Consumer perception of green product: Young generations point of view
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 11, Pages 4409-4418
Abstract
The current prevalent situation has highlighted the frugalness of present market situation. Although this year has been one of the worst years due to the global pandemic, but on the other hand somehow this has given a positive change on the environment and individuals’ mindset as well. They are more aware and conscious about the environment, and the surrounding they are living in. people have seen this change in positive light and have a general feeling to maintain and contribute to keep the situation in the same way. So as per the researches it is the right time to test the waters for green products as more and more buyers will be inclined to their bit and hence offers a new window for green marketing/green products.The researcher intends to carry out primary research for analyzing the perception and possible growth of these green products. Youth being the key driver for Indian economy, the researcher intends to gather the data from age group of 16-25. As this age group does not hesitate to trying out new brands/products. Hence the researcher feels that the perception and buying behavior of this targeted group will help researcher to have a better insight of their psyche along with pointers to how to move ahead with green products for manufacturers. The researcher would like to explore many untouched areas which are rarely looked at and would like to find solution which can be applied and adapted by the business sector. The research will also throw light on mind set of targeted population while giving insight about their buying behavior towards green products. There will be vast difference between green marketing and traditional way of marketing post the global pandemic, which the consumers and the producers have to take in account. Here the researcher has tried to study how green marketing/green products will be bringing a change.
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