Impact Of Social Media Promotions On Young Customers For Purchasing Of Green Products

Abstract

Today's generation have come to care about their planet- that is a shift towards greener planet. With this young generation witnessing a drastic climate change, they are shifting their preference of usage of green products in their daily activities. This generation is more concerned about environment this may be because they learn about climate change either in their lessons or become aware through various government initiative or advertisement through online media's, television, print or radio. Especially movies on environmental concern create a remarkable impression in the minds of youngsters that they should move towards eco- friendly products.

As this generation are more interested in outdoor activities and are more prone towards social media usage, they like to be trend setter among their peer groups by using such green products.   This study makes an attempt to know how social media advertising creates an impact on young generation to use planet friendly products. people are waking up to the urgency to name a few we all witnessed pandemic, floods, out of control wildfires, more infectious diseases, stress at work place, health conscious people, all these factors make youngsters to feel that we already have a broken relationship with nature, which has to be set right with more conscious behavior.

Purpose: Today's youth being more responsible towards sustainable environment and they develop green habits, marketers can concentrate on their marketing strategy especially green products promotion which attracts young generation on various social media platforms. This is because, every youngster in the age group of 20-30 years are on social media and depend on content posted by such platforms.

Methodology: A well-structured questionnaire designed for youngsters who fall in age group between 20-30 years, secondary data will be collected from magazines, articles in newspaper, E- Paper and journal.

Major implications: This paper would help green marketers to employ innovate strategies to make young consumers become aware and purchase planet friendly products either in the form of food for health benefits, fashionable dresses suiting climatic changes, cars or bikes they use, home decors etc. Also Government can bring in awareness about availability of green finance for young entrepreneurs to promote Green start up.