An Insight into Green Attitude and Behavior of Consumers: Implications for Green Marketers and Innovators

A lot is been talked about what Companies are doing in Green Marketing including conflicting issues like Green Washing. But the real direction to move ahead will come from what Consumer has to say about Green products and Green Marketing. Green Consumer is central to the understanding and development of Green Marketing and this will make ecoinnovations more meaningful. The paper puts forth the analysis of attitude and behavior of Consumers and intensity of the same from tier II city of Top most Green Country, i.e. Nashik. Survey of 110 Consumers drawn with two-stage stratified random sample suggests that the Environmental consciousness is very high with 76%. Green Purchase attitude is highly co-related with Green Purchase behavior than other factors like General Environmental Attitude, and Perceived Customer Effectiveness. The demographic factors show weak co-relation with Green attitude and behavior. Challenge for Innovators and Green marketers is to design and market green products which have substantive benefits, price-benefit positive vote, train and educate consumers to select, use and dispose the green products.