Product Positioning And Consumer Attitude Towards Eco-Friendly Labeling and Advertisement

As awareness of the consumers about environmental issues increases, the impact on their life-style, buying behavior, consumption pattern and purchasing habits is also changed in order to help improve the environment. Corporate strategies of environmental marketing include green advertisement, consumer willingness to pay more for green products, recycled products, biodegradable packaging, eco-friendly labeling etc. Consumers are not merely buying a product to satisfy their need but the use of a product also represents what the owner values and it becomes an extension of the owner. Marketing plays a vital function in the consumer goods industry as differentiation on product function or specification appears futile to the consumers through advertisement. Advertising in the category of consumer goods industry increasingly relies on emotional appeal seeking to connect with the norms and values of the customers. The present study is an attempt to analyze the impact of green advertisement and eco-friendly labeling on the buying behavior of the consumers.