Due to the environmental issues, green products have got more attention during the latest years and the availability of such products is increasing. It has been the global concern for the purpose of the preservation of the environment. This study aims to study the perception of consumers about green marketing. The corporate firms perceive that green marketing is an effective tool not only to achieve the organizational goals and but also to gain competitive advantage and build brand equity also as the greener firms are preferred nowadays. The government of India has made it mandatory for the organizations to be socially responsible. The firms are using Corporate Social Responsibility as green marketing strategy. Fast Moving Consumer Goods (FMCG) sector is a considerably large sector in the economy. As the corporate firms are constantly in search of new ideas for customer delight, this paper attepts to give an in depth insight into demography of customers in order to get the newer ideas that could be turned into effective marketing strategies.
Prof. Dr. Bilal BİLGİN