A STUDY ON GREEN MARKETING IN INDIA

Abstract

Businesses are an integral part of our society hence; their actions and operations have an impact on the environment. With increased industrialization several problems like air pollution, soil pollution; increased use of plastic is a major cause of concern. Adopting green practices can help them in reducing their carbon footprint. The aim of this research is to understand the concept of green marketing and its level of awarenes.it also aims to understand the factors affecting consumer behavior for buying green products. Statistical tools like Z test are used to test the data. The findings reveal that there is a need to create awareness about green marketing and its practices also, organizations are doing green washing. Government intervention is required to promote it further. Keywords: Businesses, industrialization, pollution, awareness, green-washing.