THE EFFECT OF GREEN MARKETING ON CONSUMER PERCEPTION - WITH SPECIAL REFERENCE TO MADURAI CITY
Abstract
Environment issues is an excited topic recent days as almost every countries government and society has started to be more aware about green marketing issues, The term "green" here refers to purity; green means pure in quality and fair or just in dealing. Green marketing strategies such as production and consumption, disposal of eco-friendly products, reduced production waste in both energy and material, and making products reusable and recyclable will benefit the industry. Now a day’s consumers prefer environmental friendly products but their purchase decision varies by lack of awareness towards green marketing issues as well as knowledge of eco-friendly label influences the consumer behavior and helps to increase the knowledge on green production. The present paper is going to look on perception of consumers regarding green initiatives in production process and to check the impact of production activities on environment. This study was based on the literature review and it was conducted a questionnaire to 100 customers. The analysis of the results show customers tend to be influenced by green marketing practices and are more motivated when aware of the environmental issues.
Keyword : Green Marketing, Consumer, Perception, Product
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References
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