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ASt udy On The Cus t omers rs Per c ept i onLe v el T owar dsGr eenCar s ‟
Dr .R.P.Shar ma,Ms.Namr mr at aMa Maheshwar i As si s t antPr of es sor ,I ndi anI ns t i t ut eofFor ei gnTr ade,Kol k at a Vi s i t i n gF ac ul t y ,Go en kaCo l l e geo fCo mm.&B. mm A. ,Ko l k at a r ps har ma@i i f t . ac . i n, nam mr r at ama maheshwar i 23@g @ gma mai l . com Abs t r a c t :En v i r o n me me n t a l i s mh a sf a s te me me r g eda sawo r l d wi d ep h en o me me n on .T o d a y ma n ys e c t o r sh a v ea c c e pt e dt h ei rr e s p on s i b i l i t yt ot a k eg r e en i n i t i a t i v e sf o rp r o t e c t i n gt h ep l a ne t .Th ea ut o mo mo bi l ec o mp mp an i e sa r ea l s o mo v i n gt o wa r d ssa v i n gt h ee nv i r o nme ntt h r o ug h Gr e en Ca r s .Th eg r e en t e c hn ol o gyi nc a ri sa n ew t r e ndb uti st h eo nl yo pt i o nt os a v ee nv i r o nme ntf r o mh ea v yp ol l u t i o n.Th ou ghi nWe s t e r nc ou nt r i e s ,Gr e enc a ri sa h ug e s u cc es sb utf o rI n di a nma r k e ti ti si nt h en as c en ts t a ge .T hep ur p os eo ft h i spa pe ri st of o cu so ni n v es t i g at i n gt h ea wa r e ne ssl e v ela ndt h ep er c ep t i o no f c us t o me me r st o wa r d sen v i r o nme ntf r i e nd l yp r a c t i c esofa ut o mo mo bi l e si nI n di a .Me as ur i n gt h el e v elo fa wa r e ne sso fc us t o me me r sh asbe enofg r e a ti mp or t a nc e t ot h e ma r k e t e r sa st h e yn ee dt ob ea rt h eg r e a t e s tr e s p on s i b i l i t yt o ma k et h ec o n s ume r su n de r s t a nd t h en e ed f o ra nd b en e fi t so fe c of r i e nd l y a u t o mo mo b i l e sasc o mp mp ar e dt ono ng r e e no ne san dmo t i v a t et h em t op a ymo mo r et oma ma i n t a i nac l e an e ra n dg r e e ne re n v i r o n me me n t .
I nt r oduct i on:
beha v ei n an en vi r onment f r i en dl y wa y s( Pi et er s , 1989; Ol a n de ra ndT ho ge r s e n , 1 99 5 )
Wo r l d wi d ec o n c er n ab o utt h e Gr e en Ho us e eff e c t , en vi r onment al pol l ut i on,andgl ob alwar mi n ghasl edt ot he Gr e enI ni t i a t i v esofAut omobi l eSe ct or : d ev e l o pme nto fas er i e sofs t a nd ar d san dc amp ai g nsi nt h e a ut o mo mo bi l ei n d us t r y ,wh i c hi sc o n s i d e r e dt ob e a ma j o r I n di a nA ut o mo mo bi l ei n du s t r yi so neo ft h emo s tp r o mi mi s i n ga n d c o nt r i b ut o rt ot h es epr o bl e ms ms .I ti swi d el yc e r t i fi e dt h atc a r b oo mi mi n gs e c t o rb uta tt h ej u nc t u r ewi t ht h er i s i n gc o nc e r n s usager esul t edi nabr oadr angeofai remi mi ssi onst hatcause r egar di ng cl i mat e and t he pol l cl i mat e change,smog,gr een house gases,and human t he f ut ur e oft hi si ndust r y .I nr ecentdecades,many di seases .I n or dert o combatenv i r onme ment ali ss ues t he aut omo mobi l ecompani eshaveemb mbar kedongr eent echnol ogy i ndus t r yi s adopt i ng gr een i ni t i at i v es t ogai nc ompet i t i v ei nt er ms adv ant ageofi nt he“ Gr eengl obal Car s” Agr een. cari sav ehi cl et hati sc onsi der edt obe mar ke t .Sev er al f amo mousaut omo mobi l ema manuf act ur er ss uchas env i r onme ment al l ysaf eandhav el essofadama magi ngi mpact Toy ot a,Vol ks wagen ( VW) ,Honda,For d,Mahi ndr a& ont heenvi r onme mentt hatconv ent i onalcar sasi tconsumes Mahi ndr a,GM,Hi ndust anMo Mot or sandM Ma ar ut i ar ei ncl ose l e s sp e t r o l e um o ru s e sr e ne wa bl ee ne r g ys o u r c e st of u eli t s c o mp mp e t i t i o n wi t he a c ho t h eri np r o du c i n gg r e e nc a r s . engi ne.Ther ear eanum mb berofgr eencar savai l abl et oday I ndi a sl ar gestcarpr oducerMar ut i SuzukiI ndi al t d. ,asa s u c ha se l e c t r i cc a r s ,h y b r i dc a r sa nd h y dr o ge nc a r s . p ar to fi t sc o r p or a t es o c i a lr e s po ns i b i l i t yh asd el i v e r e dt h e Al t e r n at i v ef u elv e hi c l e so rg r e enc a r sc a np ot e nt i a l l yma k e e c of r i e nd l yh y br i dc a r s .T o y ot as Pr i u si st h el e ad ero f a ni mp or t a ntc o n t r i b ut i o nt og r e en t h ee c o no my my .Th us , g r e enc a rma r k e t ,r e s ta r eMi t s u b i s h ii -e l e c t r i cc a r gr een sol ut i ons and envi r onm me ent alpr ot ect i on r i ses as escapeandhybr i dvehi cl es,HondaCi vi c&Accor dcar s, s t nec es si t yi nt he21 c en t u r yr e al mo ft h ee r a .T od ay ,ma ny Ch ev r o l e ts ts Ci v i c c ar , Ni s s an s l e af , Vo l k s wa cor por at e hav e st ar t ed r eal i zi ng t hatt hey shoul d be Hybr i dcar set c. Rev amot or shasal sopr omo mot edREVAe n v i r o nme ntf r i e n dl ya nda r ef o c u s i n go nc l e an ers o l u t i o ns I n di a e l e c t r i cc a r , Ho n da .Fo r Ci v i c t ovehi cl esusedi never ydayl i f ef r om aut os,bi kest ocar s. examp mpl e, Honda has been pr oact i ve i n acqui r i ng “ Gr een” i s sel dom mr i di ngdet er mi nant t heofpr oduct over or envi r onme ment almanageme mentI SO 14001cer t i ficat i onf ori t s b r a ndc h o i c eb utj u s ta no t h erb e ne fi to ra t t r i b ut et h ata d ds p r o d uc t i o n a nd o t h er f a c i l i t i e s . Ho nd a h a s Gr e e n v a l u e, u s ua l l ya „ f e el p r o du c t g oo d f a c t o r Pu r c h as i n gGu i d el i n es , t ot h ea nd i swo r k i n go v er a l l wi t h i t s s u pp l i e r st o ( Wongetal ,1996)Si t uat i onsi nwhi cht wopr oduct sar e maxi mi zepr ocur eme mentofmat er i al sandpar t swi t hmi mi ni mal per cei ved as equalon al laspect sexceptt hatone i s envi r onme ment ali mpact .GoodGr eenDeal erCer t i ficat i oni s super i ori ni t senvi r onm me ent alper f or mance,envi r onme ment al awar ded t o deal er st hatc omp mpl y wi t h envi r onme ment al benefitmay det er mi ne consume merpr ef er ence and choi ce r egul at i onsandBestGr eenDeal ercer t i ficat i oni sawar ded ( Kar dash,1974;Ot t man,1992)Consum me er smaybewi l l i ng t odeal er st hathavei mpr ovedt hei renvi r onme ment alpr act i ces. t opur chaseenvi r onme mentf r i endl ypr oduct sbutar ef aced These ar e some gr een i ni t i at i vest aken y r enowned wi t hc on s t r a i n t so rc o n fl i c t st h atc r e at ea r e s i s t a nc et o a u t o mo mo bi l ec o mp mp an i e sa l lo v e rt h e wo r l d .Ho we v e r , adopt i ng pr oenvi r onme ment al behavi or . For exampl e, adopt i on ofgr een t echnol ogi es as wel las mar ket i ng c o n s ume r sm ma a ywa ntt ob ee n v i r o nme nt a l l yr e s p on s i b l eb ut s t r a t e gyi nI n di a nau t o mo mo bi l ei n du s t r yi si nana s c e nts t a ge . s t i l lwa ntt o ma i n t a i nt h ei re x i s t i n gl i f es t y l e( Sc h wa r t z , Th es a l eo fg r e enc a r si sa l s od ec r e as i n gd ayb yd a y .Th e 1990;McDani el andRyl ander ,1993) .Theyma maynot be i mpor t antr easonf ort hatar et heawar enes sl ev el andt he pr epar ed t o sacr i fice conveni ence ( Si mon,1992;St er n per cept i onofaut omo mobi l ec ust ome mer si nI ndi a.Thi sr esear ch 1 99 9) ,a c c e ptl o we rpe r f o r ma nc el e v e l so r p ay a p r i c e wi l lh el pi ni d en t i f y i n gt h ef a c t o r so rt h eb ar r i e r si nt a k i n g ‟
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p r e mi mi u m( Pe at t i e ,1 99 9) .Ba s edonAz e n st h eo r y p ur c h as e de c i s i o n( 1 98 8) o f g r e en c ar s o f a mo mo ngc us t o me me r s .p l a nn ed b eh a v i o rc o n s ume rs rs o n me me nt a l e n v i r p ur c h a s i n g i n t e nt i o nsa ndbe ha v i o rma yb ei n fl ue nc e db yanu mb mb ero f ‟
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f ac t or s ,s uc hast hei ndi v i dualsk no wl edgeandmot i v at i on,t heabi l i t yt oper f or mt hebeha vi orandoppor t uni t yt o ‟
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p ur c h a s e d e c i s i o n of an aut omobi l e. Th e s t udy i s Th es t u dy s e ek st oe x p l o r et h ef a c t o r s wh i c hi n fl u en c et h e ment i oni ng t hese cust omerawar eness and per cept i on t owar ds gr een car s.The v ar i abl esal s owhi c h obj ec t i v esoft hes t udyar e: w i l l r e l a t e t h e h ec u s t o me r sont h eb as i soft h ei ra wa r e ne s s 1. Tosegmentt awar enes s and a ndc o nc er nf o rt h ee nv i r o nme nt . per c ept i on l e vel sof h ec u st o me r so nt h eb as i so ft h ei rwi l l i n gn es s 2. Tosegmentt t he aut omobi l e t op ur c ha seg r e enc ar s . cus t omer s . The oi nv es t i gat et hef ac t or st hati sr es t r i c t i ngt hec us t omer st o 3. T r andom sa mpl i ng t ak epur c has ede ci s i onofg r e encar s . wasusedt ochoose t h er e sp on de nt s .I t Scopeoft hest udy: c o nc l u de s wi t ht h e Th es t u dyf o cu s est oun de r s t a ndl e v elo fa wa r e ne sso fc us t o me r s sugges t i ons f or aboute nv i r onment f r i endl yi ni t i at i v es ofa ut omobi l ec ompani es i mp r o v i n gt h eg r e en a nd t h ei rp er c e pt i o ns t o wa r db uy i n gt h eg r e en v e hi c l e s .Th e f r a me w o r k i n t h e s e pr esent st udy has been conduct ed cover i ng r espondent s of compani es t o meet Kol k at ac i t y .The s t udyi sl i mi t ed t o ec of r i endl yc ar sonl y .The t he unt apped s t u dyma ybehe l p f u lt ot h ea ut o mo bi l ec omp an i e s ,ma r k e t e r sa nd c u s t o me r p ot e nt i a l r e t a i l e r st owo r ko utag oo dg r e enma r k e t i n gc amp ai g nf o rt h ei r and aut omobi l e p r o du c t s , af t e ru nd er s t a nd i n g t h e l e v e l of awa r e n es sa n d pl a yer s . p er c e pt i o no fc o ns u me r so n g r e en i n i t i a t i v e so fa ut o mo bi l e
Resear chObj ect i ves:
compani es.
Met hodol ogy:
Anal ysi sand Fi ndi ngs :
Th ea nal y s i so ft h e The st udy i s based on t he r esponse col l ect ed i nf or m of st udy f ocus es on q ue s t i o nn ai r e sf r o m2 0 0r e s p on de n t sa ge db e t we en2 0 5 0y e a r s me as u r i n gt h el e v el whoha veb eent ar ge t edi nt her et ai ls t or esofKol k at ac i t y .The s t u dyi sb as edo nt h ep r i ma r yda t ac o l l e ct e du si n g as t r u ct u r e d of awar enes s q ue s t i o nn ai r ewh i c hwa ss e ntt ot h er e s po nd en t st h r o ug h ma i l s .oss p ess ed by t he Th eq ue s t i o nn ai r e wa sf o c us i n go nt h ef a c t o r swh i c ha ff ec tt h e cons umer s of c us t omer swhi l et a ki ng Au t o mo bi l e compani es on t he env i r onmentf r i endl y i ni t i at i v es . As per Figure I: Concern of green cars among customers t h er e sp on seFi g ur e I r efl ec t t he r e sp on s eo nl e v elo f gr een concer ns of t h ec us t o me r su s i n g aut omobi l es .Dur i ng t he s ur v ey t he r e s e ar c h e rc a me t o know t he a wa r e ne s sl e v e lo f t he r espondent s of Kol kat a. Onl y 4% r espondent s ar e unawar e about g r e en v e hi c l e sa nd r e s to ft h e9 6 % wa s
73
awar e about t he ec o f r i endl yc ar si n Kol k at a. Ou to ft h ea wa r egr o up s , t h e r e s ea r c h er f u r t h er di st r i but ed t hem acc or di ng t o t hei r c on c er ns t owar ds e n v i r o nme nt .On l y6 %o f t he cus t omer s can be t r e at e d a s p as s i o na t e g r e enc us t o me r sa st h ey wi l lgo outt hei rwa yt o hel p t ackl e cl i mat e c hangeandbei ni t i at or s i nt heus eofec of r i endl y pr oduct s.Themaxi mum c us t omer s 64 % ar e gr een suppor t er s as t hey ar e co nc er ned about t he envi r onment and awar e about t he envi r onment al i ssues b utt h e ya r en o tg r e en c us t omer s an d 26 % r es ponde nt s ar e not c o n c e r n e d a bo utt h eg r e enf a ct o ra nddo n t hei rc hoi c ewhi l et ak i ng p ur c ha sed ec i s i o n.Th er ear e4% c us t o me r swh oa r en ota ta l l a wa r eab ou tt h ee nv i r o nme nt a l c o n c e r n s .
1 Gr eenCus t omer s
6%
2
Co nc e r n edab o utt h ee n v i r o nme nta nd a r eg r e ens u pp or t e r s
64%
3
No tc o n c er n eda bo u tt h ee n v i r o nme nt s on otr ead yt op r e f ergr eenv ehi c l es .
26%
4
Unawar e ab out t he c o n c e r n s
4%
env i r onment al
Fi gur eI Ir efl ec t st hatont hes cal eof c h ec k i n g t h e wi l l i n gn es st o u s e gr een car s,15% consumer shave i n di c a t e d wi l l i n gn es s t o p a y a p r e mi u m p r i c ef o rgr e en v e hi c l e s . 52% v al ued env i r onment al l y f r i endl y i ni t i at i v es i n aut omobi l e s ec t orands ho wedi nt er es tbutwi t h noaddi t i onalc os t /s ac r i fi cesatt hei r end.Aspert her esponses25% of t he cons umer s who ar e al r eady h av i n ga na ut o mo bi l ea r er e ad yt o buy gr een vehi cl es but wi t h a dd i t i o na l f u nc t i o na l b en e fi t s offer ed t ot hem byt he compani es. Ther e wer e 8% oft he cons umer s whor ej ec t edec ol ogi c al l i f es t y l eand pr oduc t s .
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I NTERNATI ONALJ OURNALOFTECHNOL OGYENHANCEMENTSANDEMERGI NGENGI NEERI NGRESEARCH,VOL2,I SSUE5 I SSN23474289
Figure II. Willingness to pay more for green cars
74
1
o pay s mor e Read yt gr e env ehi c l es
f o r 15%
2
Wi l lb uygr eenv ehi c l esbut at no addi t i onal52% c os t / s ac r i fi ces
3
Wi l lb uygr eenv ehi c l esbut onl y i f ot her f unc t i onal25% benefi t swi l l bepr ov i dedi ni t .
4
i f es t y l e & Re j e c te c ol o gi c a ll 8% p r o du ct s .
T abl eIr efl ec t st hef ac t or s r es pon si bl ef o rnott ak i ngpur c ha se dec i s i onoft heec of r i endl y aut omobi l es .Fort hatpur pos e, r e s po nd en t swe r ea s k edt or a nkt h e l i st edbar r i er s .Ther esul t sar e s ho wni nt het abl ebel o w: -
Fr om t hea nal y s i sandfi ndi ng soft hes t udyt hef ol l o wi ng s u gg es t i o nswe r ep r o po s ed : Th ec o mp an i e ss h ou l d ma k es u r et h atmo s to ft h e c o n s ume r sa r ea wa r e ofa nd c on c e r n ed ab o utt h e gr e eni s s uest hatt hewhol ewo r l di sf ac i ng. •
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Tabl e1:The me anofba r r i e r s t ogr eencar s successi n Kol kat a’ smar ket Fac t or s TooHi ghCost Lac kofi nf or mat i onandk nowl edge( i nr et ai ls t or esal s o) L es smi l e ag e Doubt f ul r el at edt oeffic i enc y Co s t l yma i n t e na nc e L es st r e nd y Pr es t i gedec i s i onnotenv i r onment al dec i s i on Lac koff uel s t at i ons Lac kofSer v i c ecent er s Re s i s t a nc et oc ha ng e I tc anbes eent hatt hehi gh es tbar r i ert opur c ha segr een c ar sb yt her es pondentc ompani esi st oohi ghcos t .Cos ti s a l wa y sa ni mp or t a nti s s uef o rb us i n es s eswh enc on s i d er i n g t h ei mp l e me nt at i o no fa ni mp r o v eme nti nt h ei rp r o du ct sor pr oc es ses .Cos ti sr egar dedast hemai npot ent i al bar r i ert o adopt i ngs us t ai nabl epr ac t i c es( Mi l l arandRus sel l ,2011) . These condhi ghes tbar r i eri sl ac kofun der s t andi ngand k no wl edg e.I tmi ghtbeduet osus t ai nabl emanuf ac t ur i ng s een as a r el at i v el y ne wc onc eptes pec i al l yi nt he d e v e l o pi n gc o u nt r y .L a c koft o pma n ag eme ntc o mmi t me nt i sal s oc ons i d er edast hemaj orobs t a cl ei ni mpl ement i ng s us t ai nabl emanuf ac t ur i ngandt her es toft hef ac t or sar e r e l a t e dt od ou bt sab ou te ffic i e nc y ,ma i n t e na nc e,d ea r t ho f s er v i c ec ent er sandf uel s t at i onsi nKol k at af ort hes ec ar s . These car s ar e notbecausei ncust omersofless ‟
t r e nd yan ds o mer e s i s t a nc et oc ha ng e.
Suggest i ons:
I NTERNATI ONALJ OURNALOFTECHNOL OGYENHANCEMENTSANDEMERGI NGENGI NEERI NGRESEARCH,VOL2,I SSUE5 I SSN23474289
Concl usi on:
‟
Ref er ences: l a M. [1]. Azone G. and Raffael ( 1 99 4) ,“ Me as ur i n g St r a t e gi c Envi r onment al Per f or mance” Bu s i n e s s
[2]. C o d d i n g t o n W .
Publ i s hi ng L i mi t e d,p g.5 77 0 .
t ma n,J .A.( 2 00 6) , [8]. Ot
Ast h e wh ol ewo r l di smo v i n gt o wa r d sen v i r o nme nt a lp r o t e ct i o n, t h i ss e ems t ob er i g htt i me f o rt h ea ut o mo bi l ec o mp an i e st o c hoos e gr eenf ac t oro nl yi naut omobi l e s,be ca us ei ti st hev i t al i n gr e d i e ntt os a v et h ee ar t hf r o m ma n ma de h az a r d s .I tmi g ht [9]. br i ngar adi c alc hangei nt heaut os ec t o ri fal lt hec ons umer swi l l s t ar tus i nggr eenv ehi c l esal lov ert hewor l d.I twi l lnotonl ys av e t he ear t hf r om t he hazar dous gases butal so make t he wor l d g r e ena ndc l e an .Ed uc a t i n gt h ec o n s ume r sont h ei mp or t a n c eo f e nv i r o nme nt a lp r o t e ct i o ns h ou l db emo r ei mp or t a ntt h ana do pt i n g t h e g r e en ma r k e t i n g i n i t i at i v e s. T o d es i g n t h e s t r at e gy t o i mpl ementgr eenmar k et i ngi nt heaut os ec t or ,i ti si mper at i v ef or c o mp an i e st og au ge t h el e v e lo fp e r c e p t i o no nt h ei rg r e e n ma r k e t i n gi n i t i a t i v e s.En v i r o nme nt a l i s m h as f a ste me r g ed a sa wor l dwi de phenomenon. Gr een cons umer i sm has pl ay ed a c at al y s t i cr ol ei nus her i n gc or por at een vi r onment al i s ma ndmak i ng t he busi ness fir ms gr een or i ent ed. Ther ei s a need f or a [10]. mu l t i l a y er e df r a me wo r ki na l lc o r p o r a t ef u nc t i o ns a nd b us i n es s uni t s ,f r om s uppl yc hai nst oi nt er naloper at i onst omar k et i nga nd c ome r st oe ns ur et h ata l la sp ec t soft h ec omp an ya r ea l i g ne dwi t h t he or g ani z at i ons v i s i o ns . Though en vi r onme nt alpr o t ec t i on i si n t r endoft heda y ,gr eenmar k et i ngi sst i l lf oundasi t si nf ants t age due t ot he l ackoforl ow awar eness ofconsumer son t he eco f r i e nd l ya ct i v i t i e sa nd p r o du c t sp r o v i d ed b yt h e a ut o mo bi l e compani es i n I ndi a. Yet t he l i mi t ed awar eness and t hei r per c ept i onandat t i t udet obuyt hegr eenv ehi c l e sp r e s s ur i z est he ma r k e t e r sa swe l la sr e s ea r c he r st od oal o to fr e se ar c ho ng r e en mar k et i ngi nt hea ut omobi l ec ompani est oe xpl or et hef ul lpo t ent i al ofg r e enaut omobi l esi nI ndi a. ( 1 9 9 3 ) ,
St r at egy and t he Env i r onment E n 3 ( 1 ) : p g . 1 1 4 . v i r o n m e n t a l M a r k
75
“ Av o My opi a” en vi r onment 48. . Vol
t i e,K.( 2001) ,“ T owa [11]. Peat Th i r dAg eo fGr e e n Ma r k e t n gRe v i e w,Vo l .2 , p p.1 29 1 46
Pe at t i e , K. ( 1 9 9 5 ) , Envi r onment a lMa r k e t i n g Man ag emen t :Mee t i ngt he Gr een Ch al l e ng e, Fi nan ci al Ti mes Man ag emen t ,L on do n.
egel mi l ch , [12]. Schl Bo hl e n,G. M.a nd
Di a ma nt o po ul o s ,A. ( 19 96) ,g r e enpur c has i ng d ec i s i o n sa n dme a s ur e s ofen vi r onme nt al c o ns c i o us n eso f Mar k et i ng,Vol .30,pp. 3 5 5 5 .
Pe at t i e K. ( 1 99 9) , r “ Shi f t Par ad i ng Gr eener ma r k e t i n g,A Gl obal Per s pec t i v e on Gr eeni ng Mar k et i ng pr ac t i c e. Edi t ed by Char t er M and Pol ons ky M, Gr ee n l eaf e t i n g : P o s i t i v e S t r a t e g i e s
B. ,
f o r R e a c h i n g t h e G r e e n C o
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