ISSN

2321-5763 (Online)
0976-495X (Print)


Author(s): Anupreet Kaur Mokha

Email(s): anupreetmokha.6@gmail.com

DOI: 10.5958/2321-5763.2018.00026.4   

Address: Anupreet Kaur Mokha
Assistant Professor, SGTB Khalsa College, University of Delhi
*Corresponding Author

Published In:   Volume - 9,      Issue - 1,     Year - 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.


Cite this article:
Anupreet Kaur Mokha. Impact of Green Marketing Tools on Consumer Buying Behaviour. Asian Journal of Management. 2018; 9(1):168-174. doi: 10.5958/2321-5763.2018.00026.4


Recomonded Articles:

Author(s): Anupreet Kaur Mokha

DOI: 10.5958/2321-5763.2018.00026.4         Access: Open Access Read More

Author(s): Ruddhika Ardey, Rithika S, Nikhita Singh, Smita Mehendale

DOI: 10.5958/2321-5763.2018.00126.9         Access: Open Access Read More

Author(s): Nidhi Gopal, Palak Bhandari, Smita Mehendale

DOI: 10.5958/2321-5763.2018.00117.8         Access: Open Access Read More

Author(s): R. Shridhar, Radhika Shrivastava

DOI: 10.5958/2321-5763.2018.00114.2         Access: Open Access Read More

Author(s): S. Radhakrishnan, P. Deepan Bharathi, S. Yesu Suresh Raj

DOI: 10.5958/2321-5763.2017.00099.3         Access: Open Access Read More

Author(s): Rajesh Kanthe

DOI:         Access: Open Access Read More

Author(s): Ambarish Ghosh, Aparna Ghosh

DOI:         Access: Open Access Read More

Author(s): Meenakshi Sharma, Leela Rani

DOI:         Access: Open Access Read More

Author(s): Meenakshi Sharma, Leela Rani

DOI:         Access: Open Access Read More

Asian Journal of Management (AJM) is an international, peer-reviewed journal, devoted to managerial sciences. The aim of AJM is to publish the relevant to applied management theory and practice...... Read more >>>

RNI: Not Available                     
DOI: 10.5958/2321-5763 


Recent Articles




Tags