Open Access
American Research Journal of Business and Management
ISSN (Online): 2379-1047
DOI: 10.46568/arjbm
GREEN MARKETING: CONSUMER PERCEPTION AND KNOWLEDGE LEVEL TOWARDS PURCHASING ECO FRIENDLY PRODUCTS
Abstract
At present scenario, an environmental aspect has turned into a key issue. The green market concept
has turn into the trendy expression in most recent decade because of sensational increment in environmental
consciousness around the world. Purpose of the investigation is to find out the environmental consciousness
and studying respondent’s perception and knowledge level towards purchasing eco friendly green products.
The research data were composed through survey and interview methods by the structure questionnaire
from the 429 respondents from the areas of three districts of Telanagna state in India. The results revealed
that respondents have positive perception with purchasing green eco friendly products and they show more
environmental consciousness by the purchasing of eco-friendly products. Finally, the study concluded that the
consumers are familiar about the environmental aspects and also their knowledge is high regarding green
products. To increase the sales volume of ecological sustainable items, marketers need to adopt a better
marketing mix for their eco-friendly items in order to change respondent’s negative perception and develop
eco-awareness towards green products. Similarly, government should take responsibility towards creating
better awareness about environmental consciousness and eco friendly products by purchasing green products.
