Study On Basics Of Green Marketing

Abstract

Purpose In the current scenario, consumers are looking for the well-known brands newlinehaving quality which satisfies their needs. Most people value the environment and newlinebelief to protect it. They are aware about the environmental problems, but it is not newlinenecessary that their purchasing should lie on this basis. There may be a difference newlinebetween their attitude towards eco-friendly cosmetic products and the purchasing, newlinewhich lies on some important factors such as product features, price, promotion and newlineconvenience to purchase. This study aims to discuss the relationship between newlinedifferent age, education and income groups of female consumers with the attitude of newlinefemale consumers towards green cosmetic products. This paper also highlights the newlinepurchasing of female consumers towards eco-friendly cosmetic products and the newlinerelationship of it with their attitude. Design/methodology/approach The sample of newline900 consumers from Delhi region has been taken. Statistics have been used with the newlinehelp of SPSS. Cluster analysis has used in this paper to group the female newlinerespondents according to their attitude towards the green cosmetic products, and newlinefactor analysis is used to combine the correlated variables (describing the attitude of newlinefemale consumers towards green cosmetic products) into factors. Tests such as newlinemultivariate test, chi-square test and correlation have applied to find out the newlineobjectives. Findings It has found that the female consumers having different age and newlineeducation levels do not have different attitude towards green cosmetic products, but newlinethe income level has an impact on it. The women of different income groups are newlinehaving different attitude towards the pricing and recommendation of green cosmetic newlineproducts. Second, there is an impact of green cosmetic products on purchasing of newlinefemale consumers. Third, there is a negative relationship between the attitude and newlinepurchasing of female consumerstowards green cosmetic products. Research newline6 newlinelimitations/implications In this study, the respondents are taken from Delhi region in newlineIndia