Consumer Awareness And Perception Towards Green Marketing: An Empirical Study In Bangalore City

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Ms. Brinda M , Mr. MURALI .V , Mr. S. Chandra Sekhar , Dr. Rajesh Vemula , Dr. Sarita Rana

Abstract

Green marketing refers to the process of selling the products and services based on their interest and environmental benefits to the society. Green marketing is typically practiced by many environmental companies that are committed to environmental and social responsibility. Green marketing is a new strategy to protect society and environment. The main thrust of the study is to measure the relationship among consumer awareness and perception toward green marketing with reference to Indian Tobacco Company (ITC) Limited. Study finds that there is positive association between gender and annual income of ITC consumers in Bangalore city and concluded that there is relationship between consumer awareness, consumer perception, environmental concerns, and consumer buying decision of green marketing products of ITC cosumers in Bangalore city.

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