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Green marketing in India

The more widespread use of the term green marketing goes back to the last quarter of the previous century. With more and more awareness spreading about the environment and its deteriorating state, marketers in Europe invented products called “green” products that would be more empathetic to the environment.

It soon started to emerge as a worldwide phenomenon. The most recent and commonly used term being “sustainable development”. Business firms globally have been proactive and have started responding to the challenges with varied techniques and innovations. Green consumerism has played the role of a catalyst in this direction.

Research has concluded that cause marketing is an effective tool to reach out to the consumer, specifically the cause of green marketing. It indeed is not a matter of surprise or disbelief as the consumer under the effect of media is becoming more and more aware, educated and conscious (Jain and Kaur, 2004).

There has been a dramatic change in the global marketing scenario in the past few decades. From Green Marketing being a pressure to the marketer from the law it has transformed to becoming a demand of the consumer. There is a phenomenal change in the preferences and lifestyles of the consumers who are now not only looking for eco friendly products as alternatives but as responsible citizens of the globe are willing to pay little extra to contribute their bit in making the earth greener and better. Companies are facing this as a big challenge, especially in the competitive setup. (Saxena and Khandelwal, 2001)

200 men and women from the upper strata of the education and income level participated in the study. They were selected from Delhi belonging within the age group of 20-60 years. A self-designed questionnaire was used to identify the preferences of the respondents.

A field survey of consumers was conducted to understand their perception towards green marketing and preference for green products. The data collected was analyzed by using the T-test and One Way ANOVA.

From the 200 respondents approached for the study, 120 customers said that they were  concerned about their purchase being eco friendly.50 customers said they were not bothered and the remaining  were not sure. About 100 customers said they were willing to pay marginally extra for the product if it was eco friendly. The remaining majority disagreed and said they would rather not buy the product.

Green Marketing is awakening in the sense that it triggers the sense of responsibility towards preserving the integrity of the natural environment, while satisfying the human needs and desires.  This recent awakening has of course been ignored in the past for ever, however, the future is certainly different. There is evidence indicating the growing importance of environmental issues in the future. Long-term sustainability of the planet is going to be demanding in terms of distinct changes in the ethical behavior of humans, not only, from the perspective of an awakened marketer but also an awakened consumer. Green marketing and the promotion of responsible consumption and its acceptance by responsible consumers are part of that solution.


  • Jain,S.K. &  Kaur,G.(2004). Green Marketing: An Attitudinal and Behavioral Analysis of Indian Consumers.Global Business Review, 5, pp.187-205.
  • Saxena,R.P. &  Khandelwal,P.K.(2001). Green Marketing: A challenge or an Opportunity in the global opportunity. The Global Studies Journal, 2(3), pp. 59-74.

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