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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 168) Last page : ( 174)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00026.4

Impact of Green Marketing Tools on Consumer Buying Behaviour

Mokha Anupreet Kaur*

Assistant Professor, SGTB Khalsa College, University of Delhi

*Corresponding Author E-mail: anupreetmokha.6@gmail.com

Online published on 2 June, 2018.

Abstract

Green marketing refers to the marketing of products and services that are presumed to be environmentally safe. Green marketing is different from traditional marketing, as green marketing focuses on promoting environmental friendly products. It is also known as Environmental or Ecological marketing. These activities are rapidly growing across the globe and have an important role in creating awareness among the consumers regarding the eco-friendly products and their impact on the environment which helps the consumers in their buying decisions. This paper attempts to analyze the impact of green marketing tools i.e. eco-labeling, eco-branding and environmental advertising, on consumers buying behavior. Linear Regression technique has been used to analyze the objective. Results show that eco-labels, eco-brands and environmental advertising show a positive and significant impact on consumer buying behavior.

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Keywords

Green Marketing, Eco-labels, Eco-brands, Environmental Advertising, Consumer Buying Behavior.

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