Drivers of Green Marketing: Attitude and Perception of Consumers

The present study explores the awareness, motivation, attitude and perception of Indian people (particularly the National Capital Region) towards green marketing. Descriptive research design has been used in this study. Primary data has been collected mainly through structured questionnaire. A sample of 200 respondents was taken out of which 100 were male and 100 were female. The data has been analysed using means, standard deviation, t-test and ANOVA with the help of SPSS. The findings revealed that the awareness of the customers about green marketing is quite high and they perceive green marketing in a positive manner. It was found that the people are motivated to buy green products. Also, no significant difference exists in the attitude of males and females towards green marketing. Lastly, no significant difference exists between the respondents due to demographic variables while perceiving green marketing. The study had certain limitations as sample size was small. Also the study dealt with the attitude towards green marketing and not the consumer's actual buying behaviour. However, this paper is a useful source of information for marketers as it provides knowledge about what motivates consumers to buy green products and also how they perceive such products. In the time to come, most of the organizations will be adopting green marketing in one way or the other as the customers are becoming more aware, they have a positive inclination towards green marketing, and they care for their environment.