Green Marketing and its impact on consumer behavior

Abstract

Environment friendly, so called green marketing has become a discussed subject and companies are constantly trying to find the best ways to reach the customers with their green message. Customers are becoming more demanding and they have started to pay more attention to the environment. What is important with brands is how customers perceive them, what the image of the brand is. The aim of this study is to find out how consumer behavior is influenced by Green Marketing by Companies. The research study took place in Udhampur district in Jammu & Kashmir, during the spring 2011. A questionnaire was designed in order to find out how people perceive Green marketing and how aware they are of the “environmental contribution†that is being made by the companies. The question we wanted to find a respond to where “Whether the purchasing behavior of consumers is affected if  companies go green?†The results from this illustrates that  companies need to increase their communication with the customers on going green, and that attributes like price and quality are more important than “environmental responsibilityâ€.