Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products

TLDR

Growing environmental awareness has shifted consumer behavior toward greener lifestyles, though adoption remains uneven, prompting firms to pursue green marketing opportunities. This study defines green marketing and investigates how various consumer attributes influence its effectiveness. The authors develop a conceptual framework and analyze data within that structure.

Abstract

Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. However, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. The current study introduces the concept of green marketing and looks into the various ways in which the different consumer attributes are related to the concept of green marketing. A conceptual framework is presented and the information is analyzed on the basis of the framework.