A Study On Green Products & Green Marketing From The Students' Perspective In Kolkata

Abstract

As society becomes more concerned about environmental protection, numerous firms and customers have expressed their concern for the impact of products on the environment. The emphasis is on 'green' environmentally friendly items that are critical to long-term sustainable development. India is also paying increasing attention to environmentally friendly production and consumption in support of environmental concerns and sustainable growth. One of the reasons for the emergence of green marketing is environmental issues. An IBM research shows, after the pandemic, ninety three (93%) percent of customers changed their attitudes about sustainability (Sharma, 2022). Green marketing is defined by the 'American Marketing Association (AMA) - as the promotion of items that are assumed to be ecologically friendly'. Green marketing and green product creation are effective ways for businesses to obtain a competitive advantage and generate consumer satisfaction (Yan & Yazdanifard, 2014). According to Adams (2020), awareness does not always equal green product purchases (isn't the best predictor of green product sales). Hearing about the green product or brand is insufficient to make a purchase. Familiarity is a higher standard than awareness because it measures the customer's knowledge and understanding of the green product or brand. The researchers believe that green marketing require greater study when it comes to the familiarity and other affecting factors. The study is aimed at to know about students' familiarity and perceptions of green products. Other factors such as willingness to learn more about green marketing, identifying green product features, preferred mode and source of gaining knowledge about green products, consideration of paying extra money to get such products etc. Students studying in undergraduate and post graduate levels in chosen colleges in Kolkata have been considered for this study