Abstract

Green marketing refers to the marketing of goods and services based on their environmental benefits. These products or services are basically environment friendly in nature and they are produced and packaged in an Eco friendly manner. Thus the term green marketing is known in different names such as environmental marketing, ecological marketing, eco-friendly marketing and sustainable marketing. All the products and services under green marketing are assumed to be environmentally safer and mostly preferred by the consumers. The concept of green marketing has developed with an intention to protect the environment. In green marketing goods are manufactured and marketed using green processes. Green marketing aims to satisfy all the needs and wants of consumers without causing any harmful impact on environment. It covers a wide range of activities like product development and modification, changes to production process, sustainable packaging, modifying advertising etc. It is an important marketing approach with growing awareness regarding negative impacts of global warming, non bio-degradable solid waste, harmful effects of pollutants etc. This particular study focuses on the consumer’s attitude towards green marketing and green products and how it influences their buying behavior. Analyzing the awareness level of consumers regarding green marketing and identifying the factors influencing consumer buying behavior on green products are the other important objectives behind conducting this study.