GREEN MARKETING: A STUDY OF CONSUMER’S PERCEPTION TOWARDS ENVIRONMENT FRIENDLY PRODUCTS.

Abstract

In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution. Consumers and manufacturers have directed their attention toward environment friendly products that are presumed to be “green” or environment friendly like low power consuming (energy-efficient) electrical appliances, organic foods, lead free paints, recyclable paper, and phosphate free detergents. Indian marketers are also realizing the importance of the green marketing concept. This paper describes the importance of green marketing and challenges and remedies of green marketing.