文章基本信息

标题：Green Marketing and its impact on consumer behavior
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作者：Syeda Shazia Bukhari
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2011
卷号：3
期号：4
页码：375-383
语种：English
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：Environment friendly, so called green marketing has become a discussed subject and companies are constantly trying to find the best ways to reach the customers with their green message. Customers are becoming more demanding and they have started to pay more attention to the environment. What is important with brands is how customers perceive them, what the image of the brand is. The aim of this study is to find out how consumer behavior is influenced by Green Marketing by Companies. The research study took place in Udhampur district in Jammu & Kashmir, during the spring 2011. A questionnaire was designed in order to find out how people perceive Green marketing and how aware they are of the â€œenvironmental contributionâ€ that is being made by the companies. The question we wanted to find a respond to where â€œWhether the purchasing behavior of consumers is affected ifÂ companies go green?â€ The results from this illustrates thatÂ companies need to increase their communication with the customers on going green, and that attributes like price and quality are more important than â€œenvironmental responsibilityâ€.Â