Vol. 12, Special Issue 9 (2023)

Author(s):
Bhavini B Patil, Suma Hasalkar and JS Sonnad

Abstract:
Going green means leading a lifestyle that’s not just more beneficial for people who do it, but for their surroundings as well. All the green products that we use provide benefit for the people not just economically, but also socially and environmentally. The green marketing is defined as the activities taken by the firms that are concerned about the environment or green problems by delivering the environmentally sound goods or services to create consumers and society’s satisfaction. The study was taken to know the different types of green products available in the market through market survey. The data was collected from 30 shops of from the urban and rural area respectively. The results revealed that majority of the shops had both green and conventional products in both the areas. In both the areas organic food products and green cosmetic products were available in almost all the selected shops. Shopkeepers provide polyethylene bag to carry their products to customers. Eco label and content of the product determines the greenness of the product, recyclable symbol and organic label were the most accepted ecolabels. Health and environmental consciousness and quality concern were the major contributing factors for increasing awareness among the consumers. Consumers were not sure about the greenness of the products and they feel that these costlier than the conventional products so they hesitate to purchase. The research and development expenses should be increased to bring some innovative and better ways to generate, communicate and deliver green products and services by all stakeholders like policy makers, educationists, social development workers, the government and private agencies and the producers at large. Promotion of green concept should start from school level itself. Green advertisements should be encouraged at public places to create awareness among consumers.