Perception of Marketers of Green Products: An Empirical Study

Abstract

Global warming, air pollution, scarcity of water and increased frequency of disasters are warnings of objectionable human interventions on exploiting nature. Both business houses and consumers have responsibilities to work for stabilization of the natural environment. Consumers are also concerned about the products which are adversely affecting the environment. Institutions that often form the link between the business houses and consumers are the wholesalers and retailers. Both can contribute to a great extent towards formulating policies on climate change, waste management and pollution and make people aware of the need for a sustainable and balanced ecology by planning their business processes in an eco-friendly manner. In this context an attempt is made to study the marketer’s perception in marketing of green products in Malappuram District of Kerala State. Primary data have been collected from 60 retailers through a structured questionnaire. Purposive sampling technique has been used for selecting the sample. Percentage analysis, Independent t test and mean score have been used to analyze the data. The study infers that competition is the main motive for marketing green products. Similarly, high product cost, lack of awareness of consumers about the products and lack of financial support from the government are the most common problems they face.