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Green Marketing: An Empirical Study on Jharkhand Context - Consumer Perception and Preferences

ANWESH: International Journal of Management & Information Technology

Volume 5 Issue 1

Published: 2020
Author(s) Name: Savita Sodhi and Anupam Ghosh | Author(s) Affiliation: Dept. of Mgt., Birla Institute of Technology, Mesra, Ranchi, Jharkhand, India.
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Abstract

Most of the manufacturers and customers have expressed about the environmental impact of the product and have directed their attention towards using environmentally friendly products. These products are supposed to be environment friendly in a way of efficient in energy, organic in nature and recyclable. Likewise, Jharkhand marketers also realise the importance of green marketing concept. Broadly research has been conducted by the researchers on green marketing, but barely research has been carried out covering the rural sector on consumer perception and preferences. This research briefly explains the environmental issues of Jharkhand region and identifies the green values of the consumers, the awareness level about the ecological aspect, green product and practices. The study conducted on green marketing practices and products also emphasizes the perception and the preferences of consumers. This study is carried out with a structured questionnaire of 119 respondents. The paper is followed by a brief introduction and literature review on green marketing. In the next section analysis of the data is performed with a final conclusion and discussion.

Keywords: Consumer perception, Consumer preferences, Green marketing, Green products, Marketing practices.

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