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South Asian Journal of Marketing & Management Research
Year : 2016, Volume : 6, Issue : 10
First page : ( 43) Last page : ( 53)
Online ISSN : 2249-877X.
Article DOI : 10.5958/2249-877X.2016.00023.0

A study on consumer attitude towards green advertisement and green purchase behavior

Dr Munuswamy Jothi*, Dr Gopal Suresh**

*Head, Department of Commerce (CS & AF), SRM University, Kattankulathur, Chennai

**Associate Professor, School of Commerce, CMS College of Science and Commerce

Online published on 12 December, 2016.

Abstract

The term ‘Greenism’ has become an inevitable weapon among the business people in their marketing activities, such as green product, green package, green pricing, green advertising and so on. Hence, this study has been conducted to examine the consumers’ attitude towards green advertisement as well as green purchase behavior. The required data with the help of questionnaire were collected from 782 respondents in Tamilnadu. The statistical tools such as descriptive analysis and factor analysis have been used simply for measuring factors that determine the green advertising as well as green purchase behavior in the study are. Further, the statistical computer package, SPSS version 21, has been used for analysis of data.

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Keywords

Greenism, Green Advertisement, Green Purchase Behavior.

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