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Rawalpindi women university
Department : management and administrative sciences
group A
Maria Ahmed ( 18540920-021)
Muqaddas Kanwal ( 18540920-015)
Sawera Sabhir ( 18540920-001 )
Hira Mansab ( 18540920-015 )
Topic Influence of Green Marketing on Consumer Behaviour
:

Summary report

Submitted by :

Maria Ahmed

Submitted to :

Mr Imran ali
Semester vii

Program : Honors ( Buisness

Administration )
TOPIC : EFFECT OF GREEN MARKETING ON
CONSUMER BEHAVIOUR

This research paper explains the influence of greenmarketing and its perception among the
consumers who are the the buyers of the products . Green marketing can be defined as
producing and consuming the products that are eco friendly . The environemental preservation
has become a important issue not in business world but also in acedamic research .
Much of rsearch has been carried out on environmental issues .

It is the responsibility of every person of society to go green or purchase and consume

the products that are eco friendly , that oreserves the environment .

Many firms and industries gain the competitive advantage not only by cost leadership
but also by producing and selling those products those products that are eco friendly .
Multi national companies are now doing efforts to go green .

In this study purachase decision making process consists of five steps first is
evaluation of alternative second in information search third one is purchase decision
and post purchase decision .Many companies today are realizing the importance of
environment preservation the are puuting efforts to produce such products that are eco
friendly .
Marketers now a days are making efforts to matket those products that are environmental or eco friendly .

They are shaping their production

The concept of green marketing can be describe in three eras .the concept
of greenmarketing has been revised over the time it can be divided into
three eras

First era lasted till 1970s . This era ocus was the ecological issues like
pollution , water pollution and air pollution the second era was called green
marketing era in which focus was on the clean technology , assurance of
sustainability etc this era lasted till 1980s , the third era focused on
empowering the strict rules of the state .

According to AMA , green marketing can be defined into three ways

Socially marketing definition , environmental definition , and retailing

definition

Retailing marketing defined green marketing as marketing of

products that is eco friendly
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