Green Marketing Communication and its impact on the Consumer Buying Behavior

Abstract

Green Product has become a buzz word among consumers and most of the people are moving towards it because of the environment concern. Following this trend, marketers have also started adopting green marketing Communication to build their brand image and value.

This research has been done with an objective to analyze consumer awareness of green products, analyze the green marketing communication and its impact on the Consumer Buying Behaviour and to assess whether impact of Green Marketing varies with age or income of the Consumer.

To achieve this purpose, Quantitative Research was conducted and 400 structured questionnaires were administered to various people, out of which 206 were received and analyzed for this study. Statistical methods were used in analyzing the empirical data.

The study has revealed the very interesting fact that maximum respondents are aware of and knew about green product. Further it is observed that Green Marketing Communication has a positive significant impact on the buying behavior of the consumer and it is also observed that its impact varies with age and income level of the consumer.

This study provides a valuable insight for the Marketers in creating a road map for a Green Marketing Strategy by addressing consumer environmental concerns by boosting their credibility with the Brand to gain Indian Market Share.

 Key Words: Brand Image, Brand Marketing, Green Marketing, Green Marketing Communication, Green Promotion, Marketing Strategy