Consumer Awareness And Knowledge Of Green Marketing And Green Electronic Products In Haryana: An Empirical Investigation

Abstract

As environmental concerns continue to gain prominence globally, the adoption of green marketing practices and products becomes imperative. This empirical investigation delves into the consumer awareness and knowledge of green marketing, specifically focusing on green electronic products, within the region of Haryana, India. The study aims to assess the level of awareness among consumers regarding environmentally friendly products and the extent of their knowledge about green marketing strategies employed by electronic product manufacturers. Using a mixed-methods approach, data was collected through questionnaire from a diverse sample of consumers across various demographics in Haryana. The survey questionnaire was designed to gauge consumers' understanding of green marketing concepts, their perception of green electronic products, and their purchasing behavior concerning such products. Preliminary findings indicate varying levels of consumer awareness and knowledge regarding green marketing practices and green electronic products in Haryana. While some consumers demonstrate a high level of consciousness and actively seek out eco-friendly alternatives, others exhibit limited awareness or skepticism towards green initiatives. Factors such as price, product performance, brand reputation, and accessibility of information emerge as critical influencers shaping consumer attitudes and behaviors. The findings hold implications for marketers, policymakers, and environmental advocates aiming to promote sustainable consumption patterns and enhance consumer engagement with green products.