A Qualitative Study On Consumers’ Attitude and Behaviour towards Green Marketing Practices.
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 3
Abstract
Increasing Awareness On The Various Environmental Problems Has Led A Shift In The Way Consumers Go About Their Life. There Has Been A Change In Consumer Attitudes Towards A Green Lifestyle. People Are Actively Trying To Reduce Their Impact On The Environment. However, This Is Not Widespread And Is Still Evolving. Organizations And Business However Have Seen This Change In Consumer Attitudes And Are Trying To Gain An Edge In The Competitive Market By Exploiting The Potential In The Green Market Industry. This Paper Highlights The Consumers’ Perception Andpreferences Towards Green Marketing Practices And Products With The Help Of A Structured Questionnaire. A Study Was Conducted On 106 Respondents. High Level Of Awareness About Green Marketing Practices And Products Was Found Among The Consumers. Green Values Were Also Found To Be High Among The Respondents. Research Has Given Good Insights For Marketers Of The Green Products And Suggests The Need Of Designing The Marketing Communication Campaigns Promoting Green Products Due To High Green Value Among The Consumers. Results Of Regression Analysis Reveals The View That Overall Green Values, Awareness About Green Products And Practices And The Perception Regarding Seriousness Of Marketing Companies Towards Green Marketing Had Positive Significant Impact On Consumer Persuasion To Buy And Prefer Green Products Over Conventional Products.
Authors and Affiliations
Mrs. R. Surya, Dr. O. M. Hajamohideen
Keywords
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- EP ID EP410064
- DOI 10.9790/487X-2003092630.
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