A study on awareness and demand pattern amongst consumers W.R.T green products

In today's day and age business organizations produce and market many green products in an effort to cut down the impact on environment. Green Marketing is the marketing of merchandise that are presumed to be environmentally safe. It involves actions that do not cause damage to the surroundings. Such activities may require modification of advertisement, changes in packaging, production process and product modification which have minimum impact on the surroundings. With the consumer being more aware and conscious about protecting the environment they are more educated consumers. The increase in success of the companies involved in green marketing has increased the participation of organization, policy maker and more importantly the consumers. Green marketing is environment friendly sustainable and socially responsible marketing. This paper provides theoretical knowledge about green marketing and overview of consumer perception of green marketing. While making suggestion for improvement in green marketing practicesWith increase in green marketing will help economic development, increase the growth of country and increase consumer choice in green products.