AWARENESS TOWARDS GREEN MARKETING: AN EMPIRICAL EVIDENCE OF INDIAN YOUTH
Received: 19.09.2021; Revised: 28.10.2021, Accepted: 26.11.2021, Published Online: 28.12.2021
Dr. Krity Gulati Mehta
Professor, Lloyd Group of Institutions, Greater Noida, India.
Dr. Dhrity Gulati Ahuja
Assistant Professor, DAV Institute of Management, Faridabad, India.
Mr. Ramakrishna N
Assistant, Government First Grade College, Vemagal, Kolar District, India.
Assistant Professor, Bunts Sangha’s S M Shetty College of Science, Commerce and Management Studies, Powai, Mumbai, India.
Dr. Anupama Lakhera
Associate Professor, Delhi School of Professional Studies and Research (DSPSR), Delhi, India.
Dr. Imad Ali
Assistant Professor, Lloyd Business School, Greater Noida, India.
In today’s environment, sustainable development has become a key issue and “green” is the new buzz. The government is framing various laws & regulations to protect the environment at large. Green marketing is one of the steps taken in the direction towards safeguarding the planet. The green marketing avenues are developed based on people, planet & profit. AMA defines it as “the development and marketing of products that are presumed to be environmentally safe (i.e., designed to minimize negative effects on the physical environment or to improve its quality).” Thus, it emphasizes upon the activities, which are inclined towards using the material, which is eco-friendly. The increase in green marketing activities has also given a rise to customer consciousness towards safeguarding the planet and using the material that is safe to use in terms of planet and environment. It is believed that consumers are also increasingly concerned about the environment and various issues around it. The change has encouraged both companies and forced many companies to respond with eco-friendly heart products. The paper intends to identify the awareness level of millennials towards the green marketing activities and identifying the factors influencing green marketing. The study is based on primary and secondary data with millennials as a sample unit and sample size of 281 across the country. The responses are analyzed applying descriptive analysis and exploratory factor analysis.
Keywords: Green Marketing, Sustainable Development, Customer Awareness, Millennials, Descriptive Analysis, EFA.