Measurement of CONSUMER Attitude towards Green Products A Study of Delhi NCR Consumer
Abstract
What is more important in green marketing is the meaning of green. The term green refers to the category of such products and services that are less harmful, eco-friendly and do not cause irreparable damages to the environment and at the same time these are capable of satisfying consumers need by offering a good return on investment to the marketer. Marketing of green products is a potential problem for marketer and one of the reasons for this problem is the consumer s attitude towards green product This research study is based on primary data, which is collected by surveying the consumers of Delhi, NCR. The focus of the study is on the measurement of consumer’s attitude towards green products. According to a research, large number of consumers show concern for environment and environmental problems but are less enthusiastic about purchasing green products if offered as an alternative. Consumer’s attitude is an integral element in a well crafted marketing program and it also affects the success of the product. In this study we discuss the chief component of the consumer’s attitude and examine how the results, after measuring them, can be used to supplement the marketing program and STP strategies for green products.
Authors
Rajeev Sirohi, Pankaj Chauhan