A study on green marketing initiatives and the attitude of consumers in Kochi City

Green marketing is of major importance in this age of changing environmental conditions because it is a small initiative by the business firms so as to reduce pollution, wastage of resources and other hazards to the environment. The increasing environmental hazards like air pollution, erratic climate changes, ozone layer depletion, Global meltdown along with limited resources and unlimited needs of humans forced the companies to utilize the resources efficiently without harming the environment. In addition to this they also want to achieve their organizational objectives. The concept of Green Marketing was used to analyze the attitudes of the general public to the green marketing initiatives is being analyzed.