Is green marketing-a new ecological paradigm?-a study on select customers

Today ecological issues are the concerns of all corporate, who are being called upon to maintain the ecological balance by ensuring that their products are bio degradable or they do not involve indiscriminate use of scare natural resources. Thus ecological marketing, alternatively “Green Marketing” is also referred as Environmental marketing and Sustainable marketing, in which an Organization's efforts are aimed at designing, promoting, pricing and distributing products that will not harm the Environment. Thus both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. The present research paper focuses on two main objectives being

To examine the difference between conventional and ecological marketing

To understand the awareness level of the consumers about the availability of Green products and their choice to buy Eco-friendly products.

In this regard a survey was conducted and data was collected from 250 respondents using convenience sample. The questionnaires were processed and analyzed with the help of SPSS package, using descriptive, percentages and chi-square tests. It is found that youth have a greater stake in long-term sustainability and the environment is one area in which they ought to take proactive action. The role of youth can be institutionalized in policy-making through advisory bodies. Green Marketing definitely being a new ecological paradigm shift present some of the most profound and complex challenges requiring attention today and in the coming times. One foundation-building step in enhancing local, regional, national and global capacities is to respond to those challenges, is increasing environmental awareness and pave way for sustainable development of the country.