CONSUMER ATTITUDES AND BELIEFS TOWARDS GREEN MARKETING IN INDIA

Abstract

Consumers and governments are adjusting their views toward the environment in order to promote commercial and non-commercial activities that conserve resources and stop additional harm. In order to retain and increase revenues while also preserving the environment, this leads to businesses implementing green marketing strategies. This study tries to analyze the idea of green marketing, its effects on consumer behavior, and how companies might benefit by cobranding goods under a different line. It also tries to explore how businesses are making money by using the idea of green marketing, as well as its sustainability, advantages, tools, and marketing mix. One such movement for environmental conservation that is gaining prominence is green marketing. Many people think that green marketing just includes the promotion or advertising of goods with eco-friendly features. But, green marketing is a much broader idea that may be used even to services. It is related to other concepts such as recyclable, refillable, and ozonefriendly. As a result, a wide range of actions, such as product modification, changes to the manufacturing process, modifications to packaging, etc., are included in green marketing. Various consumer groups have varying degrees of environmental care, and as a result, they have various perspectives on green marketing. Finding the variables influencing customers' attitudes toward green marketing in India is the goal of the current study. The report also emphasizes an analysis of other studies in the field of green marketing and identifies attitudinal characteristics pertinent to the Indian setting.