A STUDY TO ANALYSE GREEN MARKETING CONCEPT IN AUTOMOBILE INDUSTRY

Abstract

Purpose: Due to the increase in the environmental concerns there is a need for the introduction of sustainable concept in the market. This paper aims at identifying the customers? awareness on green marketing in automobiles and the willingness of the customers to adapt to the changing scenario. Design and researchmethodology:Thepresentstudyisbasedonanempiricalresearchcarriedonusingasurveymethod. It dealt with collecting, organising, evaluating and comparing the data. Findings: Through the study it is clear thatgreenmarketingislesspopularinruralareasofKottayam.Inalmostallthecasespeoplearenotwillingto pay extra for green products. Mostly four-wheeler users are the one who is more concerned about sustainable environment. Research limitations: The major limitation of the research is that studyis confined to Kottayam district.