Green Marketing: Sustainable Marketing Strategy

Green marketing is a phenomenon which is rapidly gaining importance in the modern market. It has redefined theway of marketing aswell as packaging products; also there is an increasing trend among companies to adopt this concept for portraying an environment friendly as well as a socially responsible organization. Even consumers are becoming increasingly concerned about the effect of environment by the products being used by them, leading to an integration of environmental issues in their purchase decisions. Hence corporates are facing the double dilemma of balancing the consumer needs, using environmentally friendly material&keeping the costs low.

Purpose - The study seeks to explore the factors which influence the consumer attitude and behavior towards green practices in India and also to explore the consumers' intentions to pay for these practices. It also seeks to uncover different areas of concern like the awareness level among consumers regarding the concept of green marketing, their views regarding different factors governing it like availability of eco friendly substitutes in place of plastic. This paper also examines whether consumers would be willing to pay extra for eco friendly materials aswell role of different parties like government, corporate etc in implementing these practices.

Design/methodology/approach - A quantitative and qualitative research methodology using a questionnaire along with secondary research has been proposed. A structured questionnaire has been used using convenience-sampling technique from NagpurRegion in India.