Consumers’ Awareness Towards Sustainable Marketing Practices: A Study in Consumer Electronics Industry

Abstract

Sustainability is presumed as a key concept in today’s scenario and more and more companies are jumping on this bandwagon to be successful. The present study is an attempt to understand the extent of awareness amongst consumers’ towards sustainable marketing practices adopted by the companies in consumer electronics sector. Another purpose of this paper is to analyze if there exist any difference in the awareness of consumers based on the demographics like gender and age. The study was conducted by collecting data from 204 consumers of electronic products like laptop, mobile phone, etc. Convenient sampling technique was chosen to select the respondents for the study. A structured questionnaire has been used to collect primary data from respondents in the last quarter of 2021. Descriptive statistics and inferential statistics are used for analyzing the data. The results show that there is fair level of awareness amongst consumers of the term sustainable marketing, its products, and practices.