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Published in:

Volume 7 Issue 3
March-2020
eISSN: 2349-5162

Unique Identifier

JETIR2003062

Page Number

391-397

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Title

GREEN MARKETING: A STUDY OF CONSUMER PERCEPTION AND PREFERENCES IN GWALIOR CITY

ISSN

2349-5162

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"GREEN MARKETING: A STUDY OF CONSUMER PERCEPTION AND PREFERENCES IN GWALIOR CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 3, page no.391-397, March-2020, Available :http://www.jetir.org/papers/JETIR2003062.pdf

Abstract

ABSTRACT Concerns have been expressed by manufacturers and customers about the environmental impact of products during recent decades. Consumers and manufacturers have directed their attention toward environment friendly products that are presumed to be “green” or environment friendly like low power consuming (energy-efficient) electrical appliances, organic foods, lead free paints, recyclable paper, and phosphate free detergents. Indian marketers are also realizing the importance of the Green Marketing Concept. Although a variety of research on green marketing has been conducted across the globe; little academic research on consumer perception and preferences has been carried out in India. This research provides a brief review of environmental issues and identifies the green values of the consumers, their level of awareness about environmental issues, green products and practices. This paper highlights the consumers’ perception and preferences towards green marketing practices and products with the help of a structured questionnaire. High level of awareness about green marketing practices and products was found among the consumers. Green values were also found to be high among the respondents. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers.

Key Words

Consumer, Environmental Pollution, Green Marketing, Perception.

Cite This Article

"GREEN MARKETING: A STUDY OF CONSUMER PERCEPTION AND PREFERENCES IN GWALIOR CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 3, page no. pp391-397, March-2020, Available at : http://www.jetir.org/papers/JETIR2003062.pdf

Publication Details

Published Paper ID: JETIR2003062
Registration ID: 229352
Published In: Volume 7 | Issue 3 | Year March-2020
DOI (Digital Object Identifier):
Page No: 391-397
ISSN Number: 2349-5162

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Cite This Article

"GREEN MARKETING: A STUDY OF CONSUMER PERCEPTION AND PREFERENCES IN GWALIOR CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 3, page no. pp391-397, March-2020, Available at : http://www.jetir.org/papers/JETIR2003062.pdf




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