Green Marketing: A Study of Consumer Attitude towards Eco-Friendly Products

Green marketing is in the spotlight of current marketing strategy as a result of the pressure that comes from inclined environmental awareness in the global climate change. As a result, the marketers need to comprise a green approach in framing the marketing programmes. The term Green marketing refers to the planning, development and promotion of products or services that satisfy the requirements of consumers for quality, output, accessible prices and service, without having an adverse affect on the environment, pertaining to the use of raw material, the consumption of energy etc. As now a day’s society have becomes more concerned with the natural environment, thus, a company implementing green marketing strategy should not forget attitude of consumers towards green marketing. The present paper is an attempt to measure the awareness and attitude of consumer’s towards green marketing which is measured by a structured questionnaire, with exploring the concept of green marketing.