |
1.209 |
6.046 |
|
6 |
1.124 |
5.620 |
71.069 |
1.124 |
5.620 |
|
Total Variance Explained |
|
|
Component |
Extraction Sums of Squared Loadings |
|
Cumulative % |
|
|
1 |
28.265 |
|
2 |
44.044 |
|
3 |
52.828 |
|
4 |
59.402 |
|
5 |
65.449 |
|
6 |
71.069 |
This screen plot shows that the first six factors account for most of the total variability in data (given by the eigen values). The eigen values for the first six factors are all greater than 1.The remaining factors account for a very small proportion of the variability and are likely unimportant .
Regression Analysis
The model summary box tells us the correlation b/w the data. The value of R is .838tells us that how much co-relation exists b/w the data. The value of Square R is .701 and Adjusted Square R 0.644 tells us the effect on Sustainability (Dependent variable), if any variable is added or deleted in the Environment Marketing (Independent variable).
|
Coefficientsa |
|||
|
Model |
Sig. |
||
|
1 |
(Constant) |
.019 |
|
|
1.How would you describe your level of awareness about green products? |
.581 |
||
|
2a.Awareness of benefits of green products for health |
.422 |
||
|
2b.Awareness of benefits of green products for environment |
.022 |
||
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
.002 |
||
|
3. How would you describe your level of awareness about the Green Marketing? |
.000 |
||
|
4. Your belief in the concept of Environmental marketing |
.000 |
||
|
5. How do you describe your support to the environment by following green marketing strategies? |
.000 |
||
|
6. ‘Eco-labels created by companies catch consumer eyes soon’. How do you agree? |
.000 |
||
|
8.How would you describe in your opinion that Environmental Marketing is more effective than regular marketing techniques |
.000 |
||
|
Model Summaryb |
||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
|
1 |
.838a |
.701 |
.644 |
.477 |
|
ANOVAa |
||||||
|
Model |
Sum of Squares |
df |
Mean Square |
F |
Sig. |
|
|
1 |
Regression |
44.411 |
16 |
2.776 |
12.190 |
.000b |
|
Residual |
18.899 |
83 |
.228 |
|||
|
Total |
63.310 |
99 |
||||
|
Coefficientsa |
|||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
||
|
B |
Std. Error |
Beta |
|||
|
1 |
(Constant) |
1.260 |
.529 |
2.383 |
|
|
1.How would you describe your level of awareness about green products? |
-.049 |
.088 |
-.050 |
-.555 |
|
|
2a.Awareness of benefits of green products for health |
.084 |
.105 |
.081 |
.807 |
|
|
2b.Awareness of benefits of green products for environment |
-.257 |
.111 |
-.249 |
-2.329 |
|
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
-.288 |
.092 |
-.338 |
-3.145 |
|
|
3.How would you describe your level of awareness about the Green Marketing? |
-.603 |
.115 |
-.646 |
-5.241 |
|
|
4. Your belief in the concept of Environmental marketing |
.594 |
.093 |
.598 |
6.417 |
|
|
5. How do you describe your support to the environment by following green marketing strategies? |
.299 |
.079 |
.322 |
3.768 |
|
|
6. ‘Eco-labels created by companies catch consumer eyes soon’. How do you agree? |
.435 |
.085 |
.474 |
5.115 |
|
|
8.How would you describe in your opinion that Environmental Marketing is more effective than regular marketing techniques |
-.505 |
.092 |
-.550 |
-5.518 |
|
|
Coefficientsa |
|||
|
Model |
Sig. |
||
|
1 |
(Constant) |
.019 |
|
|
1.How would you describe your level of awareness about green products? |
.581 |
||
|
2a.Awareness of benefits of green products for health |
.422 |
||
|
2b.Awareness of benefits of green products for environment |
.022 |
||
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
.002 |
||
|
3.How would you describe your level of awareness about the Green Marketing? |
.000 |
||
|
4. Your belief in the concept of Environmental marketing |
.000 |
||
|
5. How do you describe your support to the environment by following green marketing strategies? |
.000 |
||
|
6. ‘Eco-labels created by companies catch consumer eyes soon’. How do you agree? |
.000 |
||
|
8.How would you describe in your opinion that Environmental Marketing is more effective than regular marketing techniques |
.000 |
||
|
Coefficientsa |
|||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
||
|
B |
Std. Error |
Beta |
|||
|
1 |
9. ‘Environmental marketing is much more challenging than regular marketing practices’. How do you rate? |
.256 |
.072 |
.253 |
3.566 |
|
11. How do you describe the level of acceptance by the consumers about environmental marketing techniques? |
-.225 |
.092 |
-.235 |
-2.436 |
|
|
14. How do you describe your awareness about the companies’ initiatives in the area of environmental marketing? |
.436 |
.113 |
.442 |
3.858 |
|
|
16. How is your opinion on ‘Environmental marketing can improve the credibility of the companies’ business? |
-.425 |
.129 |
-.358 |
-3.299 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.304 |
.107 |
.255 |
2.836 |
|
|
19. Environmental marketing will bring as much profit as it did before. How do you agree? |
.391 |
.096 |
.414 |
4.088 |
|
|
20.How would Environmental marketing impact on your business in the long run? |
.198 |
.110 |
.154 |
1.805 |
|
|
Coefficientsa |
|||
|
Model |
Sig. |
||
|
1 |
9. ‘Environmental marketing is much more challenging than regular marketing practices’. How do you rate? |
.001 |
|
|
11. How do you describe the level of acceptance by the consumers about environmental marketing techniques? |
.017 |
||
|
14. How do you describe your awareness about the companies’ initiatives in the area of environmental marketing? |
.000 |
||
|
16. How is your opinion on ‘Environmental marketing can improve the credibility of the companies’ business? |
.001 |
||
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.006 |
||
|
19. Environmental marketing will bring as much profit as it did before. How do you agree? |
.000 |
||
|
20.How would Environmental marketing impact on your business in the long run? |
.075 |
||
|
Residuals Statisticsa |
|||||
|
Minimum |
Maximum |
Mean |
Std. Deviation |
N |
|
|
Predicted Value |
.84 |
5.28 |
4.13 |
.670 |
100 |
|
Residual |
-1.454 |
.775 |
.000 |
.437 |
100 |
|
Std. Predicted Value |
-4.919 |
1.723 |
.000 |
1.000 |
100 |
|
Std. Residual |
-3.047 |
1.623 |
.000 |
.916 |
100 |
|
Model Summaryf |
||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
|
1 |
.484a |
.235 |
.227 |
.703 |
|
2 |
.562b |
.315 |
.301 |
.668 |
|
3 |
.618c |
.382 |
.362 |
.639 |
|
4 |
.655d |
.429 |
.404 |
.617 |
|
5 |
.690e |
.476 |
.448 |
.594 |
|
ANOVAa |
||||||
|
Model |
Sum of Squares |
df |
Mean Square |
F |
Sig. |
|
|
1 |
Regression |
14.847 |
1 |
14.847 |
30.023 |
.000b |
|
Residual |
48.463 |
98 |
.495 |
|||
|
Total |
63.310 |
99 |
||||
|
2 |
Regression |
19.965 |
2 |
9.983 |
22.340 |
.000c |
|
Residual |
43.345 |
97 |
.447 |
|||
|
Total |
63.310 |
99 |
||||
|
3 |
Regression |
24.166 |
3 |
8.055 |
19.756 |
.000d |
|
Residual |
39.144 |
96 |
.408 |
|||
|
Total |
63.310 |
99 |
||||
|
4 |
Regression |
27.131 |
4 |
6.783 |
17.811 |
.000e |
|
Residual |
36.179 |
95 |
.381 |
|||
|
Total |
63.310 |
99 |
||||
|
5 |
Regression |
30.151 |
5 |
6.030 |
17.095 |
.000f |
|
Residual |
33.159 |
94 |
.353 |
|||
|
Total |
63.310 |
99 |
||||
|
Coefficientsa |
|||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
||
|
B |
Std. Error |
Beta |
|||
|
1 |
(Constant) |
1.943 |
.405 |
4.794 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.577 |
.105 |
.484 |
5.479 |
|
|
2 |
(Constant) |
2.643 |
.437 |
6.045 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.579 |
.100 |
.486 |
5.781 |
|
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
-.242 |
.072 |
-.284 |
-3.384 |
|
|
3 |
(Constant) |
2.277 |
.433 |
5.257 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.459 |
.103 |
.385 |
4.464 |
|
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
-.340 |
.075 |
-.399 |
-4.542 |
|
|
4. Your belief in the concept of Environmental marketing |
.298 |
.093 |
.300 |
3.210 |
|
|
4 |
(Constant) |
1.623 |
.480 |
3.384 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.360 |
.105 |
.302 |
3.413 |
|
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
-.317 |
.073 |
-.372 |
-4.359 |
|
|
Coefficientsa |
|||
|
Model |
Sig. |
||
|
1 |
(Constant) |
.000 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.000 |
||
|
2 |
(Constant) |
.000 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.000 |
||
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
.001 |
||
|
3 |
(Constant) |
.000 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.000 |
||
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
.000 |
||
|
4. Your belief in the concept of Environmental marketing |
.002 |
||
|
4 |
(Constant) |
.001 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.001 |
||
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
.000 |
||
|
Coefficientsa |
|||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
||
|
B |
Std. Error |
Beta |
|||
|
4 |
4. Your belief in the concept of Environmental marketing |
.315 |
.090 |
.317 |
3.502 |
|
9. ‘Environmental marketing is much more challenging than regular marketing practices’. How do you rate? |
.235 |
.084 |
.233 |
2.790 |
|
|
5 |
(Constant) |
1.171 |
.487 |
2.405 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.275 |
.105 |
.231 |
2.605 |
|
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
-.376 |
.073 |
-.441 |
-5.161 |
|
|
4. Your belief in the concept of Environmental marketing |
.338 |
.087 |
.340 |
3.891 |
|
|
9. ‘Environmental marketing is much more challenging than regular marketing practices’. How do you rate? |
.261 |
.081 |
.258 |
3.202 |
|
|
6. ‘Eco-labels created by companies catch consumer eyes soon’. How do you agree? |
.217 |
.074 |
.236 |
2.926 |
|
|
Coefficientsa |
|||
|
Model |
Sig. |
||
|
4 |
4. Your belief in the concept of Environmental marketing |
.001 |
|
|
9. ‘Environmental marketing is much more challenging than regular marketing practices’. How do you rate? |
.006 |
||
|
5 |
(Constant) |
.018 |
|
|
18. How would you describe that the practice of Environmental marketing will enhance the customer loyalty? |
.011 |
||
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
.000 |
||
|
4. Your belief in the concept of Environmental marketing |
.000 |
||
|
9. ‘Environmental marketing is much more challenging than regular marketing practices’. How do you rate? |
.002 |
||
|
6. ‘Eco-labels created by companies catch consumer eyes soon’. How do you agree? |
.004 |
||
|
Residuals Statisticsa |
|||||
|
Minimum |
Maximum |
Mean |
Std. Deviation |
N |
|
|
Predicted Value |
1.35 |
5.39 |
4.13 |
.552 |
100 |
|
Residual |
-1.487 |
.933 |
.000 |
.579 |
100 |
|
Std. Predicted Value |
-5.036 |
2.289 |
.000 |
1.000 |
100 |
|
Std. Residual |
-2.504 |
1.570 |
.000 |
.974 |
100 |
Hypothesis Testing
From the ANOVA table, we check the significant value at 95% confidence level and we found that the value is less than 0.05.Hence we can conclude that Sustainability (Dependent Variable) is dependent on the Environment Marketing (Independent Variable).
The co-efficient box tells us that which Environment Marketing (Independent variable) is significantly effecting on Sustainability (Dependent variable).Here the value of Annova,
p =0.036which is p <0.05, hence there is significant association with the Environment Marketing(Independent Variable) and Sustainability(Dependent Variable) and the model that is formed is
Dependent variable = (constant value of b) + (b value of Independent variable)* (Independent variable)y= a + bx
|
ANOVAa |
||||||
|
Model |
Sum of Squares |
df |
Mean Square |
F |
Sig. |
|
|
1 |
Regression |
44.411 |
16 |
2.776 |
12.190 |
.000b |
|
Residual |
18.899 |
83 |
.228 |
|||
|
Total |
63.310 |
99 |
||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
|
1 |
.838a |
.701 |
.644 |
.477 |
Chi Square Test
|
Chi-Square Tests |
|||
|
Value |
df |
Asymp. Sig. (2-sided) |
|
|
Pearson Chi-Square |
11.690a |
12 |
.471 |
|
Likelihood Ratio |
15.538 |
12 |
.213 |
|
Linear-by-Linear Association |
1.320 |
1 |
.251 |
|
N of Valid Cases |
100 |
||
The "case processing summary" box tells us the number of valid cases and missing cases. However there is no missing cases found in our result. The "percentages" box tells us about the relationship between the Independent (Environment Marketing) and Dependent variables (Sustainability) i.e. the trends that are established b/w the two variables.
As the significant value is less than 0.5, we accept the hypothesis that there is significant relationship between the between the Independent (Environment Marketing) and Dependent variables (Sustainability) at 95% confidence level. In this Research found that the hypothesis that there is significant relationship b/w the variables at 90% confidence level.
Here the value of the contingency co-efficient is .875 which is nearing 1, there exists strong correlation between the variable Environment Marketing and Sustainability, which means, if the value lies between 0.5 and 1, and there is strong correlation.
"Lambda" tells us about the reduction of error. If the value is 0.18, it implies that there is 18% of reduction of error in the data. Lower the reduction of error, it proves that the Pearson Chi-square is correct.
|
Chi-Square Tests |
|||
|
Value |
df |
Asymp. Sig. (2-sided) |
|
|
Pearson Chi-Square |
17.711a |
9 |
.039 |
|
Likelihood Ratio |
22.106 |
9 |
.009 |
|
Linear-by-Linear Association |
.0875 |
1 |
.768 |
|
N of Valid Cases |
100 |
||
Correlation
|
Correlations |
||||
|
1. How would you describe your level of awareness about green products? |
2a.Awareness of benefits of green products for health |
2b.Awareness of benefits of green products for environment |
||
|
1.How would you describe your level of awareness about green products? |
Pearson Correlation |
1 |
.541** |
.484** |
|
Sig. (2-tailed) |
.000 |
.000 |
||
|
N |
100 |
100 |
100 |
|
|
2a.Awareness of benefits of green products for health |
Pearson Correlation |
.541** |
1 |
.686** |
|
Sig. (2-tailed) |
.000 |
.000 |
||
|
N |
100 |
100 |
100 |
|
|
2b.Awareness of benefits of green products for environment |
Pearson Correlation |
.484** |
.686** |
1 |
|
Sig. (2-tailed) |
.000 |
.000 |
||
|
N |
100 |
100 |
100 |
|
|
2c.Awareness of various symbols / certificates/ other identifiers which declare product as green product |
Pearson Correlation |
.469** |
.398** |
.333** |
|
Sig. (2-tailed) |
.000 |
.000 |
.001 |
|
|
N |
100 |
100 |
100 |
|
|
3.How would you describe your level of awareness about the Green Marketing? |
Pearson Correlation |
.305** |
.333** |
.093 |
|
Sig. (2-tailed) |
.002 |
.001 |
.356 |
|
|
N |
100 |
100 |
100 |
|
|
4. Your belief in the concept of Environmental marketing |
Pearson Correlation |
.388** |
.331** |
.271** |
|
Sig. (2-tailed) |
.000 |
.001 |
.006 |
|
|
N |
100 |
100 |
100 |
|
|
5. How do you describe your support to the environment by following green marketing strategies? |
Pearson Correlation |
.311** |
.416** |
.294** |
|
Sig. (2-tailed) |
.002 |
.000 |
.003 |
|
|
N |
100 |
100 |
100 |
|
|
6. ‘Eco-labels created by companies catch consumer eyes soon’. How do you agree? |
Pearson Correlation |
.325** |
.271** |
.195 |
From the co relation box, we check the value of Pearson co relation. The value towards 1 is assume to be strongly co related and if the value lies below 0.5, we assume that their exist mild or moderate co relation. After the Pearson co relation we check the significant value, if the significance value is < 0.5, hence there is Pearson co-relation is highly significance.
Environmental marketing has become necessary to save the world / planet from environmental pollution. From marketing point of view , it is not only necessary to satisfy the consumer needs but also to produce and supply the goods and services according to the choice of the consumer with all the environmental concerns and to maintain sustainability . The business firms should also be benefited by selling the green products.
The consumer needs to be made more aware about the merits of Environmental products as it is still a new concept. The consumer should be aware of the initiatives taken by the companies about the attributes and the use of green products, and hence the demand such products and be ready to pay a little more to maintain greener and cleaner surroundings. As the green products and their production have to be achieved through the complete Supply chain. The firms should work constantly to find out and access the green material and methods of green production that are commercially viable.
There is a Strong significance value correlated relationship between dependent (Sustainability) and independent variable (Environment marketing). There is a significant association of Sustainability (DV) with Environment Marketing (IV) .Hypothesis Testing proves that there is a need of Environment Marketing to reach Sustainability.
Findings
There was cent percent response from the industry to the research. The results are derived from present study suggest that a statistically significant and direct correlation exists between variables Environment Marketing (Independent Variable) and Sustainability (Dependent Variable). The null hypothesis (H0) was rejected and hence there is a significant need for Environment Marketing towards Sustainability.
Further results suggest that a statistically significant and direct correlation exists between variables Environment Marketing (Independent Variable) and Government. Hence the null hypothesis (H0) was rejected and the results found that the Government is taking initiatives on Environment Marketing significantly.
Implications
Managing environmental safety issue is highly challenging, time consuming and expensive. Companies need to follow and abide by the laws on environmental safety that have made companies liable to any wrongdoings. These laws cover areas such as, harmful pollution, managing of hazardous materials. Government support can be utilized by Business towards Ecological sustainability.
Green Marketing begins with ‘green design’. For ecologically sustainable products to be successful, green branding attributes have to be efficiently communicated. Companies that do green advertisement that tend to portray an image of environmental friendliness, influences their customer purchase decisions. It has greater impact on Consumer Satisfaction leading to their Empowerment.
There is further scope for study through Phenemalogical research to explore the experiences of Environmental businesses and marketers.
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