A STUDY ON CONSUMER PERCEPTION OF GREEN MARKETING

Abstract

Green marketing, a big advance in the enormous field of marketing, has grown in popularity and is attracting a lot of attention. Green marketing considers all efforts that give the best possible service to customers while also meeting their demands in an efficient and inventive manner that ensures the environment is not harmed in any way as a result of the above activities. Some terms that are synonymous with green marketing are ecological marketing and sustainable marketing. Environmental marketing or ecological marketing are other terms for green marketing. According to the American Marketing Association, marketing of products that are presumed to be environmentally safe is called Green Marketing. Thus, green marketing encompasses a wide variety of initiatives, including product modification, modifications to the manufacturing process and packaging, as well as advertising changes or the elimination of any practice that has a detrimental impact on the environment. Because the world is facing more environmental difficulties than ever before, it is critical for businesses to create and sell themselves as environmentally responsible. Due to rising consumer awareness and concerns, green marketing is becoming a popular promotional technique. Consumer preferences and buying patterns are altering, as is their concern for the environment. Green lifestyle has evolved into a new way of life that is now widely acknowledged as a consumer trend. Evidence from throughout the world reveals that people are concerned about their environment and are changing their behaviour as a result. As a result, green marketing has evolved, signalling a burgeoning demand for environmentally friendly and socially responsible goods and services. The majority of national and international organizations are also being increasingly concerned about their involvement in enhancing the environment and their surroundings. Our traditional marketing system has developed through time to a more sustainable, environmentally friendly marketing approach that is here to stay. The organizations that are transforming themselves significantly in order to adapt to the demands of the dynamic market are accurately observing this shift in the marketing system and the change in consumer preferences. In this competitive era, each player in the market is doing everything they can to carve out a place for themselves and stand out from the crowd, as well as to sustain and earn profits in the long run 6 without adversely damaging the environment. Another essential part of green marketing is consumers' willingness and ability to acquire green products and pay a higher price for them.