Green Marketing: A Practical Demonstrative Study on the Indian Perspective

'Environmental-friendly products or brands' is the word used to express those products or brands that strive to shield and care for the environment by preserving the energy and resources. This is done in order to effectively manage waste and to reduce the environmental as much as possible. By the topic, it is apparent that the study is all about green marketing and especially to assess the consumer's perception about the products and brands, which are environmental-friendly i.e. whether green marketing really impresses an individual to buy the products or brands in comparison to an alternative product or brand which doesn't promote environmental-friendly positioning. This study focuses the Indian market, which is challenged by economic development and opportunity due to gain in energy prices, exposure to terrorism, environmental and climatic changes and consequences. A sufficient sample of 2000 users of green products were selected via judgemental sampling and inquired via online structured questionnaire. It was revealed by Multiple Regression test that the associate variables of consumer's environmental consciousness, which are social influence, environmental concern, and perceived seriousness of environmental problems, that affect an individual's preference or perception of a brand. It was observed that, environmental attitude, which is the associate variable of "environmental attitude and brand's environmental friendly perception", does not affect brand preference. However, when the data was split according to gender, "environmental concern and brand's environmentally friendly perception" affect the male population, whereas "social influence and environmental concern" affect the female population in their choice of green-marketed product or brand.