IMR JAN 2013 - Indira Institutes

Green Marketing6) HCL TechnologiesThis IT major may be considered as the iconof Indian green initiatives, thanks to the "gogreen" steps taken in solving the problem oftoxics and e-waste in the electronics industry.HCL is committed to phasing out thehazardous vinyl plastic and BrominatedFlame Retardants from its products and hascalled for a Restriction on HazardousSubstances (RoHS) legislation in India.7) Oil and Natural Gas Company (ONGCIndia's largest oil producer, ONGC, is all set tolead the list of top 10 green Indian companieswith energy-efficient, green crematoriumsthat will soon replace the traditional woodenpyre across the country. ONGC's MokshadaGreen Cremation initiative will save 60 to70% of wood and a fourth of the burning timeper cremation.8) Indus Ind BankGreen banking has been catching up asamong the top Indian green initiatives eversince Indus Ind opened the country's firstsolar-powered ATM and pioneered an ecosavvychange in the Indian banking sector.The bank is planning for more such initiativesin addressing the challenges of climatechange.9) IDEA CellularOne of the best Indian companies, IDEA,paints India green with its national 'UseMobile, Save Paper' campaign. The companyhad organized Green Pledge campaigns atIndian cities where thousands came forwardand pledged to save paper and trees. IDEA hasalso set up bus shelters with potted plantsand tendril climbers to convey the greenmessage.10) Hero Honda MotorsHero Honda is one of the largest two-wheelermanufacturers in India and an equallyresponsible top green firm in India. Thecompany's philosophy of continuousinnovation in green products and solutionshas played a key role in striking the rightbalance between business, mankind andnature.Objectives of the study:1) The study seeks to explore the factorswhich influence the consumer attitude andbehavior towards green practices in India.2) It also seeks to uncover different areas ofconcern like the awareness level amongconsumers regarding the concept of greenmarketing, their views regarding differentfactors governing it like availability of ecofriendly substitutes in place of plastic.Hypothesis Development on the basis ofLiterature review:H0-Consumers are not aware regarding theconcept of green marketing.Consumers are not willing to switch to ecofriendlymaterials.Consumers are not willing to pay extra for ecofriendly material.H1 -Consumers are aware regarding the conceptof green marketing.Consumers are willing to switch to ecofriendlymaterials.Consumers are willing to pay extra for ecofriendly material.22 Indira Management Review - Jan 2013