Consumer Attitude and Perception towards Green Products

Abstract

“Green Marketing” refers to holistic marketing concept wherein the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc. Both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services (Mudhassir, 2010). .Green consumers can be defined as one:-“Who is mindful of environment related issues and obligations, and is supportive of environmental causes to the extent of switching allegiance from one product or supplier to another even if it entails higher cost”. Thus the purpose of the research was to explore the concept of green marketing, or green products in relation to consumer behavior. Samples were selected through random sampling. 70 college going students of Aligarh Muslim University participated in the research. Green consumer value scale by Haws et al (2010) and sustainability endorsement scale by William A.McConochie were used to measure the consumer behaviour. For statistical analysis Pearson correlation was used.