Abstract
“Green Marketing” refers to holistic marketing concept wherein the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc. Both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services (Mudhassir, 2010). .Green consumers can be defined as one:-“Who is mindful of environment related issues and obligations, and is supportive of environmental causes to the extent of switching allegiance from one product or supplier to another even if it entails higher cost”. Thus the purpose of the research was to explore the concept of green marketing, or green products in relation to consumer behavior. Samples were selected through random sampling. 70 college going students of Aligarh Muslim University participated in the research. Green consumer value scale by Haws et al (2010) and sustainability endorsement scale by William A.McConochie were used to measure the consumer behaviour. For statistical analysis Pearson correlation was used.
Highlights
ABSTRACT: "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, nonbiodegradable solid waste, harmful impact of pollutants etc
The detrimental consumption behavior of the human being is a cause of the environmental degradation.(Islam & Zabin,2003).That is why the consumer behaviour and attitude transit towards the green product or green marketing concept
As far as marketing is concerned, it is defined as a marketing of industrial products and services. It especially emphasis in marketing of a specialized kind of product which is known as Green Product(it includes goods such as fuel efficient cars or recycled products as well as green ideas such as save oil or conserve natural habitat)
Summary
ABSTRACT: "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, nonbiodegradable solid waste, harmful impact of pollutants etc. "Green Marketing" refers to holistic marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants, etc Both marketers and consumers are becoming increasingly sensitive to the need for a switch into green products and services. Most of the studies are done in developing countries and captures that population, whose standard of living, taste and preference are totally different from us, but such studies, is not valid in the context of developing countries where most of the people are on the middle level income group This exploratory research discussed the concept of green marketing and it connection with consumer attitude and perception. Statistical tool usedThe collected data had been analysed by using mean rating scale, correlation, pie chart and bar diagram
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