Green marketing consumer attitude towards eco friendly fast moving household care and personal care products
GREEN MARKETING: CONSUMER ATTITUDE TOWARDS ECO FRIENDLY FAST MOVING HOUSEHOLD CARE AND PERSONAL CARE PRODUCTS Green marketing is the process of developing products and services that do not have a detrimental impact on the environment and promoting them to satisfy the customers who prefer products of good quality, performance and convenience at affordable cost. It is reported that, to a great extend, environmental degradation has been brought about by the over consumption activities of private households. India is no exception to this rule. With the growth of Indian economy, the Indian consumer has higher disposable income than before. With the ever increasing penetration of internet and social media, the purchasing behaviour of Indian consumers has changed dramatically. The spread of education and thus awareness has made Indian consumer pay attention towards deteriorating environment. However, the consumers" indications of positive attitude towards environmental issues do not necessarily lead to actual environmentally friendly purchasing behaviour. The primary objective of this study is to determine the attitude and perception of the Indian consumers for eco friendly fast moving household and personal care products in terms of product, price, place, and promotion. The study specifically focuses on fast moving consumer goods because they have a quick turnover, are of relatively low cost and used almost daily by individuals. The study is conducted in urban Faridabad, a National Capital Region city, with demographic profile of people as independent variable and targeting people who have achieved education at least up to higher secondary level.