GREEN MARKETING AWARENESS AND CONSUMERS PERCEPTION TOWARDS IT: AN EXPLORATORY RESEARCH IN LUCKNOW

Authors

  • Prof. (Dr.) Mohit Verma
  • Ms. Priyanka Raj Modanwal

Keywords:

Green marketing, Eco-Friendly products, Green Brands, Consumer Perception.

Abstract

The term Green Marketing is now not new word in industry and is commonly
used to describe business marketing activities which help to reduce the negative effect of the
products and services towards natural environment imbalance and make it more
environmentally friendly.
As society is slowly becoming more conscious about environment, business organizations
have started to adapt their strategies to address these society's "new" concerns. The primary
aim of this study is to understand the awareness of green marketing and consumer perception
towards it to understand the value that customers gives while purchasing green products. The
study has been conducted in Lucknow city of UP. While conducting this study it was found
that consumers are aware of green marketing and they are willing to spend reasonably high
since green products provides long term benefits to them and their environment. However,
there is scope for green brands to innovate product at affordable prices to achieve vast market
at domestic levels.
The outcome of this paper may trigger the minds of marketer to give a thought for adopting
the suitable strategies which will give them a way to overcome major problems associated
with regular marketing techniques and make a shift to green marketing. Keeping this thing in
mind this paper is an attempt to understand awareness of consumers towards green marketing
and green branding along with exploring the concept of green marketing.

References

Bhatnagar, M. V. (2012). An environmental protection tool : Green marketing & its effect

Building, G. S., & Glasgow, G. (2011). The Influence of Skepticism on Green Purchase

Behavior

Chen, T. B. (2010). Attitude towards the environment and green products : Consumers'

Decision, Vol. 50 Iss:5, pp. 972-988

Published

2018-05-30

Issue

Vol. 7 No. 6 (2018): May 2018

Section

Articles

License

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