In Search Of The Green Consumers: A Perceptual Study | K.Chitra

In view of the growing concern over the environment related aspects across the world the marketers are attempting to address the green issues by way of increased attention to ‘cradle to cradle’ products instead of ‘cradle to grave’ products. The need for green products is gradually increasing on account of persistent raise in the concern for eco friendliness. Organizations are bestowed with the responsibility of preserving the rare natural resources to meet the needs of the forthcoming generation. This paper is an attempt to bring to light the major stakeholders’ apprehension over the green marketing issues. The paper begins with providing a conceptual underpinning of green marketing and moves on to categorize customers based on their level of eco friendliness. Further the paper provides an in-depth understanding of the extent of awareness as regards the green product, source of awareness, preference and level of satisfaction. The study also explores the influence of select demographic variables on the perception of the eco friendly products considered for the study. The study assumes the characteristics of exploratory and descriptive research. The data collected through a specially designed interview schedule was subjected to relevant statistical tools. The findings reported in the paper enables organizations to arrive at appropriate strategic decisions to capture the emerging eco friendly customers.