Determinants of Drivers of Green Marketing and its Impact on Consumer Awareness and Purchase Intention: An India Perspective
Keywords:
Green marketing, Consumer, sustainability, Green products, Social responsibility, Price. BrandAbstract
Green or Environmental Marketing comprises of all activities that generate and facilitate any exchange that is intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs,with little detrimental impact on the natural environment.
Green marketing is a phenomenon which is growing in importance in the realm of marketing.
Impetus for this study came from the fact that not many empirical studies have been conducted in India context and it is vital to understand and garner insights into whether Consumers, producers and manufacturers have an inclination towards environment friendly products that are “green” or environment friendly.
This study is an endeavour to identify and explore the awareness quotient of consumers about Green Marketing and Green products in India. Main objective of this paper is to identify factors affecting the consumer’s awareness and perception and its impact on the consumer’s decision while buying green products.
The target population for this study is city of Bangalore.The data was collected from 206 respondents through convenience sampling method representing appropriate demographics and analyzed. Correlation and Regression was performed.Study revealed that variables such as social responsibility, indifferent attitude,Brand consciousness,promotion,price and awareness play a vital role in influencing the customer’s decision.
Green marketing is relatively a recent phenomenon and awareness amongst consumers and businesses as to how they can reduce the impact on the environment is increasing exponentially.Marketers and investors view this as an opportunity to invest by creating and marketing product that satisfy the customers that are environmental friendly.
However the results revealed that not many are aware about the green products and consider its price to be premium and hence marketers need to realign their strategy accordingly.
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