CONSUMER DEMOGRAPHICS AND AWARENESS TOWARDS GREEN MARKETING
Journal Title: IJAR-Indian Journal of Applied Research - Year 2018, Vol 8, Issue 7
Abstract
Consumer’s awareness about green products to important to guiding the green consumer purchasing behaviour. Consumers are becoming more ecologically conscious and desirous of purchasing green products. The main objective of this study is to know the consumer awareness about the green products and willingness to purchase green product. The data has been collected from 286 respondents in different areas from urban, semi-urban and rural. Secondary data was collected from the available literature sources. This paper tries to explore the consumer awareness about the green products. It analyses whether the consumer are aware about the green products and willingness to purchase green products. Finally, the implication of the research are discussed. It will help the marketers in market segmentation and target marketing by assisting them in identifying and understanding consumers on the basis of their awareness level.
Authors and Affiliations
Sasikala. N, Dr. R. Parameswaran
Keywords
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