Main Article Content

Abstract

 Green Marketing is the process of developing products and services and promoting them to satisfy the customers who prefer products of good quality, performance and convenience at affordable cost, which at the same time do not have a detrimental impact on the environment. The purpose of this research is to ascertain the attitude of consumers towards Green marketing. Based on the data collected through Interview method the paper makes an assessment of the environmental concern prevalent among the consumer. The dimensions of consumer attitudes towards green marketing is further studied on the basis of demographic variables gender, age groups in addition this study is based on finding out the relationship between environmental concern of consumers and their attitude towards green marketing. Attempts have been made to study the existence of relationship between the attitude of consumers towards green marketing and the importance they have given to green products. Data have been collected from both primary and secondary sources.

Article Details