A study on customer awareness of green marketing and green brand effectiveness

Green marketing is a concept which has been existing for decades but has still not been brought to the forefront. Given the emphasis on environment friendly products, the question arises whether companies should invest heavily on green marketing and developing green products or whether they should resort to Eco-labelling of their existing products ranges. This study analyses the factors such as customer awareness of green brands, customer perception regarding price, availability, greenness and effectiveness. The study also analyses whether the customers perceive companies marketing green products as being socially responsible. The relevance of the study can be understood by the fact that in a country like India, there is still no certification which is widely accepted for certifying green brands. Developing and marketing green brands still remain a costly affair for the companies and covers the entire life cycle of the product right from conception to the ultimate disposal of the product.