Green Marketing to Young Adult Students: Is It Effective or Not? (A Research on the College Students of India in the Age Group of 17-25)

Abstract

Green Marketing involves building lucrative customer relationship with concern and care for the environment. The aim is to reduce the negative effect of the organisation’s activities on the environment and make the entire process from production till supply of product eco-friendly. Almost all the organizations across the world are engaging in this process but are unaware of the results which this campaigns/process are generating. This research paper aims to study the effectiveness of green marketing by the firms on a specific consumer group i.e. students in the age group of 17-25.Many companies like Classmate(ITC), Coke derive a substantial market share from the student consumer groups. For companies to be successful in green marketing campaigns, they need to ensure that consumers are actually aware of the idea of this concept. They should have a concern about the nature & environment. Then only, they will be affected such campaigns otherwise the efforts will be wasted. Keeping this thing in mind, the research invokes mind-boggling facts which can significantly affect the behavior of various consumer good companies.