Green Marketing–The Greener Roads Ahead

Abstract

In this era of globalization, it's a big challenge to attract customers and even bigger a challenge to retain them without causing damage to the environment - the biggest need of hour. Today's Consumer is well aware of the environmental issues like; global warming and the impact of environmental pollution. Thus no marketer can think of ruling the market by compromising on any of these issues. This eco-friendly concern of buyers and manufactures gave rise to the phenomenon called Green marketing.

Green Marketing basically signifies marketing of Goods and Services in a manner so as to satisfy the demands of consumer that too by causing minimum detrimental effect on the environment.

Green marketing is in its infancy stage in India. The consumers here are gradually learning the concept of Green. In such a scenario, it becomes very important to first identify the product category where it can be launched safely and successfully.

The basic objective of this paper is to identify the niche areas where green marketing could be practiced successfully. The paper also attempts to find the impact of income over the preference of consumers towards Green products.

Research in hand is based on Primary as well as Secondary data. Primary data will be collected through a questionnaire survey and in depth interviews over a sample of 400 women in Pune, Maharashtra India, belonging to different Age and Income groups.

The research conclusively proves that Consumers belonging to different age&Income group have a positive attitude towards certain segments of Green Marketing discussed in details in the Paper.