Abstract: With the emergence of a large number of environmental problems all over the world, there arises a need to preserve and protect the earth’s natural environment and finite resources. Both the marketers and the consumers are nowadays focusing on green products and services. Companies are adopting green marketing and are producing green products that have less harmful effects on the environment, than the conventional products. Consumers are becoming more and more aware of the environmental problems and are actively trying to reduce their impact on the environment by purchasing green products and moving towards a greener lifestyle. This research study tries to determine whether the consumer purchasing decisions in Kolkata are influenced by the green marketing practices undertaken by the companies. A sample of 100 respondents was selected in Kolkata and a questionnaire was used to collect the primary data. Descriptive Statistics (Mean, Standard Deviation and Percentile) and independent t-test with the help of SPSS version 20.0 have been used in this study for analysing the primary data. The results of the study highlight that the consumer purchasing decisions in Kolkata are not influenced by the green marketing practices undertaken by the companies. However, the consumers are willing to pay a premium price for the ‘green’ products, if these eco-friendly products provide an extra value to them. Thus, companies can command a higher price if they can enhance the product’s performance and offer products that provide an extra value to the consumers.
Keyword: Green marketing, green products, consumer purchasing decisions
Title: A Study of the Impact of Green Marketing Practices on Consumer Buying Behaviour in Kolkata
Author: Rahul Argha Sen
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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