Consumer Awareness and Consumer Perception towards Green Buying Decisions: An Empirical Study in Bangalore
Harshith Babu V S1, Vijaya Kumar J2, Venkatesh B R3
1Harshith Babu V S*, Assistant Professor, Department of Management Studies (BU), Dayananda Sagar College of Arts, Science and Commerce, Bengaluru, Inida.
2Dr. Vijaya Kumar J, Assistant Professor, Department of Management Studies (BU), Dayananda Sagar College of Arts, Science and Commerce, Bengaluru, India.
3Dr. Venkatesh B R, Professor and Director, Department of Management Studies (BU), Dayananda Sagar College of Arts, Science and Commerce, Bengaluru, India.
Manuscript received on October 06, 2020. | Revised Manuscript received on October 25, 2020. | Manuscript published on November 30, 2020. | PP: 8-12 | Volume-9 Issue-4, November 2020. | Retrieval Number: 100.1/ijrte.D4740119420 | DOI: 10.35940/ijrte.D4740.119420
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Green marketing refers to the process of selling the products and services based on their environmental benefits. Green marketing is typically practiced by companies that are committed to sustainable development and corporate social responsibility. The obvious assumptions of green marketing are that potential consumers will view a product or service’s “greenness” as a benefit and base their buying decision accordingly. The main purpose of the study is to measure the relationship among consumer awareness, consumer perception and consumer buying decision with regard to green marketing practices carried out by ITC LIMITED. The findings reveal that there is a positive relationship between consumer awareness, consumer perception and consumer buying decision with regard to green marketing.
Keywords: Consumer awareness, Consumer perception, Green Marketing.