Marketing research papers india

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Call for Papers | Journal of Marketing Special Issue: Better Marketing for a Better World

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Indian Journal of Marketing

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Although a variety of research on green marketing has been conducted across the globe; little academic research on consumer perception and preferences has been carried out in India. This research provides a brief review of environmental issues and identifies the green values of the consumers, their level of awareness about environmental issues, green products and practices.

A study was conducted on respondents.


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  • High level of awareness about green marketing practices and products was found among the consumers. Green values were also found to be high among the respondents. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers.

    Results of regression analysis reveals the view that overall green values, awareness about green products and practices and the perception regarding seriousness of marketing companies towards green marketing had positive significant impact on consumer persuasion to buy and prefer green products over conventional products.

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    Skip to main content. Email Facebook Twitter. Abstract Concerns have been expressed by manufacturers and customers about the environmental impact of products during recent decades. Thumbnails Document Outline Attachments. Highlight all Match case. Whole words. Toggle Sidebar.

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