MARKETING OF GREEN PRODUCTS AND ITS UNDERLYING PRACTICES

According to the American marketing Association green marketing is the marketing of products that are presumed to be environmentally safe. Every company has its own favorite marketing mix. Companies that develop new and improved products and services with environment inputs in mind give themselves access to new markets, increase their profit sustainability, and enjoy a competitive advantage over the companies which are not concerned for the environment. This study discusses the manufacturers green marketing practices and analyze the respondents’ views about Green Marketing Practices. The researcher has selected 149 units, as samples selected through Proportionate Stratified Random sampling method. The researcher uses the interview schedule instrument to collect the data from the respondents. The main objectives of the study is consists, to know the awareness level of respondents about green marketing practices and which factor more accounted to adopt green marketing practices into their business. Therefore, to know the perception level on the green marketing practices; There are 30 statements observed by the researcher which are relevant and accounted for green marketing practices. The factor analysis technique applied for the purpose of extracting the latent factors accounted for green marketing practices. From the results of factor analysis, “business ethics” factor is high loading factor to influence the sampled respondents to adopt green marketing practices. Another thing should be noted that most of the respondents in the study very aware of green marketing and its practices. Finally the researcher offers suggestion for improvement of green marketing practices