EFFECT OF GREEN MARKETING ON CONSUMER BEHAVIOUR - A STUDY WITH PARTICULAR REFERENCE TO WEST BENGAL (INDIA)

Environment friendly, so called green marketing has become a discussed subject and companies are constantly trying to find the best ways to reach the customers with their green message. Customers are becoming more demanding and they have started to pay more attention to the environment. What is important with brands is how customers perceive them, what the image of the brand is. The aim of this study is to find out how consumer behaviour is influenced by Green Marketing by Companies. The research study took place in Asansol sub division in Burdwan district in West Bengal state, India, during the August 2012. A questionnaire was designed in order to find out how people perceive Green marketing and how aware they are of the “environmental contribution” that is being made by the companies. The question we wanted to find a respond to where “Whether the purchasing behaviour of consumers is affected if companies go green?” The results from this illustrates that companies need to increase their communication with the customers for going green, and that attributes like price and quality are more important than “environmental responsibility”.