A Study on Consumer Perspective towards Green Products in Bengaluru City, India
Keywords:green marketing, green products, customer awareness, attitude, purchase intention
AbstractSustainability is a trending concept of the 21st century. With an increase in global warming and carbon emissions, green marketing gained importance and subsequently encouraging green products, which can further contribute to sustainable environment. The consumer play a major role in determining the demand for any product and since green products are eco-friendly, they have created niche for those environmental consciousness customers. In this context, a study on consumer perspective and attitude towards green products will be quite useful for marketers, to understand both, consumers and market. This study focus on the consumer awareness, attitude and purchase intention towards green products.
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