Abstract
Increasing environmental concern has evolved new relationships among consumer behaviour, marketing and the environment. Such relationship has been manifested in two ways: an increase in public awareness about environmental aspects, and an increase in the evidence of environmental responsibility or green marketing activities. Thus, the increase in environmental consciousness and concern seems to be a good incentive for decision-makers in the field of marketing to adopt new management practices. Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The present study was an attempt to look into more about identifying dimensions of consumer segmentation on the basis of their perception towards green marketing issues and influence of age of consumers on their perception towards green marketing. This study concludes that consumers may be segmented on the basis of their perception towards green marketing practices. Further Age wise significant difference found for the Green Aware Consumers.
Key-Words / Index Term
Environmental concern, Green Marketing, Consumer Behavior, Factors
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