“A DEMOGRAPHIC STUDY ON GREEN MARKETING AND ITS IMPACT ON CONSUMER BUYING BEHAVIOR”

Abstract

Abstract - Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced in an environmentally friendly way. Green product‘s quality should be better than standard products. There is a need to build trust among the consumers about the quality and durability of green products, which can be seeded through positive green marketing campaigns which can result into making consumers to use the green products at least once. Indian market Customers too are ready to pay premium price for green products which are eco-friendly. One thing that is being reiterated is that the current consumption levels are too high and are unsustainable. Therefore there is a need for green marketing and a need for a shift in the consumer‗s behavior and attitude towards more environment friendly life styles. In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. This research paper emphasizes on concept, need and importance of green marketing and explores the Current Scenario of Indian market; challenges and opportunities businesses have with green marketing. The paper also examines the green marketing impact on consumer buying behavior. The research purpose indicates that this study is primarily descriptive. and following a quantitative approach form & analytical method of research is followed. The representation of the results was predominantly through the use of reliability, normality, Independent sample test and ANOVA. Both Primary sources ( self designed Questionnaire) and secondary sources such as Books, periodicals, magazines, journals, web, etc. were used for Data Collection. Keywords: Environment, Marketing, Green Marketing, Globalization, Sustainable Development, Green consumers, Consumer buying Behavior.