Volume : 7, Issue : 1, January - 2018

CONSUMER AWARENESS AND PERCEPTION TOWARDS ECO-FRIENDLY PRODUCTS-AN EMPIRICAL STUDY

M. L. Ashok, Dr. T. Aswathanarayana

Abstract :

<p>&nbsp; As resources are limited and scarce while human wants are unlimited, it is important for the marketers to utilize the resources effectively and efficiently without wastage as well as to achieve the organization&lsquo;s objective. Green marketing is inevitable for the attainment of long-term mission and vision of an organization. There has been rising awareness among the consumers all over the world concerning protection of the environment. The last decade has seen a progressive increase in the environmental consciousness across the globe and consumers are becoming more concerned about it. However, despite positive forecasts, demand for eco-friendly products has not shown enough growth as expected. Thus, this study endeavors to explore why people do not buy environmentally friendly products by finding out which are the main constraints impeding them to translate their green intentions into actual purchase behavior. Needless to say, paramount significance is going to be attached to eco-friendly products as they shall come to occupy the centre stage in the market in future years. Corresponding with that, there will be a shift in consumer perception towards eco-friendly products in the coming years although at a low pace. In recent times, environmental issues have received a great deal of discussion in the field of marketing. When the society becomes more concerned with the natural environment, businessmen have begun to modify their behaviour to address the society&rsquo;s new concern. With the growing awareness about the implication of global warming, non-biodegradable solid waste, harmful impact of pollutants, both marketer and consumers are switching to eco-friendly products.</p>