CONSUMPTION OF GREEN GOODS: INDIAN MARKETING STRATEGY

Consumption variations are explained by changes of consumer behavior. Due to socio demographic and psychological differences decision making process of consumption is altered. Any single variable is not sufficient to predict efficient outcomes from marketing. Hence a detailed analysis is rather important for Indian consumers. This paper discusses characteristics of Indian consumers to help in formulation of marketing strategies to effect consumption. Environmental degradation is a global concern. A shift to green goods is essential. Although being a large scale market of an advanced country, Indian consumers lack interest in green goods. We will discuss perception of Indian consumers towards green goods. For marketing we want to understand what changes have occurred in between social classes and produce strategies for growth of Indian green goods consumption