Consumer Attitude Towards Green Marketing in India
Year: 2012
Type: preprint
Abstract: Maintaining ecological balance is a major issue confronting the corporate world today. The damage done to the environment has already crossed the threshold and reached alarming limits. Non-replenishable natural resources are getting depleted at a rapid pace. Generation of waste, including biodegradable pollutants, is increasing enormously. All these negative developments have forced mankind to think more seriously about conserving the environment. Green marketing is one such initiative towards environment protection, which is gaining popularity. Many people believe that green marketing refers solely to the promotion or advertising of products with environment-friendly characteristics. Various terms such as recyclable, refillable, ozone-friendly are related to green marketing, however, green marketing is a much broader concept and it can be applied even to the services. Thus, green marketing incorporates a broad range of activities which include but are not limited to product modification, changes to the production process, packaging changes, etc. Different groups of consumers have different levels of environmental concerns and thus different attitudes towards green marketing. The objective of the present study is to identify the factors representing consumers’ attitude towards green marketing in India. The paper also focuses on the review of prior research works done in the area of green marketing and identifies attitudinal dimensions relevant to the Indian context.
Source: SSRN Electronic Journal
Author: Sourabh Bhattacharya
Institution: Institute of Management Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2226510390