Volume : I, Issue : IX, June - 2012

Green Marketing – A Consumer’s Perspective in the Indian Scenario

Nidhi Srivastava, Preeti Pillai

Abstract :

The Indian consumer is high on the ladder when it comes to being concerned about the environment. But will he take the plunge and pay more for eco–friendly products. Green marketing is a phenomenon which has developed particular importance in the modern market. Indian ands have taken on the green challenge by aligning themselves with a green cause, by introducing green products, by taking steps to reduce energy consumption and reduce costs, and by emacing green as a business imperative. This paper focuses on understanding the alarming situation of the need of green marketing and organization’s efforts in curbing it. It also focuses on consumer perception and use of green products in the Indian scenario. This paper also emphasizes on the present and future potential for green marketing.  

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Nidhi Srivastava, Preeti Pillai Green Marketing – A Consumer’s Perspective in the Indian Scenario Indian Journal of Applied Research, Vol.I, Issue.IX June 2012

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