Green Marketing: A Study of Consumer Perception and Preferences in India

Abstract

Recently, issues have been expressed by means of manufacturers and clients approximately the environmental
impact of products. Consumers and producers have directed their interest closer to environment pleasant
merchandise that are presumed to be “inexperienced” or environment pleasant like low power ingesting
electric home equipment, natural meals, lead free paints, recyclable paper, and phosphate loose detergents. Indian
marketers are also understanding the significance of the green advertising and marketing idea. Although a
ramification of research on green advertising has been conducted throughout the globe; little educational
research on patron belief and choices has been carried out in India. This studies offers a brief assessment
of environmental problems and identifies the inexperienced values of the consumers, their level of focus
about environmental problems, inexperienced merchandise and practices. This paper highlights the
purchasers’ notion and possibilities closer to green advertising and marketing practices and products with the
assist of a based questionnaire. High degree of recognition about green advertising practices and
merchandise became determined among the purchasers. Green values were also determined to be high
amongst the respondents. Research has given appropriate insights for marketers of the green products and suggests
the need of designing the marketing communication campaigns selling green merchandise because of high
green value among the customers. Results of regression analysis famous the view that basic inexperienced values,
attention about inexperienced products and practices and the perception regarding seriousness of advertising and
marketing organizations toward inexperienced advertising had wonderful substantial impact on consumer
persuasion to buy and decide upon green merchandise over traditional merchandise.