Consumers Awareness towards Green Marketing – A Study of Srinagar City

Abstract

Because of the concern shown by the society towards natural environment, businesses have begun to modify their behavior in an attempt to address society’s “new” concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. Thus green marketing incorporates a broad range of activities including product modification, changes to the production process, packaging changes, as well as modifying advertising. Many firms are beginning to realize that they are members of the wider community and therefore must behave in an environmentally responsible fashion. This translates a belief into firms that they must achieve environmental objectives as well as profit related objectives. Governmental regulations relating to environmental marketing are designed to protect consumers in several ways ensure that all types of consumers have the ability to evaluate the environmental composition of goods. Governments establish regulations designed to control the amount of hazardous wastes produced by firms. Whilefirms must bear much of the responsibility for environmental degradation, ultimately it is consumers who demand goods, and thus create environmental problems. Green marketing requires that consumers want a cleaner environment and are willing to “pay” for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. It needs coordination between consumer and organization which can to lead the green marketing revolution.