Environmental issue is an emerging trend now a day as almost every country’s government and society has started to be more aware about these issues. This leads to a trend of green marketing used by the firms as one of the strategies in order to gain profit and protect the environment. The term Green Marketing came into prominence in the late 1980s and early 1990s. The last decade has shown that harnessing consumer power to effect positive environmental changes is far easier said than done. Consumers and manufactures have been shifted their focus on ecological goods that are presumed to be green or can say that are environmental friendly. It encourages the innovation in existing products and introduction of new products. Consumers are active supporters of environmental health and are the heaviest purchasers of green and socially responsible products. They also have the power to influence other consumers. The green movement has been expanding rapidly in the world. With regards to this consumers are taking responsibility and doing the right things. Consumer awareness and motivation continue to drive change in the marketplace, notably through the introduction of more ecofriendly products. Social movements, media are also nowadays enhancing consumer’s attention towards the environmental effects a product may have. To cope with these changes in the society, marketers have adopted green marketing concept in order to sustain in the market The purpose of this study is to investigate the impact of Green Marketing on Consumer Buying Patterns and Decision Making.
Consumers, Green Marketing, Buying Pattern, Ecofriendly, Environment
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