A study on impact of demographic factors on green marketing behavior of consumers: A case study of consumers in Bikaner

Green Marketing comprises developing and promoting products and services that satisfy customers want and need in ecofriendly manner. Green marketing in the country is in nascent stage, more focus and emphasize boost the marketing in sustainable way and lead to safeguard for the environment. To keep the environment sustainable safe and hazardous free there is need to encourage green marketing in the country. The present study is an attempt to investigate the consumers’ awareness, distribution of information, characteristics and demographics factors of consumers towards green marketing products buying behaviors. The data has been collected from the 50 respondents in Bikaner and literature also gathers from the various past studies. The present study has used qualitative and quantitative technique to study the impact of demographic factors of the consumers on green marketing products behaviour. The results of the study revealed that age as a demographic variable of the respondent’s significantly impacts on the green marketing parameters. The gender and income of the respondents does not significantly impact (p-value >0.05) on green marketing behaviour. Education of the respondents significantly impacts on variety of green products buying behaviour. The income of the respondents significantly impacts on expensiveness of the green marketing parameters. The quantitative research methods ANOVA and Regression was used to know the significant impacts of the demographics variables. The study could be used to conducting further study on the green marketing area and finding gained knowledge for academician, researchers and business men or industry.