Comparative Study of Green Marketing's Effect on Urban Consumers and Rural Consumers

Abstract

Environmental complications throughout the world have steered government and companies gradually to shift their focus on green marketing and green products. Consumers today also are a stakeholder of this initiative as without them all the efforts in this regards would fail. The main objective of present research is to explore and understand awareness and attitude of urban and rural consumers towards green products and services and green marketing initiatives by companies, for which a comparative analysis was done in Cuttack, Bhubaneswar and 10 villages outside of 70 km radios. Variables like age, income, gender, qualification and regional differentials were taken in consideration for the study. Employing stratified random sampling technique and a five point Likert type scale, the data was collected from the regions. Subsequent analysis was done through various statistical methods including reliability statistics (Cronbach’s alpha), descriptive statistics (mean and standard deviation), chi square test, bivariate correlation, one way analysis of variance (ANOVA) and related procedures of multiple comparisons (Games-Howell test) and Levene Statistics for test of homogeneity of variances. Findings suggest that the green marketing have an greater effect on the consumers of Cuttack and Bhubaneswar than that of the people living in the rural areas.