A Study on Consumers` Buying Behavior In Relation To Green Products

Abstract

Environmental issue is a sizzling topic nowadays as almost every country`s government and society has started to be more aware about these issues. This paper will be discussing the green marketing and its sustainability as well as the tools and marketing mix of green marketing. Other than that, the green consumer and branding will be discussed in further in this paper as this will attract more consumers. Lastly, firm will be benefited once green marketing strategy is applied. Customer’s attitudes are changing towards the environment to encourage innovation for conservation and the benefits from this source of innovation are certain to outlive our current generation. It reports the results of a consumer product survey using a questionnaire based on the Dunlap and Van Lire Human Exemptionalisn Paradigm, (HEP),- New Ecological Paradigm, (NEP), environmental survey and the Roper Starch Worldwide environmental behavior survey. The paper suggests that the Indian market for greener products could be exploited more within consumer groups that have pro environmental values.

Keywords:

        Marketing, green marketing, environment, consumer product, Worldwide environmental, green marketing strategy, environmental survey Human Exemptionalisn  Paradigm, (HEP),- New Ecological Paradigm, (NEP).