An Analysis of Relationship between Indian Customer’s Demographics and their Level of Awareness towards Green Marketing


Authors : Shewate Pratik, Wakte Vaibhav, Jadhav Akshay, Shewale Harshal, Shraddha chine

Volume/Issue : Volume 4 - 2019, Issue 12 - December

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2QlwcOI

Abstract : Environmental concerns have grown attention in business as well as in consumer life throughout the world. The growth of green marketing has opened the door of opportunity for companies to co- brand their products into a distinct product line. While awareness is the first action to build the brand in the mind of the consumer, considering this fact the green marketing techniques could explain the direct result of green marketing awareness amongst customers. As an output of these, numbers of businesses have increased rate of targeting the customers, who are fretful about the environment issues. These same customers have an interest in grouping environmental problems into their buying choices through their incorporation into the method and content of the promoting approach. The present research aims to analyze the relationship between Indian consumer’s demographics and their depth of consciousness towards green marketing. To accomplish the objectives of the study we have collected the data from responded about demographics and their awareness towards green marketing. Data Analysis performed with the help of SPSS-21. The present research will provide significant implications to the marketer for developing their marketing strategy.

Keywords : Green Marketing, Strategy, Traditional Marketing, Indian Consumer.

Environmental concerns have grown attention in business as well as in consumer life throughout the world. The growth of green marketing has opened the door of opportunity for companies to co- brand their products into a distinct product line. While awareness is the first action to build the brand in the mind of the consumer, considering this fact the green marketing techniques could explain the direct result of green marketing awareness amongst customers. As an output of these, numbers of businesses have increased rate of targeting the customers, who are fretful about the environment issues. These same customers have an interest in grouping environmental problems into their buying choices through their incorporation into the method and content of the promoting approach. The present research aims to analyze the relationship between Indian consumer’s demographics and their depth of consciousness towards green marketing. To accomplish the objectives of the study we have collected the data from responded about demographics and their awareness towards green marketing. Data Analysis performed with the help of SPSS-21. The present research will provide significant implications to the marketer for developing their marketing strategy.

Keywords : Green Marketing, Strategy, Traditional Marketing, Indian Consumer.

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