Green Marketing: Environmental Concern and Customer Satisfaction

Abstract

Green marketing has played an important role in satisfying the needs and desires of the customers and keep the company responsible in maintaining long-term social and environmental gains that they could earn through effective green marketing. The purpose of the study is to explore that whether the consumers are aware of green marketing and whether green products are fulfilling their needs apart from benefiting their living environment and to create awareness about green products and green marketing. Quantitative technique has been used in which questionnaire method is adopted. The findings of the study showed that people are less aware about the green product qualities so there is need for better green marketing but at the same time they agreed to the importance of green products and they want to purchase green products at any cost as they are concerned about their environment. Various recommendations have been provided by the researchers that what could be done to create more awareness. The study will be beneficial in creating awareness among people about green marketing. Moreover, the study will contribute to green marketing research.

Keywords: Green products, Green Marketing, Environmental friendly, Eco friendly products, Environmental marketing, Environmental safety, Social responsibility.