Open Access
American Research Journal of Business and Management
ISSN (Online): 2379-1047
DOI: 10.46568/arjbm
GREEN MARKETING: FACTORS INFLUENCE ON CONSUMER ATTITUDE AND PERCEPTION 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 attitudes & perception, and drive factors to purchasing towards green
products. The research data were composed through survey and interview methods by the structure questionnaire from the 429 respondents
from three districts of Telanagna state in India. The results revealed that media exposure had a significant impact on the consumer perception &
attitude, along these lines environmental driving factors show great influence on perception & attitude towards purchasing eco friendly products
and Consumers attitude and perception have positive impact on purchasing eco friendly products. As per results, respondents have positive
association and 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 green awareness is high. 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.
