Environmental Awareness and Perception towards Green Marketing

Parampal Singh
2016 International Journal of Engineering Technology, Management and Applied Sciences www.ijetmas   unpublished
Last few decades have witnessed a mounting emphasis on concept of green marketing. Issues such as environmental protection, sustainability, gradual environmental degradation and investments in environmental activities have been discussed at all possible fronts. This growing concern about environmental issues has changed the way people live and the products they purchase. Green marketing which refers to the marketing of products that are presumed to be environmentally safe incorporates a broad
more » ... orporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. This research paper is an endeavour to analyse the awareness and the perception of youth towards the Green Products. The research is based on the primary data, with a focus to analyse the perception of the youth towards green products and marketing. Findings of the research paper reveal that majority of the respondents were aware of the concept of green marketing. Television is most effective advertisement media in promoting green marketing. Statistical tools such as Chi square test, WAS and Factor Analysis were used to find the difference in the perception of male and female respondents.