Study on Consumer Awareness of Green Marketing Strategies and its impact on Environment Safety

Abstract

Green revolution, environmental protection, sustainable life style/growth, protecting the earth has become a natural phenomenon in our day to day life.Green marketing efforts are also with the objective of making living of human being comfortable by reducing carbon emission and global warming. To promote green environment, the Indian Government has banned thin plastic bags which cause pollution. Also local municipal authorities insist on separating dry and wet garbage and they have provided separate dry and wet dustbins to consumers. Local municipal authorities stated that the consumers' response has been good. 5 retailers were contacted to know consumers' response to ban on thin plastic bags by Government. Retailers have stopped giving thin plastic bags and the consumers have resisted this change. In order to study consumer awareness and the impact of green marketing strategies, a market survey was carried out by the researcher in Pune city. Market survey results reveal that the impact of green marketing strategies is more on young, educated male consumers.