Volume : V, Issue : I, January - 2015

Green Marketing–an Exploratory Research on Consumers in Udaipur City

Ms. Priyanka Sharma

Abstract :

The term Green Marketing is the buzzword used in industry which is used to describe business activities which attempt to reduce the negative effect of the products/services offered by the company to make it environmentally friendly. The research study is on the green marketing specifically on consumers’ attitudes and purchase intention of eco–friendly products. The objective of this study is to determine the relationship between the socio demographic variables towards the consumers’ perception towards the green concept. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco–friendly products. Structured questionnaire was design as an instrument to gather information on green consumer perception and 100 submitted their responses to the questionnaire. Descriptive analysis and Chi–square is used to accomplish the objectives of this study. The result shows that selected socio–demographic variables such as education level, income, age and marital status significantly influence the consumers’ perception towards the green concept. The results also indicate that consumers’ opinion about going green is the best way to save the environment and make green products and green practices available in Udaipur.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Ms.Priyanka Sharma Green Marketing-an Exploratory Research on Consumers in Udaipur City Indian Journal of Applied Research, Vol.5, Issue : 1 January 2015

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