Table of Contents

2017 Month : October Volume : 3 Issue : 4 Page : 165-167


Sonalee Rajrajeshwar Telang1, Chintan Suryakant Prajapati2

Corresponding Author:
Sonalee Rajrajeshwar Telang,
Assistant Professor,
Department of Management,
Sigma Group of Institutes,



Continuous increasing awareness on the various environmental challenges has led a shift in the way consumers go about their life. There has been a change in consumer behaviour towards a green lifestyle and the environment to encourage innovation for conservation, and the benefits from this source of innovation are certain to outlive our current generation. Consumers are actively trying to reduce their negative impact on the environment. In order to protect the environment and to improve the quality of life, issues that include conservation of natural resources, reducing environmental pollution, protecting endangered species, and control of land use need to be addressed. Organisations have seen this change in consumer behaviour and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. Companies are finding that consumers are willing to pay more for a green product. The three R’s of environmentalism are Reduce, Reuse, and Recycle which are important to consider by many organisations and supports green marketing. In the current era of globalisation, it has become a challenge to keep the consumers in fold and even keep our natural environment safe and that is the biggest need and challenge of the time. Green marketing is a phenomenon which has developed particular importance in the current market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. Green marketing in a broader sense is an ethic and corporate social responsibility because it helps business to become socially responsible as well: to provide better products, improve working conditions and contribute to the community. This paper investigates consumer beliefs and attitude on environment protection and their purchasing behaviour of eco-friendly products. This paper also focuses on the success of efforts put by marketers in bringing green brands awareness in consumer’s mind. This paper will attempt: 1. To introduce the terms and concepts of green marketing; 2. To briefly discuss why going green is important; 3. To examine some of the reason that organisations are adopting a green marketing philosophy; 4. To mention some of the problems with green marketing.



Green Marketing, Consumer’s Beliefs, Green Products, Environment, Social Responsibility.

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