GO GREEN: THE NEW MANTRA OF SUCCESS (A Study on Consumer Attitude towards Green Products)

By Ms. ANJNA DUBEY TRIPATHI Research Scholar & Faculty, Department of Business Administration, A.P.S.University, Rewa (MP) DR. ATUL PANDEY Senior Lecturer, Department of Business Administration, A.P.S.University, Rewa (MP)

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Ms. MAMTA MANSHANI Research Scholar & Faculty, Department of Business Administration, A.P.S.University, Rewa (MP)

ABSTRACT
In recent years, due to the enormous amount of environmental pollution which directly connects with many manufactures and consumers, environmental issues have been noticed increasingly. Due to the fact Green Marketing has been used as marketing tool with the help of which the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment. Keeping this in mind there is an attempt to present some basic concepts of Green Marketing and try to clear terminologies about Green Product and Green Consumer. This paper focuses primarily on why consumers purchase or do not purchase green products. The paper also covers some basic strategies used by marketers for Positioning and promoting the Green Products. While the purpose of study was to know the attitude, behaviour and preferences of Consumers towards Green Products. The research has been done through using Secondary and Primary data both. The study also contribute to explore the opportunities for Green Marketing from Consumers point of view as Green markets are growing and provide an excellent opportunity for the industry to strengthen its environmental image and overall competitive position.