Study on Awareness Level of Retailers as Well as Consumers Towards Green Marketing

11 Pages Posted: 27 Jan 2013

See all articles by Bharti Wadhwa

Bharti Wadhwa

Symbiosis International University - Symbiosis Institute of Management Studies; Symbiosis International University,Pune,NOIDA Campus

Anubha Vashisht

Symbiosis International University, Symbiosis Centre for Management Studies

Date Written: January 26, 2013

Abstract

Green Marketing is a Concept that Has Gained Much Importance in this Modern Era. The Term Green Marketing Refers to the Planning, Development and Promotion of the Products or Services that Satisfy the Needs of Consumers Without Affecting Environment. In this Study an Attempt Has Been Made to Know the Awareness Level of Retailers as Well as Consumers Towards Green Marketing. For this Two Questionnaireswere Made and Spread to 59 Retailers and 200 Consumers in Delhi, Ncr Region. For Testing its Reliability a Statistical Tool Alpha (Α) Has Been Used. This Paper Studies the Awareness Level of Green Marketing Amongst Retailers, Consumers’ Attitude Towards Green Products, Factors Effecting Consumer Buying Behavior for Green Products and to Provide Suggestions to Marketers for Promoting Green Products Both Amongst Retailers and Consumers.

Keywords: Green Marketing, Consumer Satisfaction, Environmental Safety, Green Products, Recyclable

Suggested Citation

Wadhwa, Bharti and Wadhwa, Bharti and Vashisht, Anubha, Study on Awareness Level of Retailers as Well as Consumers Towards Green Marketing (January 26, 2013). Available at SSRN: https://ssrn.com/abstract=2207232 or http://dx.doi.org/10.2139/ssrn.2207232

Bharti Wadhwa (Contact Author)

Symbiosis International University - Symbiosis Institute of Management Studies ( email )

Sector 62, Block A, Plot No. 47 & 48
NOIDA, 201301
India

Symbiosis International University,Pune,NOIDA Campus ( email )

Sector 62, Block A, Plot No. 47 & 48
NOIDA, 201301
India

Anubha Vashisht

Symbiosis International University, Symbiosis Centre for Management Studies ( email )

Sector 62, Block A, Plot No. 47 & 48
NOIDA, 201301
India

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
770
Abstract Views
3,413
Rank
60,221
PlumX Metrics