Green Profiling of Consumers. A Descriptive Study

      Аннотация: For decades, the issue of environmental preservation has been on the top of the agenda of global concerns. Despite the environmental attention in the 1970s, it has been only in the late 1980s that the idea of green marketing has emerged. Although India aspires to become an Asian country with worldwide importance, its environmental quality lags far behind to some of the Asian countries. India too suffers from dangerously high levels of air pollution, poor water quality, and high levels of exposure to severe traffic noise, high levels of the garbage disposal and rapidly diminishing landfill space. There is a growing concern regarding the preservation of the environment. Many people now realize the issues of environmental protection. Since the government and public are more responsive to environmental aspects while consuming products, businesses have also felt the necessity to display green behavior. As a result, more and more marketers are coming out with products that are 'green' or 'environment-friendly'. Considering the remarkable growth rate of green product markets, companies perceive tremendous market opportunities in the development of green products for the Indian market.

Ключевые слова: green marketing, Green consumers, profiling, India, Environmental Friendly, Sustainable Marketing