Volume : 6, Issue : 6, June - 2017

UNDERSTANDING THE IMPACT OF GREEN MARKETING ON CONSUMER�S BUYING BEHAVIOR IN INDIA

Dr. Deepak Agrawal, Ms. Meghna Singh

Abstract :

<p>&nbsp;<b style="text-align: justify;"><span style="font-size:10.0pt;mso-bidi-font-size:9.0pt;line-height:150%;font-family:&#10;&quot;Times New Roman&quot;,serif">Environmental pollution is one of the most serious concerns towards civilization&nbsp; on our planet today. The increasing economic development, rapid growth of population and industries in India is putting lots of strain on the countrie&rsquo;s environment and the natural resources. The concept of green marketing had emerged since the first EARTH DAY in 1970. To increase awareness of consumers towards green products Indian government launched an Eco -mark scheme in 1991. I</span></b><b style="text-align: justify;"><span style="font-size:10.0pt;mso-bidi-font-size:&#10;9.0pt;line-height:150%;font-family:&quot;Times New Roman&quot;,serif">n spite this concept has not gained momentum in the country. This paper tries to conceptualise the concept and to determine the awareness among the Indian consumers and tries to understand the responsibilities to be barred by Indian corporates. <span style="color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">In this regards a survey was done in Indore and Jabalpur green marketers and users. The study revealed a lack of awareness among customers and effectiveness among marketers. The extra efforts are required to popluarise this concept.</span></span></b></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height:&#10;normal;mso-layout-grid-align:none;text-autospace:none"><span style="font-size:&#10;9.0pt;color:#0D0D0D;mso-themecolor:text1;mso-themetint:242">&nbsp;</span></p>