How Does Green Marketing Influence Consumers? The Market Trend Examination towards Environmentally Sustainable Products in Emerging Indian Cities
Balkrishan Sangvikar1, Avinash Pawar2, Ashutosh Kolte3, Akshay Mainkar4, Prasanna Sawant5
1Balkrishan Sangvikar, Department of Management Sciences, Savitribai Phule Pune University, Pune (Maharashtra), India.
2Avinash Pawar, Department of Management Sciences, Savitribai Phule Pune University, Pune (Maharashtra), India.
3Ashutosh Kolte, Department of Management Sciences, Savitribai Phule Pune University, Pune (Maharashtra), India.
4Akshay Mainkar, Department of Management Sciences, Savitribai Phule Pune University, Pune (Maharashtra), India.
5Prasanna Sawant, Department of Management Sciences, Savitribai Phule Pune University, Pune (Maharashtra), India.
Manuscript received on 02 October 2019 | Revised Manuscript received on 11 October 2019 | Manuscript Published on 22 October 2019 | PP: 561-571 | Volume-8 Issue-3S October 2019 | Retrieval Number: C11141083S19/2019©BEIESP | DOI: 10.35940/ijrte.C1114.1083S19
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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: The environmental hazards being seen as concern all over the globe, the ill-effects of plastics, use-throw products, and environment affecting products have been observed as a problem of the world, and the process of finding the alternatives for this problem is in progress. The search has to direct us to reuse and recycle many products, and it has given rise to a new type of environmentally sustainable products. The products that cause less adverse effects on the surroundings and are made by the materials that are readily available and easily processed are the ones that are considered environmentally sustainable. Nowadays, these products are penetrating the markets and replacing the conventionally, readily available products. The awareness about the same is yet not well spread in India. A considerable class of population does not use these products and, unfortunately, are unaware of it. In India, the usage of long-lasting metal containers and reused fabrics are also considered as environmentally sustainable. Thus we are unknowingly using these products for years, but the percentage of use is very small. This paper is focused on awareness of these environmentally sustainable products, their use, and customer satisfaction. The questionnaire explores the customer’s view on environmentally sustainable products, and analysis deliberates the factors such as rarity in the commercial market, customer satisfaction, high costs, and unawareness are some factors that kill the widespread of these products. In order to get clear insights and inferences, this study is purposefully done in new emerging smart cities of India where people are aware of these products.
Keywords: Sustainability in Business, Green Marketing, Environment-Friendly Products, Green Management, Eco-Marketing, Environmental Responsibility.
Scope of the Article: Marketing and Social Sciences