Green Marketing as Means towards Sustainable Living -A Study of Factors Affecting Green Marketing in Bengaluru, India

Abstract

This paper traces the evolution of sustainable development and green marketing as a means towards sustainable living. The study is a result of the survey conducted in Bangalore to find out the perception and buying preferences of people towards eco-friendly products. The findings have relevance in shaping the marketing strategies of various brands in Bangalore. The study found that most of the respondents are aware of the concepts of eco-friendly and green products. They are willing procure the eco-friendly products and are even willing to pay more for such products. The products listed as green by rural and urban people shows that there should be different marketing strategies to be adopted for both the audience. It was also found that health care and cosmetic products have higher probability of being brought and solar panels and water heaters have lesser probability of being bought. It can be concluded that the enough progress has been made in creating awareness about the green products. It suggests certain interventions that can be adopted by brands in promoting eco-friendly products.

Keywords - Sustainable living, green marketing, eco friendly products.