• Shreyansh Tiwari
• Dr. Niket Shukla

Today, protection of environment and nature is the most burning topic around the globe and governments of almost all the countries as well as society has taken a step to get more aware about it as well as protection of environment. Consumers are also started getting more and more aware of the environmental issues like; global warming and the impact of environmental pollution. This leads to a trend of green marketing used by the firm as one of the strategies in order to gain profit and protect the environment. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. An attempt in this paper has been made to know the perception and attitude of consumers towards green marketing by taking example of Patanjali products and selecting research area as Bilaspur city. This study concludes that consumers were aware about the green products and its benefits and also possess positive attitude towards such products.

Green Marketing, Buying Behaviour, Patanjali, Organic, Biodegradable, Satisfaction, Brand, Ecological

"PERCEPTION AND ATTITUDE OF CUSTOMERS TOWARDS GREEN MARKETING – A CASE STUDY OF PATANJALI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.409-415, April-2019, Available :http://www.jetir.org/papers/JETIR1904Q66.pdf

"PERCEPTION AND ATTITUDE OF CUSTOMERS TOWARDS GREEN MARKETING – A CASE STUDY OF PATANJALI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp409-415, April-2019, Available at : http://www.jetir.org/papers/JETIR1904Q66.pdf