Green Marketing: An Attitudinal and Behavioural Analysis of Indian Consumers

Sanjay K. Jain and Gurmeet Kaur
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Sanjay K. Jain: Department of Commerce, Delhi School of Economics, University of Delhi, Delhi, skjaindse@vsnl.net
Gurmeet Kaur: Sri Guru Teg Bahadur Khalsa College, University of Delhi, Delhi

Global Business Review, 2004, vol. 5, issue 2, 187-205

Abstract: Environmentalism has fast emerged as a worldwide phenomenon. Business firms too have risen to the occasion and have started responding to environmental challenges by practising green marketing strategies. Green consumerism has played a catalystic role in ushering corporate environmentalism and making business firms green marketing oriented. Based on the data collected through a field survey, the paper makes an assessment of the extent of environmental awareness, attitudes and behaviour prevalent among consumers in India and lists implications of the study findings for the government and non-governmental organizations engaged in marketing of green ideas and products in the country. In the concluding section, limitations of the study have been discussed and suggestions provided for undertaking more thorough investigations in the area.

Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:5:y:2004:i:2:p:187-205

DOI: 10.1177/097215090400500203

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