IMPACT OFPRICE ON GREEN CONSUMER PURCHASING DECISION

Abstract

One of the main goals of marketing is to reach the consumer at the moment that most influences their purchase decision. Marketing involves more than just promoting and selling a good or service, it aims to educate, communicate and influence society. In recent years, global warming, climate change and pollution are some of the concerns that have been raised internationally and have resulted in more consumers becoming aware of environmental challenges confronting them. These environmental challenges have gained prominence in the business environment, as well as in the public domain. Thus,these critical environmental issues combined with the demand by consumer groups for green products have led to the emergence of green marketing.