Vaishali Sethi, Dr. Manvinder Singh Tandon
2016 ELK Asia Pacific Journal of Marketing and Retail Management  
Keywords: Green product, purchasing behavior, green marketing, awareness, perception, eco-friendly products, green consumer. Students are becoming more aware of environmental issues and desirous of purchasing ecofriendly products i.e. green products. The present study is an attempt to investigate awareness, perception and purchase intention towards green products among students in Delhi-NCR. College students were surveyed at a private college affiliated to Guru Gobind Singh Indrapastha
more » ... y in the Delhi to determine if they considered green marketing when they made purchases. Of the 75 students surveyed, 56 gave valid responsive questionnaires out of which 48 were aware of green marketing and 8 students were not at all aware of the same. The findings of the study reveal that approximately 40 percent became aware of green marketing by internet and social media sites. However, around 29 percent learned about it through print media, i.e, newspapers and magazines. The study also revealed that 72 percent respondents perceive green products as environment friendly products while 12 percent respondents take it as recyclable products. Male respondents are more aware about green products but females consider it more while making shopping in comparison to male respondents. Majority of the respondents are ready to pay 1-20% percent more prices than the prices of non-green products. Thus, we conclude that students not only have environment concern, but also have positive and high intentions to buy green products. Statistical tests showed that there was no correlation between gender, income and major fields of study and extent of green marketing awareness. The study brings out interesting insight that, though consumers were environmentally concerned and ready to pay high yet they were not aware as to what constitutes environmentally friendly products. Hence, marketers need to consider efforts that are required to convert the environment concern into environmental consumption behavior. It also implies a bright future for green marketing.
doi:10.16962/eapjmrm/issn.2349-2317/2016/v7i1-03 fatcat:efvd3ldpfrhfhcrim6yvxysrbq