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Abstract

Customer’s attitudes are changing towards the environment to encourage innovation for conservation and the benefits from this source of innovation are certain to outlive our current generation. Consumers and manufactures have directed their attention towards environment friendly products that are presumed to be “green” or environment friendly like low power consuming (energy-efficient) electrical appliances, organic foods, lead free paints, recyclable paper and phosphate free detergents. Although a variety of research on green marketing has been conducted across the globe, as such only little academic research on consumer perception and preferences has been carried out in India. The researcher in their study provides a brief review of environmental issues and identifies the green values of the consumers, their level of awareness about environmental issues, green products and practices or using various green services. This paper highlights the consumer’s perception and preferences towards green marketing practices and products with the help of a structured questionnaire. The study was conducted to know the significant influence of environmental knowledge and consciousness on consumer environmental attitude. Everywhere now has a real sense that environmental protection is highly necessary.

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