Volume : 3, Issue : 3, March - 2014

Eco–friendly Marketing: The market potential for sustainably managed Wooden Products – Home & Office Furniture, in Indian Scenario

Dr. Aparna Goyal

Abstract :

 The purpose of this paper is to study the possibility of promoting wooden furniture for houses and offices, coming from sustainable managed forests, in order to support Indian enterprises and the Institutions of the Indian wooden furniture for houses and offices involved to apply effective green marketing methods. This research design is based on a prototype structured questionnaire, according to objective of the research, 55 responses were collected from Indian wooden furniture for houses and offices, enterprises in 2012. The questionnaires were analyzed with the statistical program SPSS, using descriptive statistics and correlation analysis. The main aim was the investigation of use, knowledge and promotion of wooden furniture for houses and offices that emanates from forests that are under sustainable management, and thus planning the green marketing of these products. The Indian enterprises of the wooden furniture for houses and offices expressed a great concern on the protection of forests. Majority strongly supports the certification of the sustainable management of Indian forests. The enterprises believe movement of green buildings reaches with a slow pace and forecast that eco consumers are prone to offer an additional percentage of around 6% on price, in order to buy wooden furniture for houses and offices. A high percent of most Institutions of Education promote that they use wooden furniture for houses, hostels and offices, and propose their image building through newspapers, magazines, Internet portals, websites, etc of high approach. This research study discusses reflections and forecasts on the growth of this new market of wooden furniture for houses and offices. It offers valuable insights on the market of wooden furniture for houses and offices, and also future developments in the coming years, which can support both enterprises and the institutions involved in strategy forming and decision making, to surmount an important share of the market of eco consumers. The study also proposes an effective method of eco marketing applications. Today the environmental problems concerns citizens, enterprises and institutions all over the world much more than thirty years ago. International researches show that the consumers worry more about the environment and change gradually their buying or purchase behaviour. Hence, new market segments for viable or sustainable products emerge, that are also strengthened by active consumers, because it is one important way to contribute and add value in the process of protection of environment. The organizations gradually recognize the competitive advantage and opportunities that arise from this ecological approach, entering the word “eco” in their activities. It is important to note that in parallel with the Corporate Social