A STUDY ON CONSUMPTION PREFERENCES AND ATTITUDE TOWARDS GREEN PRODUCTS: A GREEN MARKETING CONCERN
Keywords:
Green Products, Green MarketingAbstract
Green marketing plays a pivotal role in today’s time. It is indeed necessary to know about how consumers perceive and behave towards Green Products. This study emphasises on Preferences and Attitude of Consumers towards various Green Products on a sample from the city of Surat in Gujarat state of India. Overall, it was found that people have highly favourable attitude towards green products and are ready to purchase / are purchasing green products. 5-point Likert scale was used to study attitude of consumers towards these products.
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