The Impact of Green Marketing on Purchase Behaviour of Consumers in Kurnool City

Abstract

Today the considerable international issues are global warming, pollution and climate change. Environmental corrosion has led to businesses changing the way of conducting the business, which leads to the development of green marketing. In the developed countries good amount of research has been conducted on green marketing and consumer behavior. However, there is a noticeable dearth of knowledge pertaining to consumers in Kurnool. Thus, the aim of this research work is to examine the impact of green marketing on the purchasing behavior of consumers among Kurnool city. A survey was conducted on a sample of 100 consumers. The results show that Kurnool citizens have appropriate knowledge on the environmental issues. A large proportion of respondents preferred to patronize socially responsible retailers. Furthermore, respondents preferred green products over standard alternatives. However, they were price sensitive which affected their purchasing decisions. It emerged that there was no significant difference between low and high income earners in terms of price sensitivity, and no significant difference between lower and higher qualified respondents in terms of knowledge and awareness of environmental degradation and green marketing.