ANALYSIS OF GREEN MARKETING AS ENVIRONMENT PROTECTION TOOL: A STUDY OF CONSUMER OF DEHRADUN

Abstract

Green marketing refers to the process of selling products or services  based  on  their  environmental  benefits  such  as  the contribution    to    reducing    environmental    pollution    and prevention of degradation. Such products are  manufactured, packaged and marketed in an environmental friendly manner and  process. Green  marketing  has  emerged  as  one  of  the most  important  marketing  techniques  in  the  present  global business  environment.  Consumers  now  have  worries  about the  future  environment  of  the  world  and  as  a  result  of  this mostly  prefer  environment  friendly  products.  In  recognition of  these  concerns  of  consumers,  companies  have  started  to make  their  marketing  strategies  more  appealing  by  offering environment-friendly products and promotions. Combination   of   appropriate   marketing   tools   along   with products    and    packaging    can    have    a    multiplier    and accelerating  effect  in  the  conservation  efforts.  Today    most of  the  companies  adapt  green  marketing  as  environment protection   tool.   Present   paper   aims   to   analyze   green marketing  as  Environment  Protection  Tools:  Questionnaire was   designed   and   piloted   on   predetermined   sample   of consumers   of   Dehradun   with   the   motives   of   analyzing consumer  behavior  and  their  green  consciousness  in  their purchase  pattern.    Study  reveals  that   Green  marketing  is  a materialization   of   a   new   market.   The customers   are becoming    more    eco-responsible    and    customers    are concerned   about   environmental   issues   in   new   market.Different suggestions have been drawn out for consideration and implementation by green product marketing companies. It  has  been  stablished  through  the  present  research  that green  marketing    can  have  a  profound  influence  in  Green marketing efforts