CONSUMER PERCEPTION TOWARDS GREEN MARKETING IN INDIA
Abstract
The term green marketing simply refers to the marketing of those products which are proven to be environment friendly. In broader view green marketing comprises number of activities that start from altering the product components, changing the manufacturing process, doing sustainable packaging and even include modifying advertisements. This paper attempts to re-evaluate the green marketing literature in diverse aspects, out of which one is to identify the level of awareness about green marketing among Indian consumers. Second is to analyse the relationship between the awareness and consumption of green products. Third is to analyse the relationship between the green product benefit and green product consumption. Lastly this paper also investigates about various factors that affect consumer perception about green product. As this ranking of factors help in finds out which factor enhance the attractiveness of green product and motivate the Indian consumers to buy them. In this paper data is collected from 470 respondents, through a well structured questionnaire which consist of close end questions. The collected data is analysed through different test and technique. As percentage analysis is done to check the awareness level, chi- square test is applied to understand the relation among awareness level of green product and its consumption and Friedman test is also used to analyse the various factor that affects consumer’s perception. The analysis has come out with affirmative result and proves that the future of Green Marketing is very bright in India. Moreover the analysis has depicted the factors which are accountable for the enhancing the interest of Indian consumers in buying green products. This will be useful for marketers as they can frame their marketing strategy keeping in the mind the importance of various factors by which they can attract more and more consumers to buy green products.