Title: Green marketing in India: a study of consumer behaviour in Punjab

Authors: Mohd Farhan

Addresses: Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India

Abstract: A continuous degradation of the environment has led the consumers to incline towards green products in order to preserve the earth. This attitude of consumers compelled many organisations to produce environmental friendly products. This research gives a deep insight for producers of the green products and suggests organising and promoting campaigns for green products and find out level of awareness about green products in India and compare the attitude of its users and non-users. The data has been collected from 390 respondents in four cities of Punjab, i.e. Ludhiana, Amritsar, Jalandhar and Patiala. The sample cities were selected on the basis of the fact that green products are expensive. Hence cities with a higher per capita income were selected. Results of this study show that health is the most important factor behind the use of green FMCG product followed by environment consciousness, willingness for sustainable development, and promotional activities.

Keywords: green products; FMCG; attitude; behaviour; factors; discrimination model; Punjab; health; promotion; packaging.

DOI: 10.1504/IJGE.2017.089853

International Journal of Green Economics, 2017 Vol.11 No.3/4, pp.217 - 231

Received: 31 Oct 2017
Accepted: 11 Dec 2017
Published online: 13 Feb 2018 *

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