Green Marketing: An Assessment on Awareness in Thrissur Corporation

In today's business world environmental and social issues plays an important role in marketing. There is a growing interest among consumers all over the world regarding protection of environment, which led to the emergence of Green Marketing as a market for sustainable and socially responsible goods and services. According to the American Marketing Association, “Green Marketing is the marketing of products that are presumed to be environmentally safe. When the society becomes more concerned about the natural environment, businesses have begun to modify their processes in an attempt to address society's new issues. For company to be successful in implementing green marketing strategy, it should not forget the attitude of customers towards green marketing. The result of this paper will be supportive for the marketers and may trigger the minds of marketer to give a thought for adopting the suitable strategies to go green. In connection with all these aspects related with green marketing this paper is an attempt to understand the awareness of consumers towards green marketing in Thrissur Corporation. The consumers strongly expressed that they are familiar with the concept of green marketing and shown interest to know about green marketing. Most of the consumers realized the importance of green marketing which means that there is a positive sign for betterment of the environment as well as the business.