GREEN MARKETING PRACTICES AND ITS IMPACT ON CONSUMER BEHAVIOUR TOWARDS ADOPTION OF ECO-FRIENDLY PRODUCTS

Abstract

Over the past three decades environmental sustainability became a dominant role in marketing sector.  As a result, the term green marketing was emerged and refers to do promotional activities and emphasize the environmental benefits of products and services.  Therefore, the government and private organisation have promoted the companies and firms to adopt green marketing practices with eco-friendly products like recyclable, biodegradable, and sustainable packaging and delivery.  The primary objectives of the study were to examine the awareness of green marketing practices among consumers and assess consumer attitudes towards eco-friendly products and factors affecting the adoption of eco-friendly products.  The descriptive research method was used.  Both qualitative and quantitative data was collected.  The total of 200 consumers were identified in different parts of sample district by using convenience sampling method and structured questionnaire was to collect the primary information from sample consumers. The study highlights that age, education, occupation and monthly income shows higher awareness among consumers about eco-friendly products.  Also, the consumers have positive attitude about eco-friendly products in the aspect of environmental awareness, social influence, perceived product quality, price compassion, and overall attitude.  Further, environmental awareness, product quality and overall attitude among consumers increases the adoption of eco-friendly products among consumers.  However, the cost of products, availability and accessibility of products decreases the adoption of eco-friendly products among consumers.