Green Marketing: A Study of Consumer Perception and Preferences in India

Mayank Bhatia · Amit Kumar Jain

162 citations0/0 files storedElectronic Green Journal

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Environmental Sustainability in Business Sustainable Supply Chain Management Environmental Education and Sustainability

Abstract

Concerns have been expressed by manufacturers and customers about the environmental impact of products during recent decades. Consumers and manufacturers have directed their attention toward environment friendly products that are presumed to be “green” or environment friendly like low power consuming (energy-efficient) electrical appliances, organic foods, lead free paints, recyclable paper, and phosphate free detergents. Indian marketers are also realizing the importance of the Green Marketing Concept. Although a variety of research on green marketing has been conducted across the globe; little academic research on consumer perception and preferences has been carried out in India. This research provides a brief review of environmental issues and identifies the green values of the consumers, their level of awareness about environmental issues, green products and practices. This paper highlights the consumers’ perception and preferences towards green marketing practices and products with the help of a structured questionnaire. A study was conducted on 106 respondents. High level of awareness about green marketing practices and products was found among the consumers. Green values were also found to be high among the respondents. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers. Results of regression analysis reveals the view that overall green values, awareness about green products and practices and the perception regarding seriousness of marketing companies towards green marketing had positive significant impact on consumer persuasion to buy and prefer green products over conventional products.

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References

1995Green and competitive: ending the stalemate 1997Green Buying: The Influence of Environmental Concern on Consumer Behavior 1994An Introduction To Green Marketing 2000Green and Competitive: Ending the Stalemate 1984Socially Responsible Consumers: Profile and Implications for Public Policy 1999Green Marketing: Opportunity for Innovation 2012Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products 1991Corporate social responsibility: A critical approach

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