Abstract
Green is the talk of the town. Every other day new strategies and technologies are being invented to fight the deadliest consequences of environmental degradation. The pace at which our Planet is being exploited and environmental problems are increasing, Green Marketing and Green Products have become a necessity. But this ‘green concept’ will only be successful when the awareness level will be high and perception is positive. In this paper perception of consumers about green products in Delhi is being studied. Is the overall perception negative, positive or neutral? Do they appreciate the packaging of green products? Or is there any correlation between perception and various demographic variables of consumers? All these questions are answered in this paper with detailed analysis. Structured and undisguised form of questionnaire was prepared which was distributed to 120 respondents out of which 106 were found to be usable. Any sample above 30 is considered large. Statistical tools like mode, median, frequency distribution, Kruskal-Wallis and One way ANOVA are used to test the hypotheses. This paper will be beneficial to other researchers to get the insight of consumers’ perception about green products, to companies in making the right strategies and policies according to consumer perception and to other organization and institutes who are interested in studying the consumer behaviour regarding Green Products.
Highlights
This paper talks about the perception of consumers towards Green Products and Green Packaging
H5) There is no significant difference in perception among consumers regarding green products based on their age and income
Questionnaire consists of sixty items and is divided into five parts: Demographics, Awareness level about green products, Consumption pattern, Perception and Purchase Intention
Summary
Without luring the consumers towards the product no company can gain competitive advantage in the market. In order to make the first move, company should know their consumers. They should understand their perception, attitude and awareness level so that policies should be framed . The companies adopting green marketing strategies at the earliest are at better position than those who are not. To frame policies and new marketing strategies, the company should understand the perception of consumers towards that particular product. Whether they like the product or not? This paper talks about the perception of consumers towards Green Products and Green Packaging
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