International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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EFFECT OF GREEN MARKETING STRATEGIES ADOPTED BY COMPANIES OF GREEN ELECTRICAL COOLING APPLIANCES ON CONSUMER BEHAVIOUR.

    2 Author(s):  ANCHAL ARORA, DR.H.S.CHAHAL

Vol -  7, Issue- 9 ,         Page(s) : 62 - 74  (2016 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

The present research investigates various green marketing strategies adopted by electrical cooling appliances companies and consumer’s awareness level regarding the same. The main aim of this paper is to study the effect of green marketing strategies adopted by companies on consumer buying behaviour in context of electrical cooling appliances in Punjab. This paper reviews the theory of green marketing to identify how customers are persuaded to purchase green electrical cooling appliances i.e. air-conditioner & refrigerator. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 323 respondents visiting various companies selling electrical cooling appliances i.e. white goods. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, percentage and factor analysis.

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