Green Consumption Behaviour of Consumerss: An Empirical Study with Special Reference to Bharuch-Ankleshwar of Gujarat State

Abstract

The challenge for today’s marketer in the era of globalization is to keep the customers satisfied and even keep natural environment safe. This is because awareness among consumers about environmental issues such as global warming and the impact of environmental pollution is increasing day by day. The need of the time is protecting environment from pollution and it is a buzz word in today’s business environment. In the modern market an important strategy of facilitating sustainable development is Green marketing which has emerged as an important concept in India as well as in other parts of the developing and developed world. In this research paper, main emphasis has been made of concept, and importance of green marketing. Data were collected from 120 respondents from Bharuch and Ankleshwar City of Gujarat State about sources which brought awareness about green products among respondents; respondent’s awareness and purchase of green products; frequency of shopping green products; place from where shopping of green products made; opinion on selected criteria for green products, recycling of green products, and satisfaction with use of green products. The Paper aims at finding out what actually Green Marketing is all about; Green-Products Consumption Behaviour of Consumers and also offered implications of the study about how can a business firm become more competitive by using green marketing strategies to gain a competitive edge over others. The paper describes the challenges and opportunities businesses have in Indian market and explores with green marketing. Study reveals that awareness about green products among educated and young generation is more and firm must focus on communicating usefulness of their products in protecting natural environment as well as focus on education of consumers in forming opinion about the price, importance to eco certificates, individual benefits, help of products to protect natural environment.