Green marketing term paper

Web development by blackwave to main contentuclaescholarship at …uc berkeleyuc davisuc irvineuclauc merceduc riversideuc san diegoucsfuc santa barbarauc santa cruzuc office of the presidentlawrence berkeley national laboratoryuc agriculture & natural resourceselectronic green journalsubmitmanagesubmissionsdownload pdfmainpdfcitationendnoteshareemailfacebooktwittergreen marketing: a study of consumer perception and preferences in india2013bhatia, mayankjain, amitet al. Consumers and manufacturers have directed their attention toward environment friendly products that are presumed to be “green” or environment friendly like low power consuming (energy-efficient) electrical appliances, organic foods, lead free paints, recyclable paper, and phosphate free detergents.

Although a variety of research on green marketing has been conducted across the globe; little academic research on consumer perception and preferences has been carried out in india. This research provides a brief review of environmental issues and identifies the green values of the consumers, their level of awareness about environmental issues, green products and practices.

This paper highlights the consumers’ perception and preferences towards green marketing practices and products with the help of a structured questionnaire. High level of awareness about green marketing practices and products was found among the consumers.

Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers. Results of regression analysis reveals the view that overall green values, awareness about green products and practices and the perception regarding seriousness of marketing companies towards green marketing had positive significant impact on consumer persuasion to buy and prefer green products over conventional contentdownload pdf to viewview the password to open this pdf file:Articleabstractmain contentmetricsauthor & article inforeview: toms river: a story of science and salvationanderson, byron p.

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