AN ANALYSIS OF RELATIONSHIP BETWEEN MARKETING FACTORS AND CUSTOMERS SENTIMENT TOWARDS GREEN MARKETING

Abstract

The current research endeavours to investigate impact of marketing factors and customer perceptions of green products. In this research, researcher tries to find out which marketing factors are influencing a consumer to purchase green products. In this research, the researcher endeavors to search for factor which is influencing more on consumer sentiment out of five marketing factors, i.e., Product, Price, Place, Promotion and Packaging, that leads to green marketing. After analyzing research data and testing hypothesis and objectives researcher concluded that eco-friendly products are always benefited to the businessmen and the society. There is a lot of positive change in the consumers perception towards eco-friendly goods in last few years. Consumer using eco-friendly products are increasing worldwide. In India inspite of price sensitive behaviour of the consumer large number of consumers are ready to pay more for green products. If eco-friendly product produced, priced, distributed and promoted effectively it will definitely accept and use by the consumers. At the end as a researcher and member of the society I am very positive that FMCG eco-friendly market will grow in future.