Environmental Advertising and its Effects on Consumer Purchasing Patterns in West Bengal, India

Abstract

This paper focuses on the green buying behaviours of Indian customers esp. with reference to West Bengal state and finds the crucial factors which marketers should take into consideration while devising green advertising strategies. On the basis of previous literature a model was developed and tested having a sample size of 400 students studying in different educational institutions of India. Mean score of different items were found followed by two step regression analysis. Research findings divulge that Indian customers have adequate exposure to print and broadcast media but television advertising is preferred. Indians have concern about their environment and are intend to buy green products. In fact studies further suggest that Indians are among the greenest friendly countries. Indian customers are pragmatic and advertisers should include maximum information about the product while devising green advertising strategies. The current study has been conducted with small sample size. Besides that the use of students sample may not be an adequate representative of the general population. The skipping of internet and outdoor advertising further limits the scope of the paper. This paper will provide marketers a new insight to comprehend the market of India. It also endows the researchers with understanding of emerging Indian customers attitudes towards green products .

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