A STUDY ON CONSUMER PERCEPTION TOWARDS GREEN MARKETING WITH REFERENCE TO BENGALURU

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Ms. M Padmaja Vani

Abstract

Dates back to 1980’s were Green Marketing was first coined. Climate change, increasing globalisation, Industrialisation has given more focus towards green marketing among Industrialists as well as consumers. The recent study says that firms are becoming more concerned about their social responsibility. They have taken social responsibility as a good strategic move to build up an image in the heart of consumers. Change in customers attitude with increasing concern about environment, consumers attitude towards firms having green policies or green products like low power consuming(energy efficient), organic food, lead free paints, recyclable papers, phosphate free detergents, electrical appliances are becoming motivating factors.


 This paper is an attempt to study consumer’s perception and preferences towards green marketing practices and products in Bangalore. The data were collected from 100 respondents.  Convenient sampling technique was adopted to select the respondents. A structured questionnaire has been used to collect primary data from the sample respondents. The statistical findings implicated a strong association between marketing strategies, product factors; consumer green values and consumer perception The study indicate that the awareness of consumers on green marketing has a significant impact on consumer's buying behaviour. 

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