*Assistant Professor, Dept. of MBA, Vidyavardhaka College of Engineering, Mysore
**Associate Professor, Dept. of MBA, JSS CMS, Mysore
Online published on 7 June, 2014.
Green marketing includes green products as well as green firms. Green marketing is being considered very much these days. Branding green products is riskier as it is unknown and volatile nature of environmental friendly products and customer reaction to marketing efforts. Basically customers do not know the actual meaning and advantage of green marketing. This research paper tries to study the awareness and attitude of customers towards green marketing and their willingness to pay extra money for green products.
The objective of this paper is to explain the need and importance of green marketing and also to explicate certain initiatives taken by the companies for green marketing practices. The research has been done by considering primary as well as secondary data. A sample of 80 consumers has been taken. The paper tries to study the magnitude of green marketing and alsoprovide need to recognize the value of green marketing. If the business is not managed with respect to environmental and social sustainability, the business won't be sustained for longer time period. A commitment to environmental sustainability in product style and producing will harvestmajor opportunities to grow the business, to pioneer, and to create whole equity.
Green Marketing, Green Products, Awareness, Willingness, Environmental, Social Sustainability
