Impact of Green Marketing on Consumer Purchase Intention and Sustainable Development
M.S Jeevandas1, Lekshmi D Nair2, Soni Vivek3
1Lekshmi D Nair, M.Com Student, Department of Commerce Amrita Vishwa Vidyapeetham, Amritapuri, India.
2Soni Vivek, Assistant Professor, Department of Management Amrita Vishwa Vidyapeetham, Amritapuri, India.
3M.S Jeevandas, Student, Department of Management, Amrita Vishwa Vidyapeetham, Kollam (Kerala), India.
Manuscript received on 07 April 2019 | Revised Manuscript received on 20 April 2019 | Manuscript published on 30 April 2019 | PP: 165-169 | Volume-8 Issue-6, April 2019 | Retrieval Number: F3614048619/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Today, the Term “Eco-friendly” is a Prevalent and most alluring word within general population over the globe. As we are now aware about the harm mankind is creating to environment, the eco friendly and green products are gaining popularity. Sustainable development is yet another common term in this era. This study conducted in the southern districts of Kerala focuses on how green marketing leads to purchase intention of the products and then towards sustainable development. Even though the term green marketing is not familiar within Keralites, they are much passionate about eco friendly or green products. A sample of 200 was collected and analysed using average percentages, correlation and chi-square tests so as to determine how green marketing tools improves purchase intention of the customers, trust of customers towards ecolabelling and also to understand how green marketing and sustainable development are interrelated. The results after analysis of data disclosed there are a large number of prospective customers for green products and subsequently their number can be increased with increased initiatives in green marketing activities. The conclusions from the study can be additionally used to dissect the influence of green marketing on the purchase motivation of the customers in different areas, accordingly adding to a supportable improvement of the economy.
Keyword: Green Marketing, Green Washing, Green Myopia, Sustainable Development.
Scope of the Article: Marketing and Social Sciences