Green Marketing Awareness As A Correlate of Green Consumerism of Undergraduate Students of University of Calicut in Kerala

Green Marketing Awareness and Green Consumerism emphasises environmental stewardship. The world is currently facing the environmental sustainability problems and environmental issues are influencing and changing the patterns of human life and activities on this planet. Education is a significant strategy for reforming the perceptions and attitudes of students for benefitting the environment and society. The present study was an attempt to find out the Green Marketing Awareness as a correlate of Green Consumerism of students attending the Bachelor Degree of Commerce in government and aided colleges of University of Calicut in Malappuram and Kozhikode districts of Kerala. The tools used for the study were Green Marketing Awareness test and Green Consumerism Assessment Scale (Musthafa & Sajila, 2011) for assessing the students. The study found that there were significant differences in the Green Marketing Awareness and Green Consumerism of undergraduate students in most of the sub samples. The present study also revealed the positive relationship between Green Marketing Awareness and Green Consumerism. This means that if there is an adequate Green Marketing Awareness, there will be Green Consumerism. It is therefore essential to pay heed to nurturing the new generation on becoming ecologically conscious consumers who will try to protect the environment in different ways to maintain the quality of life of society for sustainable living.