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1 Indexed & Listed at: Ulrich's Periodicals Directory, ProQuest, U.S.A., EBSCO Publishing, U.S.A., Cabell s Directories of Publishing Opportunities, U.S.A., Open J-Gage, India [link of the same is duly available at Inflibnet of University Grants Commission (U.G.C.)], Index Copernicus Publishers Panel, Poland with IC Value of 5.09 & number of libraries all around the world. Circulated all over the world & Google has verified that scholars of more than 2980 Cities in 165 countries/territories are visiting our journal on regular basis. Ground Floor, Building No C-1, Devi Bhawan Bazar, JAGADHRI , Yamunanagar, Haryana, INDIA

2 CONTENTS TITLE & NAME OF THE AUTHOR (S) Sr. No. 1. APPLICATION OF SEMANTIC SIMILARITY USING ONTOLOGY FOR DOCUMENT COMPARISON PALLAWI UNMESH BULAKH & DR. AJIT MORE 2. ORGANISATIONAL CULTURE AMONG THE APPAREL MANUFACTURING AND EXPORTING ORGANISATIONS LOCATED IN TIRUPUR CLUSTER DR. J. SHANTHILAKSHMI & S. GANESAN 3. INDIAN CONSUMER BEHAVIOUR ON BRAND LOYALTY: SUBSTANCE STILL SCORES OVER STYLE RIDDHI BISWAS 4. ROLE OF TEACHERS IN QUALITY ASSURANCE IN INDIAN HIGHER EDUCATION DR. ANIL CHANDHOK 5. THE ROLE OF ENTREPRENEURS IN THE ECONOMIC DEVELOPMENT OF INDIA DR. SAMBHAVNA GUPTA, DR. M. K. GUPTA, DR. JASVEEN KAUR & DR. PRADEEP KUMAR AGGARWAL 6. KEY PERFORMANCE INDICATORS TO EVALUATE SOFTWARE PROFESSIONALS U. JEYASUTHARSAN & DR. N. RAJASEKAR 7. HIGHER EDUCATION AND DEMOCRATIC IDEALS: DISRUPTIONS AND DIRECTIONS DR. PAWAN KUMAR SHARMA 8. BUYER BEHAVIOUR IN PURCHASING RESIDENTIAL FLATS IN CHENNAI CITY DR. A. MOHAMED SALI, DR. K. SALEEM KHAN & I.NASEEMA 9. UNDERSTANDING EURO-CRISIS: HOW DID IT OCCUR? NEHA NAINWAL & ASHIS TARU DEB 10. THE DYNAMICS OF GLOBAL STRATEGY AND STRATEGIC ALLIANCES IN INTERNATIONAL TRADE AND INVESTMENT OMANKHANLEN ALEX EHIMARE & JOSHUA O. OGAGA-OGHENE 11. GROWTH OF INDIAN FINANCIAL SECTOR: POLICIES AND PERFORMANCE ANALYSIS PRIYANKA PANDEY & AMOGH TALAN 12. A STUDY ON HRD PRACTICES IN BANKING SECTOR P.V.V.KUMAR & MEERAVALI SHAIK 13. TO STUDY OCCUPATIONAL STRESS: AS A RELATIONAL STUDY ON SCHOOL TEACHERS JAIBHAGWAN GUPTA 14. DEVELOPMENT OF POWER SECTOR IN INDIA: A BIRD S EYE-VIEW DR. BHASKAR DASARIRAJU 15. DEVELOPING A PARSER FOR SIMPLE PUNJABI SENTENCES VIVEK AGGARWAL 16. GREEN MARKETING: CONSUMERS ATTITUDES TOWARDS ECO-FRIENDLY PRODUCTS AND PURCHASE INTENTION IN PUNE YOGESH RAUT 17. A STUDY ON CONSUMER BEHAVIOUR TOWARDS CELL PHONES RAJESH KUMAR 18. GROWTH MOVEMENT OF DEPOSITS IN OMKAR MAHILA SAHKARI CO-OPERATIVE SOCIETY LTD, PUNE MEGHA MEHTA 19. A STUDY OF AWARENESS OF TAX PLANNING AMONGST SALARIED ASSESSEES CA SHILPA VASANT BHIDE 20. DATA PROTECTION IN CLOUD COMPUTING CHENNA LAKSHMI 21. AN OUTLOOK OF STRUCTURAL UNORGANISED UNEMPLOYMENT IN INDIA JAI BHAGWAN GUPTA 22. DATA HIDING TECHNIQUE FOR E-TENDERING USING STEGANOGRAPHY MAHAVEER PRASAD TAWANIA, ABHISHEK DIDEL & SAURABH MAHESHWARI 23. ANALYSIS ON AUDITING PRACTICES AND THEIR EFFECTS ON HUMAN RESOURCES: A CASE STUDY OF SELECTED FIRMS IN NAIROBI COUNTY JANE DIANA IMALI KIGUMBA & KARIM OMIDO 24. CORE BASED COMMUNICATION IN MULTICASTING ASHOK KUMAR BHOI & BIJAYA KUMAR KHAMARI 25. E-WASTE: A LATENT ECONOMIC POTENTIAL SIDDHARTH RATHORE 26. USE OF XBRL: AS E-TECHNOLOGY IN COMMERCE NEHA JAISWAL 27. E-COMMERCE IN INDIA GROWTH & CHALLENGES: A THEORETICAL PERSPECTIVE KARAN JOSHI 28. FINANCIAL DERIVATIVES MARKET IN INDIA ANSHIKA AGARWAL 29. A STUDY INTO THE PROCESS OF OPEN TENDERING AND HOW IT INFLUENCES STRATEGIC ORGANIZATIONAL PERFORMANCE: A CASE STUDY OF KENYA POWER AND LIGHTING COMPANY FASIKA BERHANU WOLDESELASSIE & KARIM OMIDO 30. A TEXT READING SYSTEM FOR THE VISUALLY DISABLED ARAVIND.S & ROSHNA.E REQUEST FOR FEEDBACK & DISCLAIMER Page No ii

3 CHIEF PATRON PROF. K. K. AGGARWAL Chairman, Malaviya National Institute of Technology, Jaipur (An institute of National Importance & fully funded by Ministry of Human Resource Development, Government of India) Chancellor, K. R. Mangalam University, Gurgaon Chancellor, Lingaya s University, Faridabad Founder Vice-Chancellor ( ), Guru Gobind Singh Indraprastha University, Delhi Ex. Pro Vice-Chancellor, Guru Jambheshwar University, Hisar FOUNDER PATRON LATE SH. RAM BHAJAN AGGARWAL Former State Minister for Home & Tourism, Government of Haryana Former Vice-President, Dadri Education Society, Charkhi Dadri Former President, Chinar Syntex Ltd. (Textile Mills), Bhiwani CO-ORDINATOR DR. SAMBHAV GARG Faculty, Shree Ram Institute of Business & Management, Urjani ADVISORS DR. PRIYA RANJAN TRIVEDI Chancellor, The Global Open University, Nagaland PROF. M. S. SENAM RAJU Director A. C. D., School of Management Studies, I.G.N.O.U., New Delhi PROF. S. L. MAHANDRU Principal (Retd.), MaharajaAgrasenCollege, Jagadhri EDITOR PROF. R. K. SHARMA Professor, Bharti Vidyapeeth University Institute of Management & Research, New Delhi EDITORIAL ADVISORY BOARD DR. RAJESH MODI Faculty, YanbuIndustrialCollege, Kingdom of Saudi Arabia PROF. PARVEEN KUMAR Director, M.C.A., Meerut Institute of Engineering & Technology, Meerut, U. P. PROF. H. R. SHARMA Director, Chhatarpati Shivaji Institute of Technology, Durg, C.G. PROF. MANOHAR LAL Director & Chairman, School of Information & Computer Sciences, I.G.N.O.U., New Delhi PROF. ANIL K. SAINI Chairperson (CRC), GuruGobindSinghI. P. University, Delhi PROF. R. K. CHOUDHARY Director, Asia Pacific Institute of Information Technology, Panipat iii

4 DR. ASHWANI KUSH Head, Computer Science, UniversityCollege, KurukshetraUniversity, Kurukshetra DR. BHARAT BHUSHAN Head, Department of Computer Science & Applications, GuruNanakKhalsaCollege, Yamunanagar DR. VIJAYPAL SINGH DHAKA Dean (Academics), Rajasthan Institute of Engineering & Technology, Jaipur DR. SAMBHAVNA Faculty, I.I.T.M., Delhi DR. MOHINDER CHAND Associate Professor, KurukshetraUniversity, Kurukshetra DR. MOHENDER KUMAR GUPTA Associate Professor, P.J.L.N.GovernmentCollege, Faridabad DR. SAMBHAV GARG Faculty, Shree Ram Institute of Business & Management, Urjani DR. SHIVAKUMAR DEENE Asst. Professor, Dept. of Commerce, School of Business Studies, Central University of Karnataka, Gulbarga DR. BHAVET Faculty, Shree Ram Institute of Business & Management, Urjani ASSOCIATE EDITORS PROF. ABHAY BANSAL Head, Department of Information Technology, Amity School of Engineering & Technology, Amity University, Noida PROF. NAWAB ALI KHAN Department of Commerce, AligarhMuslimUniversity, Aligarh, U.P. ASHISH CHOPRA Sr. Lecturer, Doon Valley Institute of Engineering & Technology, Karnal TECHNICAL ADVISOR AMITA Faculty, Government M. S., Mohali FINANCIAL ADVISORS DICKIN GOYAL Advocate & Tax Adviser, Panchkula NEENA Investment Consultant, Chambaghat, Solan, Himachal Pradesh LEGAL ADVISORS JITENDER S. CHAHAL Advocate, Punjab & Haryana High Court, Chandigarh U.T. CHANDER BHUSHAN SHARMA Advocate & Consultant, District Courts, Yamunanagar at Jagadhri SUPERINTENDENT SURENDER KUMAR POONIA iv

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6 5. KEYWORDS: Abstract must be followed by a list of keywords, subject to the maximum of five. These should be arranged in alphabetic order separated by commas and full stops at the end. 6. MANUSCRIPT: Manuscript must be in BRITISH ENGLISH prepared on a standard A4 size PORTRAIT SETTING PAPER. It must be prepared on a single space and single column with 1 margin set for top, bottom, left and right. It should be typed in 8 point Calibri Font with page numbers at the bottom and centre of every page. It should be free from grammatical, spelling and punctuation errors and must be thoroughly edited. 7. HEADINGS: All the headings should be in a 10 point Calibri Font. These must be bold-faced, aligned left and fully capitalised. Leave a blank line before each heading. 8. SUB-HEADINGS: All the sub-headings should be in a 8 point Calibri Font. These must be bold-faced, aligned left and fully capitalised. 9. MAIN TEXT: The main text should follow the following sequence: INTRODUCTION REVIEW OF LITERATURE NEED/IMPORTANCE OF THE STUDY STATEMENT OF THE PROBLEM OBJECTIVES HYPOTHESES RESEARCH METHODOLOGY RESULTS & DISCUSSION FINDINGS RECOMMENDATIONS/SUGGESTIONS CONCLUSIONS SCOPE FOR FURTHER RESEARCH ACKNOWLEDGMENTS REFERENCES APPENDIX/ANNEXURE It should be in a 8 point Calibri Font, single spaced and justified. The manuscript should preferably not exceed 5000 WORDS. 10. FIGURES &TABLES: These should be simple, crystal clear, centered, separately numbered &self explained, and titles must be above the table/figure. Sources of data should be mentioned below the table/figure. It should be ensured that the tables/figures are referred to from the main text. 11. EQUATIONS:These should be consecutively numbered in parentheses, horizontally centered with equation number placed at the right. 12. REFERENCES: The list of all references should be alphabetically arranged. The author (s) should mention only the actually utilised references in the preparation of manuscript and they are supposed to follow Harvard Style of Referencing. The author (s) are supposed to follow the references as per the following: All works cited in the text (including sources for tables and figures) should be listed alphabetically. Use (ed.) for one editor, and (ed.s) for multiple editors. When listing two or more works by one author, use --- (20xx), such as after Kohl (1997), use --- (2001), etc, in chronologically ascending order. Indicate (opening and closing) page numbers for articles in journals and for chapters in books. The title of books and journals should be in italics. Double quotation marks are used for titles of journal articles, book chapters, dissertations, reports, working papers, unpublished material, etc. For titles in a language other than English, provide an English translation in parentheses. The location of endnotes within the text should be indicated by superscript numbers. PLEASE USE THE FOLLOWING FOR STYLE AND PUNCTUATION IN REFERENCES: BOOKS Bowersox, Donald J., Closs, David J., (1996), "Logistical Management." Tata McGraw, Hill, New Delhi. Hunker, H.L. and A.J. Wright (1963), "Factors of Industrial Location in Ohio" Ohio State University, Nigeria. CONTRIBUTIONS TO BOOKS Sharma T., Kwatra, G. (2008) Effectiveness of Social Advertising: A Study of Selected Campaigns, Corporate Social Responsibility, Edited by David Crowther & Nicholas Capaldi, Ashgate Research Companion to Corporate Social Responsibility, Chapter 15, pp JOURNAL AND OTHER ARTICLES Schemenner, R.W., Huber, J.C. and Cook, R.L. (1987), "Geographic Differences and the Location of New Manufacturing Facilities," Journal of Urban Economics, Vol. 21, No. 1, pp CONFERENCE PAPERS Garg, Sambhav (2011): "Business Ethics" Paper presented at the Annual International Conference for the All India Management Association, New Delhi, India, June. UNPUBLISHED DISSERTATIONS AND THESES Kumar S. (2011): "Customer Value: A Comparative Study of Rural and Urban Customers," Thesis, Kurukshetra University, Kurukshetra. ONLINE RESOURCES Always indicate the date that the source was accessed, as online resources are frequently updated or removed. WEBSITES Garg, Bhavet (2011): Towards a New Natural Gas Policy, Political Weekly, Viewed on January 01, vi

7 GREEN MARKETING: CONSUMERS ATTITUDES TOWARDS ECO-FRIENDLY PRODUCTS AND PURCHASE INTENTION IN PUNE YOGESH RAUT ASST. PROFESSOR SINHGAD SCHOOL OF BUSINESS STUDIES NARHE ABSTRACT The research study is on the green marketing but specifically on consumers attitudes and purchase intention of eco-friendly products. It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce ecofriendly products and these provided much rich information for the literature studies of the thesis. The results of this research are expected to be of great help to companies looking to launch green products. KEYWORDS Green marketing, marketing-mix, word of mouth, satisfaction, attitude, consumer intention. INTRODUCTION T oday s consumers are more aware and concerned about the environment like never before. They want to buy products that will not harm the environment. As a result all companies that wish to survive will have to go for green products. Large number of researchers are doing research on Consumer behaviour with respect to Green Products, however very little research is being done in Indian scenario especially Maharashtra. This study will try to gain insight into consumer s attitudes towards, and willingness to pay more for green products in Pune area. Pune, Oxford of the East (as a result of its many colleges and universities), The IT Hub, Detroit of the East, also has the sixth largest metropolitan economy and is second highest in terms of per capita income in the country and now also is one of the fastest growing cities in the world has become a lucrative market for organizations to sell their products and services. Hence for the purpose of this research Pune has been aptly selected. REVIEW OF LITERATURE Green marketing has rose attention due to the environmental deterioration and it becomes a global problem (Kumar, 2011, p. 59). Nowadays, the American Marketing Association (AMA) divides the definition of green marketing in three aspects (marketingpower.com): as the marketing of products that are presumed to be environmentally safe (retailing definition) as the development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality (social marketing definition) and finally as the efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns (environments definition). Companies have using green marketing for many reasons such as green policies are profit-making; the business world is more and more implicated in the social responsibilities. Furthermore consumers have been changing of attitudes and due to the government and the competitive pressures it is essential for firms to consider the green adjective to marketing strategies (Ghosh, 2010, p.83). An eco-friendly product is supposed to reduce the impact of its consumption on the environment thanks to the use of making-processes, components and recycling techniques which are less harm for the natural environment than those of conventional products (nationalgeographic.com). According to a survey made by the Gallup organization in 2009, around one of fifth of European interviewees think that the action which has the greatest impact on solving environmental problems was to buy products produced by eco-friendly production just after minimizing waste and recycling action (Flash Eurobarometer 256 The Gallup Organisation, 2009, p. 7). Furthermore for example in the CPG sector between January 2009 and April new products hit the market with claims of being eco-friendly in the United States, compared to 2008, this market is three times higher in 2009 (corporate-eye.com). Another example in the United States showed that between 2005 and 2009 green cleaners grew 229% (marketwire.com). The market of green products is more and more increasing. In this thesis eco-friendly as well as green products will be used to mention environmental products. The effective and efficient use of the natural resources and preservation of it has led to consumers segments to form green consumerism (Solomon, 2010, p. 401). Vernekar and Wadhwa define the green consumer as a person who adopts environmentally-friendly behaviors and/or who purchases green products over the standard alternatives (2011, p. 65). Consumer behavior trends toward eco-friendly attitudes have been increasing. According to a survey made by the Co-operative Bank in the UK, in 1999, 17% of respondents felt guilty about unethical purchase and in 2005 there were 44% (Grant, 2007, p. 35). Consumers who have positive attitude towards the environment are more willing to purchase green products (Balderjahn, 1988, p.53). As previously said, however it is also true that even if consumers are concerned about environmental issues; they will not necessarily purchase green products (Mc Eachern and Carrigan, 2010, cited in Solomon et al., 2010, p. 229) as the following studies show it. In 2007, Chitra made a survey on 60 respondents in India and showed that he could classify respondents in four categories the aspirants, the addicts, the adjusters and the avoiders. This survey showed that the majority of the respondents can be categorized as aspirants ; that means those individuals are aware of environmental issues and want to develop green purchase behaviors (Chitra, 2007, p. 181). A survey made in 2008 on a convenience sample of 887 Portuguese individuals concluded that we could identify three segments of green consumers (Finisterra do Paço et al., 2009, p.23). The uncommitted was the most important segment (36%) mainly composed of young people (18-34 years) having knowledge about environmental issues but with negative positions towards green purchase behaviors. The green activists composed of 35% of the sample who are between years and years have an education level higher than the first segment and high incomes. They buy green products but they are more skeptical concerning the green advertisements campaigns. Finally the third group identified was composed of 29% of the sample. The age of this sample is higher than the other two segments, they have a lower educational level compared to the others and even if they have negative position towards environmental issues they are activists; that point is paradoxical (Finisterra do Paço et al., 2009, p 23). IMPORTANCE OF THE STUDY The growing public awareness of environmental issues has brought with it a corresponding change in the buying decisions of consumers and hence it has become imperative for companies to have green products and practice green marketing. This study will help the companies to develop guidelines for marketing of green products. To realize the green market s true potential, businesses will be required to help consumers change their behavior by removing the hurdles between intentions and actions. And this is possible if only they understand Consumer behaviour and this is the objective of this research. This research also intends to be of great help to the general society at large as it will help in improving the overall environment on this planet. 67

8 STATEMENT OF THE PROBLEM The deterioration of the environment led to the adoption and the development of consciousness of consumers attitude towards eco-friendly products in order to preserve the planet (Luck et al., 2009, p. 2). They therefore, deem it expedient to take measures towards protecting the environment which has become their personal attitude towards eco-friendly foods (Solomon, 2010, p. 209). Consumers patronize the products and their aims are to make sure the contribution is supporting sustainable environment and contribution the guiding of the climate change (Hartmann & Apaolaza-Ibáñez, 2006, p. 676). However, it has become global struggling to achieve the purpose of the environmental protection so companies are using various means to persuade the consumers segments who are environmentally conscious to change their attitudes from the conventional products towards green products and also satisfy their needs (Kumar, 2011, p. 59). Some of the previous researchers have emphasized on the four concepts on the demographics, green lifestyle (Solomon at al 2010, p. 401) green attitudes and green behavioral intentions in the context of the low involvement product category (Florenthal and Arling, 2011, p.35). There are many studies about the consumer behavior concerning the environment but most of them are concentrated on one or two marketing-mix elements and they do not make a link with the factors that companies use to make consumers buy green products and their attitudes towards these products. Furthermore, previous findings concerning consumers attitudes towards eco-friendly products are conflicting e.g. some studies found that consumers think conventional products have high quality compared to eco-friendly ones but in other studies results show the opposite (Vernekar and Wadhwa, 2011, p.67). In some studies we can find that consumers are willing to pay more for green products and in other studies it is not the case or the extra price has to be low (De Pelsmacker et al., 2009; Pirani and Secondi, 2011; Purohit, 2011; Vernekar et al., 2011). Many companies are in the process of launching/ developing green products for the customers. But they are not sure if the customers are ready for such products. This research paper will try to provide indicators for this problem faced by the companies. OBJECTIVES The following are the objectives for the purpose of study:to study the awareness about the green products? And To study customer s willingness to pay more to offset any additional costs associated with green products and to what extent? HYPOTHESES H1: Customer awareness is maximum for paper bags as a green product. H2: Majority of people believe price is high for green products. H3 : Majority of people are ready to pay more for green products. H4 : Majority of people are ready to pay more to an extent of 10-20% for green products. RESEARCH METHODOLOGY SAMPLING CHOICE OF NON-PROBABILITY SAMPLE The sampling method used is a key point in the research process (Bryman & Bell, 2011, p. 175). There exist two types of sampling methods: probability and nonprobability samples. The first one is the most appropriate in quantitative research because respondents are selected randomly. Thus researchers have a heterogeneous sample more representative than a non-random sample; and the findings from the sample can be generalized to the population (Bryman & Bell, 2011, p. 185). However due to lack of time and as this method costs a lot, a non-probability sample, where the respondents are not selected randomly and have not the same chance to be selected, is for our study the most appropriate sampling method (Bryman & Bell, 2011, p. 190, 716). POPULATION First step in sampling method is to select the sample in a group of units that is called population (Bryman & Bell, 2011, p 176). As all the people who live in Maharashtra cannot be interviewed, residents in the city of Pune have been chosen as the population. CONVENIENCE SAMPLE There are three main types of non-probability samples: the convenience sample; the snowball sample; and the quota sample (Bryman and Bell, 2011, p. 190). The snowball sampling permits researchers to contact few people, after that they use the most relevant participants to obtain contacts with other potential participants like a snowball effect (Bryman and Bell, 2011, p. 719). The quota sampling is the selection of a proportionate number of people according to categories selected by researchers (Bryman and Bell, 2011, p. 717). Shiu et al. (2009, p. 480, p. 726) defined the convenience sampling as a sampling technique which samples are drawn to the convenience of the researcher and which is often used in the early stages of research because it allows a large number of respondents to be interviewed in a short period of time. SAMPLE SIZE AND COMPOSITION OF SAMPLE To reduce the sampling error, the largest the sample is the more the data can be generalized and representative of the population (Bryman & Bell, 2011, p. 187). As a non-probability sample is used, the sample size is a more or less subjective judgment made by the researcher (Shiu et al., 2009, p. 462). For this study it will be relevant to be able to obtain a sample of around 100 respondents. CHOICE OF SURVEY METHOD SELF-COMPLETION QUESTIONNAIRE At the opposite of a structured interview, the self-completion questionnaire is a questionnaire that the respondent answers without the aid of an interviewer (Bryman and Bell, 2011, p. 718). Thus the respondents cannot be influenced by the interviewer; their answers should be more objective. QUESTIONNAIRE DESIGN A questionnaire is a formalized framework consisting of a set of questions and scales designed to generate primary data (Shiu et al., 2009, p. 329). TYPES OF QUESTIONS As Ian Brace (Research Director at TNS UK) said A poorly written questionnaire will not provide the data that are required or, worse, will provide data that are incorrect (Shiu et al., p. 2009, p. 327). For this reason we spent much time on the elaboration of the questionnaire and moreover concerning the design of questions. Indeed a clear and relevant questionnaire permits to obtain more relevant data. All the questions used are closed; indeed closed questions are easily analyzable, comparable with other answers and permit to save time for the respondent and the interviewer (Bryman & Bell, 2011, p. 250). There are also disadvantages such as lack of spontaneity in the answers choice; they can be irrelevant for some respondents who should not know how to classify in a forcedchoice question etc. (Bryman and Bell, 2011, p. 252). RESULTS & DISCUSSION Que.1. Are you aware of any eco-friendly product? TABLE NO. 1: AWARENESS OF ANY ECO-FRIENDLY PRODUCT Yes 76% No 24% 68

9 VOLUME NO. 3 (2013), ISSUE NO. 12 (DECEMB BER) FIG. 1 ISSN Awareness of any eco-friendly product 24% 76% Awareness Yes No Source: Primary Data Que.2. Name any the eco-friendly product that comes to your mind first? TABLE NO. 2: AWARENESS OF ECO-FRIENDLY PRODUCTS Eco-Friendly products Paper Bags 24% CFL 10% Paper 16% Ganesh Murti 8% Others 42% FIG. 2 Awareness of Eco-Friendly products Que.3. Do you use any eco-friendly product? 42% 8% 24% 16% Source: Primary Data TABLE NO. 3: USE OF ECO-FRIENDLY PRODUCT Use of eco- friendly product Yes 60% No 40% FIG. 3 10% Use of eco-friendly product Paper Bags CFL Paper Ganesh Murti Others 40% 60% Yes No Source: Primary Data Que.4. Do you agree that the price of eco-friendly products is higher? TABLE NO. 4: PRICE OF ECO-FRIENDLY PRODUCTS IS HIGHER price of eco-friendly products is higher Yes 66% No 20% Neutral 14% 14% FIG. 4 price of eco-friendly products is higher 20% 66% Yes No Neutral Source: Primary Data INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT 69

10 VOLUME NO. 3 (2013), ISSUE NO. 12 (DECEMB Que.5. Are you willing to pay more for eco-friendly product? TABLE NO. BER) 5: WILLINGNESS TO PAY MORE FOR ECO-FRIENDLY PRODUCT Willing To Pay more Yes 78% No 22% FIG. 5 ISSN willingness to pay more for eco-friendly product 22% 78% Yes No Source: Primary Data Que.6. How much more are you willing to pay for eco-friendly product as compared to the traditional product? TABLE NO. 6: WILLINGNESS TO PAY MORE FOR ECO-FRIENDLY PRODUCT willingness to pay more for eco-friendly product Lesss Than 10% 30% Between 10-20% 40% Between 20-30% 24% Between 30-40% 4% Between 40-50% 2% More Than 50% 0% FIG. 6 willingness to pay more for eco-friendly product 4% 2%0% 24% 30% 40% Less Than 10% Between 10-20% Between 20-30% Between 30-40% Between 40-50% More Than 50% Source: Primary Data FINDINGS As per the data analysis, 24% of the respondents are not aware about the green products. When asked to name a green product that comes to their mind first, most respondents named paper bag (24%). 40% of the respondents don t use any green product. 66% of the respondents agreed that the price of eco-friendly products is higher as compared to the traditional products. And 78% of the respondents are willing to pay more for eco-friendly product. When respondents were asked how much more are you willing to pay for eco-friendly product, the answers are very encouraging. 30% of the respondents are ready to pay more upto 10%. 40% of the respondents are ready to pay more between %. 24% of the respondents are ready to pay more between 20-30%. RECOMMENDATIONS/SUGGESTIONS 24% of the respondents are not aware about the green products. This shows that there is scope for marketers with respect to increasing awareness about green products. The companies should develop new methods and strategies for increasing the awareness about green products. 40% of the respondents don t use any green product, hence showing tremendous potential for green products. The companies should develop new methods and strategies to make sure that people are buying more of the green products. This can be done by making people aware about how green products can help to save the environment and hence the human race. CONCLUSIONS This research paper is an attempt to find out whether people are aware about the green products; are they buying green products; are they ready to pay more for green products. Primary data was collected from the residents of Pune and analysis of the same shows that peoplee have positive attitude towards green products. This research paper provides encouraging analysis to the companies that want to join the Green Bandwagon. LIMITATIONS The scope of this research was limited to Pune city. This is the limitation. SCOPE FOR FURTHER RESEARCH It should be checked whether the people of other cities in India are also positive towards green products. This provides scope for further research. Similar research should be carried out in the various cities of India. REFERENCES ARTICLES 1. Ann, K. Amir, G. and Luc, W. (2012). Go Green! Should Environmental Messages Be So Assertive?. Journal of Marketing. Vol 46, pp Anselmsson and Johansson (2007) corporate social responsibility and the positioning of grocery brands, International Journal of Retail & Distribution Management, Vol.35 No.10, pp INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION & MANAGEMENT 70

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