Consumer Awareness and Consumer Perception towards Green Buying Decisions An Empirical Study in Bangalore

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.