Green Marketing – Concept, Awareness and Linkage with Consumer Purchase Decision.


Dr. E. B. Khedkar-Dean ,

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Volume 4 - September 2015 (09)


Environmental protection and safety is a major issue in recent times and government of our country enacted many rules and regulation regarding the same. Green marketing and green products is also a brand new concept in our country although awareness towards the same has been very low in India. In recent time, companies have also started adopting green marketing practices and emphasize consumers more towards green products which are less detrimental to environment than the conventional products available in the market. The research is an attempt to find out the whether the efforts taken by marketers to promote green products and sensitize consumers about the same are benefiting the consumers. Also the research tries to find out the whether these marketing activities and advertisements have any influence over the purchase or buying intention of consumers. A total of 100 respondents were interviewed across Pune City of Maharashtra to collect the primary data through well structured questionnaire. The research clearly highlighted the fact that the marketers’ activities and advertisements don’t influence the consumer to make purchase decision regarding purchase of green product. Even majority of the consumers are willing to pay an extra high price for the green products if it adds value, but few of them are not much eager in paying high price.


Green Marketing, Green Product, Purchase Intention.  


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