A study on television advertising about green advertisement and customer's influence on purchase behavior of green products

Green marketing today is a strategic marketing approach and is a recent focus in business endeavours. Consumers’ growing concern for the environment and environment related issues are driving businesses across the globe to offer a wide range of eco-friendly products choices across a wide variety of product categories: from fashion, cars to gadgets. Green marketing can refer to anything from greening product development to the actual advertising campaign itself. The alternative names for green marketing are sustainable marketing, environmental marketing, green advertising, eco marketing and organic marketing. Green marketing is defined as advertising and promotion of merchandises that are assumed to be ecologically desirable to others.