Green Marketing Efforts on Behaviour of the Consumer : A Study. Special reference to FMCG companies

      Аннотация: This book beautifies the concept of Green Marketing & its impact on Consumers. It basically tries to project the perception of consumers towards Green FMCG products. It also highlights several corporate spoor which embellishes this concept of green or eco-friendly approach. These enterprises not only give a hand to counter the climatic intricacy but also create a distinct image in society.This book also spotlight on impact of Green Marketing on the brand & product image of a company. It also describes various factors which influence consumers in taking a Green Purchase Decision. This study is an attempt to create a green lifestyle by changing the behavior of the customer & society at a large.

Ключевые слова: Green Business, green marketing, consumer behaviour, FMCG Sector, sustainability