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A

RESEARCH PROJECT REPORT


ON
“A STUDY OF GREEN MARKETING AND ITS IMPACT
ON CONSUMER’S BUYING BEHAVIOUR”

Submitted for the award of Master of Business Administration


(MBA)
Dr. APJ Abdul Kalam Technical University Uttar Pradesh,
Lucknow

Submitted By:
“PIYUSH TYAGI”
MBA IV Semester
“1502970065”

Under the guidance of


“Mr. Amit Arora”
(Assistant Professor)
Year 2016-17

KRISHNA INSTITUTE OF ENGINEERING AND TECHNOLOGY


(KIET Department of MBA)
13 KM Stone, Ghaziabad - Meerut Road, Ghaziabad – 201206
(U.P.)
CERTIFICATE OF THE GUIDE

Mentor / Guide Name : Mr. Amit Arora

Designation: (Assistant Professor)

This is certificate that the research report “A Study of Green Marketing and Its Impact on
Consumer’s Buying Behaviour” has been prepaid by Piyush Tyagi under my supervision and
guidance, for the fulfillment of Master in Business Administration. His filed work is satisfactory.

Date:

Signature of Guide
ACKNOWLEDGEMENT

It is really a great pleasure to have this opportunity to describe the feeling of

gratitude imprisoned in the core of my heart.

I convey my sincere gratitude to Dr. K.R. Chaturvedi for giving me the

opportunity to prepare my project work on “A Study of Green Marketing and

Its Impact on Consumer’s Buying Behaviour” I am thankful to Mr. Amit

Arora (Assistant Professor) for his guidance during my project work and sparing

her/his valuable time for the same. I express my sincere obligation and thanks to

all the faculties of KIET Department of Management Studies for their valuable

advice in guiding me at every stage in bringing out this report.

I am also thankful to my family for their kind co-operation which made my take

easy.

PIYUSH TYAGI
DECLARTION

I, Piyush Tyagi, student of MBA at KIET GROUP OF INSTITUTE Ghaziabad, and batch
of 2016-2017 do hereby solemnly declare that this dissertation is an original work of mine and
has not been submitted to any other institute/University towards any other degree/diploma.

PIYUSH TYAGI

ROLL NO.1502970065
Executive Summary

As a part of our study curriculum it is necessary to conduct a project. It provides us an

opportunity to understand the particular topic in depth and which leads to through to that topic.

My topic for the project is titled as “A STUDY OF GREEN MARKETING AND ITS

IMPACT ON CONSUMER’S BUYING BEHAVIOUR”” in which emphasis given to

the impacts of green marketing in the buying behaviour of consumers. To start with we gave

brief information regarding GREEN MARKETING then moving to the main topic we

explained what is topic is all about. Green marketing is one of the most effective tools of

marketing today and same way sales it is also used as one of the elements of promotion.

With respect to consumer oriented green marketing there are certain theories narrated. Based on

secondary source certain theoretical aspects are also included as a part of study. Then after

concentration is given to the primary research. It includes the analysis and results of survey

which was focuses on consumer’s behaviour towards green marketing campaign. The survey is

conducted with the help of structured questionnaire.

At last conclusion of report, findings and suggestions is be given based on study of secondary

source as well as primary research.


S.NO. TABLE OF CONTENTS Page No.

1 Introduction 1

2 Top 10 Companies That Paint India Green 10

3 Objectives of study 31

4 Importance of Research 33

5 Hypothesis 35

6 Literature Review 37

7 Research Methodology 43

8 Finding and analysis 46

9 Conclusion 62

10 Suggestion 70

11 Limitation 74

12 Bibliography 80

13 Annexure 82-88

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