Published Paper Details:

Increasing awareness of the various environmental problems has led to a shift in the way consumers go about their life. Many consumers now display concern about environmental deterioration and are moving towards a greener lifestyle. People are now aiming to reduce their impact on the environment. In this paper, the researcher has focused on the youth and has tried to understand their level of environmental awareness, their perception about the 4P�s of green marketing, and purchase intention. An online questionnaire was used to collect responses from people across India. A total of 236 responses was tabulated and analyzed. The results showed that factors like price, availability, and product perception affect the green purchase. Further studies are needed to widen the scope of research in other areas of green marketing programs and strategy. Future research can be done for different types of buying situations or for buying decisions having different levels of involvement.