UGC Approved Journal no 63975

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 6 Issue 2
February-2019
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIRY006035


Registration ID:
196368

Page Number

197-204

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Title

IMPACT OF GREEN MARKETING ON THE PURCHASE BEHAVIOUR OF GENERATION Y

Authors

Abstract

Green Marketing can be defined as “all efforts to produce, distribute, promote, package and reclaim products in a manner that is sensitive or responsive to ecological concerns”. Marketers have been able to develop new ways of thinking and adapting themselves to the market by utilizing sustainable marketing or green marketing. One of the factors explaining the emergence of green marketing is due to the increasing concern among individuals for sustainability. Therefore it is vital to incorporate this discourse in the world of marketing. Company statements about their products are sometimes misleading or inaccurate; they claim that their products are environmentally friendly and/or ethically conscious but the fact may not be true. They enhance the value of their product whilst misleading consumers this is known as Green Washing. The Generation Y is more aware and educated regarding sustainability. They are the future population and they seem to have a different mindset towards consumption and ethically conscious products. They are more prone to wanting a substance behind a purchase, meaning that younger individuals gather more information before purchasing a product. This study explores the impact of green marketing on the purchasing behaviour of generation Y consumers. Generation Y consumers represent the future of our society. By understanding their green purchase behavior, organisations can establish sustainable marketing strategies that appeal to this particular segment. Businesses are of the conception that adapting greener strategies costs money and they need to understand the impact this has on their largest consumer segment (generation Y) to avoid taking unnecessary risk.

Key Words

sustainability, Green Washing, sustainable marketing strategies, green purchase behaviour

Cite This Article

"IMPACT OF GREEN MARKETING ON THE PURCHASE BEHAVIOUR OF GENERATION Y", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.197-204, February-2019, Available :http://www.jetir.org/papers/JETIRY006035.pdf

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2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"IMPACT OF GREEN MARKETING ON THE PURCHASE BEHAVIOUR OF GENERATION Y", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp197-204, February-2019, Available at : http://www.jetir.org/papers/JETIRY006035.pdf

Publication Details

Published Paper ID: JETIRY006035
Registration ID: 196368
Published In: Volume 6 | Issue 2 | Year February-2019
DOI (Digital Object Identifier):
Page No: 197-204
Country: -, -, - .
Area: Engineering
ISSN Number: 2349-5162


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