Both consumers and corporate houses are paying attention to environmental issues,
and green products are gaining momentum as a result. This chapter studies the
concept of green marketing along with its important aspects influencing the buying
decision of consumers in South Kolkata only. Convenience sampling method was
adopted to select the total sample of266respondents consisting of 103 males and
163females with the help of structured open-and closed-ended questionnaires. Both
primary and secondary data collection methods were adopted here in this research.
Independent variables are environment friendly, packaging, innovative, quality,
brand value, and dependent variables purchase intention. A mixed result is observed
regarding perceptions towards green products. Thus, based on such findings, no such
generalization can be made and have to consider heterogeneity among culture,
demographic, geographical variables, which varies from place to place.
