Factors Influencing Customer Perception Regarding Green Marketing: A study on Meerut District

Author: Agarwal, Swati

Abstract:
Purpose: This study, search for the factors influencing the customers perception regarding green marketing of Meerut district of Uttar Pradesh. In this study factors explored to understand the customers perception while making the purchase of green products. Design/ Approach: This study used a sample of 271 respondents (both male and female) of different age group. Method of sampling was simple random sampling. Questionnaire and interview method were used as a primary source. Data was analysed and interpreted with the help of factor analysis (Exploratory Factor Analysis) and other descriptive statistics through SPSS (version 24). Findings: Green products are getting more and more importance in different segments. Factors such as social reference, environmental concern, pricing and green advertisement have a significant impact on the perception of customers regarding green marketing residing in Meerut district. Limitations: The study is confined to the sample collected from only Meerut district of Uttar Pradesh. Therefore, the results neither generalized and nor represent workers in other parts of the state and country. Implications: The study has valuable implications for the industries and enterprises. Businesses can consider the effectiveness of factor influencing customer perception while doing the marketing regarding green products. Originality: The factors such as social reference, environmental concern, pricing and green advertisement can derive into a device that encourages industries towards green marketing.

Keywords: Social Reference, Environmental Concern, Pricing, Green Advertisement and Green Marketing.

DOI:

International Journal of Trade & Commerce (Vol: 11 Issue:1)