Green marketing – consumer awareness: a study with special reference to solar products in Vadodara districts of Gujarat

Green marketing is the process of developing products and services that do not have a detrimental impact on the environment and promoting them to satisfy the customers. It is reported that, to a great extent environmental degradation has been brought about by the over consumption activities of private households. India is no exception to this rule. With the growth of Indian economy, the Indian customer has higher disposable income than before. With the ever-increasing penetration of internet and social media, the purchasing behaviour of Indian customers has changed dramatically. The spread of education and thus awareness has made Indian customer pay attention towards deteriorating environment. The primary objective of the study is to examine the reasons that make the organizations/customers interested to adopt Green Marketing philosophy with respect to eco-friendly solar products in terms of product, price, place, and promotion. The study specifically focuses on house hold and industrial solar products. The study is conducted in Vadodara City of Gujarat a urban region.