GREEN MARKETING: A STUDY ON INDUSTRIALIST’SVIEWPOINTWITH REFERENCE TO KAMRUP (METRO) DISTRICT OF GUWAHATI CITY

Abstract

Green marketing is the marketing of environmentally safe products. The manufacturers of green products has a very wide scope as it includes many activities like modifying existing product to make it environmentally safe, promoting green products, and inducing the habit of purchasing green product. The manufacturer’s prime duty is to protect the environment by curbing the use of harmful elements keeping in mind about the consumer’s well being. The present study tries to find out the industrialist’s perspective about green marketing in Kamrup (Metro) District of Guwahati city about the prospects and challenges of practicing it and to analyze the key factors for preferring it. It is found that respondents choose green marketing because the buyer’s insist on purchasing green products as the buyers now a days are more environment conscious and they also want to bequeath a clean earth to their off springs.