A Study on Customer Preferences on Green Marketing Jabeen S. Sayeeda1, Kavitha M.2,* 1Ph. D Research Scholar, Department of Commerce, VISTAS, Pallavaraam, Chennai 2Associate Professor & Research Supervisor, Department of Commerce, VISTAS, Pallavaraam, Chennai *Corresponding Author: Dr. M. Kavitha M. Com., M. Phil., MBA, PGDCA., Ph. D., SET, Associate Professor & Research Supervisor, Department of Commerce, VISTAS, Pallavaraam, Chennai Email: kavitha.sms@velsuniv.ac.in
Online published on 21 February, 2019. Abstract Environmental problem has led to the shift in the way of consumer go about their life. There is a dynamic change in the attitudes of the masses towards green life style agenda. People are carving to reduce their impact on the environment. There is not a complete shift in the green trend of marketing to cater the need of the dynamic society. Slow shift of green awareness among the consumer has brought the change in pivot attitude and trying to gain an edge in competitive market by exploiting the potential resources in green market sector. In the era of globalization it has been more competitive among the pivot society to meet up the dynamic demand of the society and consumer in a stabilized way and to try to meet boot the ends meet. Green Marketing is a vital activity in the modern market and it has becoming a vital element in India as it is in the phase of transformation from developing to developed nation. In this research paper main emphasis significance of Green Marketing in developing countries, factor comparison with the actual trend and sustainable impact on the marketing procedure of the dynamic society. Customer satisfaction level and the industrial presence to make a move towards the dynamic changes is measured. Data has been collected from multiple sources of evidence in addition to book, journals, website data analysis and newspaper. It explores how to market the green marketing strategy in depth. The paper describes the current scenario highlight the Green Marketing challenges in Indian Market. Top Keywords Green Marketing, dynamic, environment, consumer market, traditional marketing. Top |