GREEN MARKETING COMMUNICATIONS AND ITS IMPLICATIONS ON CONSUMERS’ BUYING PERCEPTIONS IN INDIA
Abstract
The fast usage of natural resources, over past several decades is the root cause of environmental issues which is posing a threat to human. Hence, a "movement" for environmental protection has taken a grip. “Green Marketing” is an emerging area which refers to a form of marketing that focuses on bringing attention to environmental concerns. “Green marketing communication" (GMC) is extension of “Green Marketing” which refers to a activities that are conducted with the purpose of drawing the attention of customers to the qualities of green products and to the extensive number of eco-friendly practices that are carried out by businesses. The paper examines the effect of “level of attention paid by consumers to the GMC on consumers' “green purchasing behavior” and how gender, green attitudes, and education relate attentiveness of the consumers to GMC by survey collected from employees, students, business owners and homemakers.
Keyword : Green Marketing, Green Marketing Communication, Green Attitude, Consumers’ buying perceptions, Sustainable Business, Sustainability
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References
Prof. Dr Nilesh Kulkarni - Ph.D. (Financial Management), MBA (Marketing), PGDBM (Marketing), B.E (Electronics) Prof. Dr Nilesh Kulkarni has varied experiences to his credit from Industry as well as Academics. He is PhD in Financial Management from Pune University. He got industry experience of seven years in the areas of Manufacturing, Banking, and Insurance Industry. From the last twelve years he is in the field of academics and has taught various subjects in Marketing and General Specialization at Post Graduate level courses affiliated to Mumbai University. He is consistently being rated as good marketing faculty by students across Mumbai colleges. He is also trained in Harvard Based case study method of teaching. His research areas include Insurance, Consumer Buying Behaviour, International Business, Marketing communications and Marketing Management. He got several papers published in national as well as international research journals and conference proceedings. Currently he is working with S P Mandali’s Prin L N Welingkar Institute of Management Development & Research, Mumbai as Associate Professor Marketing & Program In-charge PGDM batch 3