Awareness of Green Marketing and its Influence on Buying Behavior of Consumers: Special Reference to Durable Goods

Gyan Management Journal
Year: 2018(Jan-Jun), Volume: (12), Issue. (1)
First page: (85) Last page: (92)
Online ISSN: A/F
Print ISSN: 2250-348X
doi: 

Awareness of Green Marketing and its Influence on Buying Behavior of Consumers: Special Reference to Durable Goods
Dr. Simranjit Singh1 and Soniya2

1Associate Professor, DIPS Institute of Management, Jalandher
2AP, Doaba College, Jalandher and Research Scholar, I.KG Punjab Technical University 

Corresponding author email id:

Received:
14 feb 2018

Accepted:
20 Apr 2018

Online Published:
14 Jun 2018

How to cite the Article

This image has an empty alt attribute; its file name is images.png
View on Google Scholar

ABSTRACT

Global warming, pollution and climate change are some of the problems that have become increasingly concerning issue internationally. Environmental deterioration has led to businesses changing the way in which they conduct themselves, leading to the emergence of green marketing. This Rising concern for global warming & corresponding increase in energy costs are causing consumer’s to look for those products which are environment friendly. There has been a change in consumer attitudes towards lifestyle. Today most of the consumers have become environment conscious and the main challenge is to find a way how marketing can fulfill the needs of the most of the world’s population for a better standard of living. To grasp the new emerging opportunities and to ensure better standard of living, the new concept -Green Marketing has emerged. Green Marketing promotes marketing of such products which are safer for the planet & people. This changing attitude of buying behaviour is forcing many firms to incorporate green processes. In this small research serve it is revealed that Indian consumers’ pro-environmental concerns, knowledge of environmental issues, awareness of eco-friendly products, and educational levels affect on green buying behavior.

Keywords

Consumer Attitude;Customer’s Belief and Trust; Consumer’s awareness;Consumer Buying Behavior; Green Campaigns;green marketing mix; Green Brands.