This paper tries to explore whether consumers understand the need for green packaging and are ready to accept green packaging. In the present scenario where global warming is a major cause of concern due to increase in environment pollution, increased level of awareness can save the world. Green marketing has been defined as the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. In the modern times, the term 'Green marketing' is gaining prevalence and this paper will focus on green packaging, since that forms a major part of green marketing.
This study also tries to assess the people awareness about environment protection and green packaging. Increased usage of non-biodegradable packaging for commercial, house hold and other daily activities is effecting the environment in a negative way. This paper explores the possibilities and potential of adopting green packaging.
