A STUDY OF CONSUMERS ATTITUDE TOWARDS GREEN MARKETING

Abstract

Green marketing is business practice that considers the consumer concerns about promoting preservation and conservation of natural resources. The study was concentrated particularly on the Maharashtra state in India. The research used the quantitative approach with questionnaire as the research instrument. It included basic socio-demographic questions followed by questions on consumers; environmental beliefs and environmental behavior. The results were analyzed using primary as well as secondary data which was collected through different sources of evidence, in addition to books, journals, websites and newspaper. With the increasing environmental problems all over the world there is a need to protect the natural environment of the earth and to protect it the awareness among the customer along with their will to buy green products are found out in the study. Corporate world plays the major role in green marketing, along with individuals’ corporates are also responsible for the environmental changes. The steps taken by the companies for green marketing and the response they got from the consumers is the major issue of concern because its impacts are at higher level which is studied in the paper.