A Case Study Of Consumer's Preference Towards Green Products In Ahilyanagar

Green marketing is also termed as environmental marketing or ecological marketing. According to the American Marketing Association, “marketing of products that are presumed to be environmentally safe is called as Green Marketing”. Green or environment friendly products like low power consuming (energy-efficient) electrical appliances, organic food, lead free paints, recyclable paper, and phosphate free detergents are increasingly sold in the Indian market owing to the recent awareness about green products among consumers. The study has looked into the factors influencing consumers to buy green products. The paper presents the results of a survey of 110 consumers in Ahilyanagar. The study is based on primary data collected from the respondents. Additionally, the socio-economic profile of the respondents was examined. Percentage analysis, Garrett ranking technique, Likert"s scaling technique and factor analysis were used for analysing the data. In India, green marketers have diverse and fairly sizeable segments to cater to. Therefore, green marketers must find an opportunity to enhance the performance of green products through proper campaigns. This Research overarching goal is to assess how much sustainability education influences shoppers' decisions to buy green goods. The purpose of this research is to learn how customers' concerns about the environment and the need to make sustainable purchases influence their preferences. A survey distributed nationally will be used to collect data from customers. The poll will inquire as to the extent, to which consumers are concerned with environmental issues, the value they place on eco-friendly goods and their purchase patterns. The research will employ regression analysis to find links between sustainability consciousness and green product preference. Marketers and politicians can benefit greatly from this study's findings by learning more about how to promote eco-friendly products and increase sustainable consumption. Also, in the context of emerging economies, this study will add to the expanding body of literature on sustainability and consumer behaviour.