A study on the impact of green marketing practices on consumer buying behavior in Chandigarh

In India environmental problems increasing at a very high speed, there arises a need to preserve and protect the earth's natural environment and finite resources. In this concern marketers and the consumers are now focusing on green products and services. Companies are taken up green marketing and are producing green products than the conventional products. As companies today are assimilate suitable green strategies into their marketing activities in order to attain a edge in the market, there crop up a need to understand whether the consumer purchasing decision are influenced by the green marketing practices undertaken by the companies. This research study tries to determine whether the consumer purchasing decisions in Chandigarh are influenced by the green marketing practices undertaken by the companies. Descriptive Statistics (Mean, Standard Deviation and Percentile) and independent t-test with the help of SPSS version 20.0 have been used for analyzing the primary data. The results of highlights that the consumer purchasing decisions in Chandigarh are not much 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 go for a higher price if they can enhance the product's performance and offer products that provide an extra value to the consumers.