CONSUMERS AWARENESS TOWARDS GREEN MARKETING PRACTICES WITH REFERENCE TO CONSUMER ELECTRONICS AND HOME APPLIANCES SECTOR

Abstract

Green marketing is a popular concept in today's marketing world as it emphasizes the use of eco-friendly tactics by various marketers in their campaigns. The researcher has attempted to study the awareness of consumers towards Green marketing practices by selecting consumer electronics and home appliances sector related to two products viz., Television and Refrigerators. For this purpose, a sample size of 400 respondents is drawn by employing stratified sampling techniques in Uttar Kannada district of Karnataka has been selected. Percentage technique was used to describe the demographic profile of the study area, and the Chi square test was used to determine whether there was a significant relationship between level of awareness and living place. The study's findings revealed that in the television product category, Green price, Green place and Green promotion have significant associations, whereas in the green product category, awareness of the ROHS phrase, recyclable labels, and eco-friendly packaging that benefits the environment has no significant association which denotes that level of awareness is ineffective in rural and urban areas. Further considering refrigerator product category, Green Price and Green place are significantly associated whereas in Green product it is found, awareness of adoption of 3R’s by refrigerator brands, eco friendly ink used on product packages and Green promotion through internet, print and television media has no significant association. As a result, all companies marketing television and refrigerator brands must emphasize on environmentally features like ROHS compliance, environmentally friendly packaging involved in product, benefits of eco-friendly packages, adoption of 3R’s (Reduce, Reuse, Recycle) by companies, Eco-friendly ink used for print on packages instead of just concentrating on offers/discount and product design