Green Marketing

Abstract

In recent years, customers are much more worried about the environment and showing their concern toward it. Hence, the usage and demand for such products have increased. Looking at this buying attitude of customers, firms have started shifting their production toward green products by which they not only fulfill the market demand but also create a competition among the rivalry firms. Government is also forming new rules and regulations for the companies and now it is compulsory for them to be socially responsible toward the environment. This study is based on the awareness and attitude of a consumer with respect to green or organic products and their marketing in consideration of green practices being followed by the companies. With the help of a structured questionnaire, customer preference and perception toward the green marketing are highlighted. Kolkata was the data collection point. With the help of chi-square test, we came to conclude that there is a significant association between age and gender with respect to different companies’ green marketing practices. Age group of 18–28 is agreeing more on the green marketing practices than other age groups, and females are agreeing more on the companies’ green marketing practices than males.