Awareness of Green Marketing and Its Influence on Consumer Perception: An Exploratory Study

The green and environment friendly marketing has gained more importance in India because our country has been facing environmental problems of increased pollution due to industrial growth and development. To prevent environmental degradation, corporate have been identified green marketing as a good marketing philosophy. Nowadays consumers ’perception and attitudes have been changed from grey products to green products. Their awareness towards eco friendly marketing influences their buying behavior. Thus the companies have started making use of environment friendly marketing strategies and techniques through the introduction of more eco friendly products. The increased consumer awareness about the environmental crisis forced the marketers to adopt green marketing strategies. The present study is an attempt to analyze the influence of consumers ’awareness of green and environment friendly marketing on their buying behavior. The data were collected from 100 consumers of personal care products and cosmetics. Sample respondents include 50 men and 50 women. Convenient sampling technique was adopted to select the respondents. A structured questionnaire has been used to collect primary data from the sample respondents. The findings of the study indicate that the awareness of consumers on green marketing has a significant impact on consumer's buying behavior.