GREEN MARKETING: AN APPROACH TOWARDS SUSTAINABILITY

Abstract

With the implementation of the Sustainable development goals it is our responsibility as responsible citizens of the country to contribute the little we can. We all play the role of a consumer in our everyday lives. As consumers we can avoid so many mistakes like exchanging plastics bags while shopping by replacing them with reusable cloth bags. Just as the action of a consumer makes a difference so does knowledge. The main objective of his research is to establish the growth in awareness of sustainability and eco-friendly behavior by comparing the consumer response of different age groups using the Goodness of Fit test. At the end of the test we have been able to conclude that with growing impact of severe ecological conditions consumers are changing their decision-making process and focusing on eco-friendly purchases. The present paper will assist the companies to market their sustainable goods to the correct target audience based on consumer preferences.

Keywords - Green Marketing, Sustainability, Green Product, Green Service, Sustainable Development