Consumer Perception towards Green Marketing: An Empirical Study in Kolkata

Abstract

Green and environmentally friendly marketing has grown in relevance in India, due to the country’s increasing pollution resulting from industrial growth and development. Corporations have recognised green marketing as a good marketing philosophy for maintaining ecological stability. Climate change, unplanned urbanisation, increased globalisation and industrialisation have increased the emphasis on green marketing among industrialists and consumers alike. Consumer perceptions and attitudes have shifted in the modern era, from grey to green items. This paper attempts to investigate consumers’ perceptions and preferences regarding green marketing methods and products. The goal of this study is to investigate the level of green awareness among individuals and to comprehend the concept of green value in consumer purchasing behaviours. Additionally, the researchers attempt to determine how age, gender, and academic credentials affect consumers’ propensity to make environmentally friendly purchases. The data have been gathered from the respondents using a structured questionnaire and a convenient sampling technique. Regression analysis has been used to analyse the acquired data, leading to the conclusion. Our findings concluded that there is a significant difference between age and the green values instilled in consumers, which has an impact on their purchasing habits.

Keywords: Consumer Perception, Green Marketing, Green Value, Green Awareness, etc.

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