An empiricalimpact of green marketing-consumer's purchase sensitivity in east Godavari district

Green marketing is going to be proactive topic with it steps into the world of the consumers where consumers are not only aware for the multiple brands and their perceived quality but also they have started to pay more attention to the environment and thereby becoming more eco friendly. Therefore the companies are also exploring the various ways for communicating with the customers so that customers can be retained as loyal for long by adopting green management The aim of the study is how consumer purchasing behavior is affected by the green marketing by the usage of some certain eco-friendly products in few selected regions of East Godavari District. This study is also aimed at knowing about the following parameters. 1) To examine the life style measures of the consumers 2) To analyze the perception measures of the consumers about the eco-friendly products 3) To understand the attitude measures and intentions of the consumers towards the usage of eco-friendly products. The results from this illustrates how the 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”.