Consumer Attitude Toward Green Marketing

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LITERATURE REVIEW
Some literatures were reviewed in the course of this study. These include the previous researches which are as:
1. Sourabh Bhattacharya (2011) conducted research on “Consumer Attitude Towards Green Marketing In India”. According to him, Marketing is the process which begins with identifying the needs of the consumer and further includes product development, delivering products to the consumer and providing after sales service. The conventional marketing process is not specifically concerned or bothered about environmental safety. The contemporary green marketing concept, on the other hand, analyzes, ecological compatibility of the product. It emphasizes on the formulation of marketing strategies in conformation with environmental safety or protection.
Conventional marketing paid little attention to the pollution caused to the environment from the actual usage of the products, the raw materials used in manufacturing or from the packaging materials used. Conventional marketing concentrated on profit taking, while green marketing maintains the philosophy that doing business for a longer period is not possible without protecting the environmental.
He concluded that the green marketers in India should carry out heavy promotional campaigns, because a majority of the Indian consumers are not sure about the quality of the green products. They are indecisive whether to pay premium for purchasing green products. They are highly suspicious regarding the real greenness of the eco-friendly products and tend to search for more information before buying. All these have a negative impact on the success of green marketing in India. Therefore, the green marketers must do heavy promotion, so that the target customers are convinced about the qualitative aspects of the green products. This is very important as the Indian consumers are in general price-sensitive and green products are costlier. If they are not convinced with the quality of the green products, they

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