ABSTRACT

Society is becoming conscious about environment; organizations have started to adapt their strategies to address society’s “new” concerns. The primary aim of this study is to understand the effects of green marketing on female consumer behavior and to understand the value that female customers receive from purchasing green products. The study has been conducted in Delhi/NCR. While conducting this study it was found that female consumers are aware of green marketing and they are willing to spend reasonably high since green products provides long term benefits. However there is scope for green brands to innovate product at affordable prices to achieve vast market at domestic and international levels.

For full text of this article, Contact Mr. Jitender Sharma at jitender.sharma@jaipuria.ac.in

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