To Analyse The Consumer Awareness With Respect To Practices Followed By Companies With Green Product

Abstract

Green marketing is now becoming an important area of attention for both companies and society in general. It is similar to traditional marketing, the only difference is that it incorporates marketing activities that entail manufacturing, differentiating, pricing and promoting goods or services which are environmentally safe and are able to satisfy consumers’ environmental needs. Green marketing is defined as a range of activities, which include alteration of the production process, adjustment of product lines and progression in packaging, as well as transforming advertising. The term “green marketing” is used interchangeably with “sustainable marketing”, “ecological marketing” or “environmental marketing”. The objective is, ultimately, to sell products that are harmless to the environment, whilst simultaneously actively encouraging consumers to support and protect the environment. People started to rethink their own behavior and started to ask for more environmentally safe products. In response to that, companies reformed their operations and strategies and a trend called sustainable development was born.