Customers Perception towards Green Products and Green Marketing

Abstract

This research study aims to explore the concept of green products and green marketing. Indian consumers are observed with changing their preferences towards green products. Initially this change was observed only in electronic products but now same is observed in all the segments of the products. Consumers prefer the products having less harm or no damage to the environment. Human needs and wants are unlimited but manufacturer should think that natural resources are limited. Therefore this study makes an attempt to understand the awareness of customers towards green products, their perception towards environment and their willingness to buy the green products. For this study, data was collected through 457 respondents. From the responses it has been observed that awareness of green products influences customer’s willingness to try green products. As well as, it is found that the customers willing to purchase green products are more environmentally conscious.