Green Marketing Strategies for Cottage Industry

Abstract

After the infectious spread of the covid-19 pandemic, consumers are becoming more healthconscious newlinein order to protect themselves from various types of diseases and pollution in the newlineenvironment. The shift in consumers thinking and perceptions about the usage of low-cost plastic newlinein toys is forcing companies to redesign their product strategies and even the materials that go newlineinto the production of the toys. The sustainable toys market requires organizations to include newlinenatural and eco-friendly materials in production process. These products are basically newlinemanufactured using cotton, wool, and natural colors to paint the toys. The research study was newlinecarried out in Karnataka state to understand customer awareness and attitude towards green toys newlineand to analyze their purchase intentions. The rationale behind choosing Karnataka was that the newlinestate tops second position in terms of total output and the state is meant for two globally newlinerecognized brands of toys such as Channapatna toys and Kinnhal toys. The state has a biggest newlineinfrastructure set up in the Koppal district to promote toy manufacturing cluster in the year 2021 newlineand has a built a training institute to provide training and upskilling of laborer s working in this newlinesector. Being a resident of Bengaluru for more than five decades, chose Karnataka state to learn newlineabout the behavior of various customers towards purchasing of green toys. newline