Perception- Awareness Model with Respect to Green Marketing Practices - A Study in Kolkata and its Suburbs

Dr. Dipa Mitra; Mr. Chakraborty; Mr. Shantanu.P.Chakraborty

Perception- Awareness Model with Respect to Green Marketing Practices – A Study in Kolkata and its Suburbs

Dr. Dipa Mitra * §

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Mr. Jayjit Chakraborty

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Mr. Shantanu.P.Chakraborty

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§ University of Calcutta

Perception- Awareness Model with Respect to Green Marketing Practices – A Study in Kolkata and its Suburbs

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Abstract

Green Marketing is considered as one of the major trends in modern businesses. Today, green marketing is a one of the main focal points in business endeavours to gain competitive advantage. Consumers are becoming more sensitive in their environmental attitudes, preferences and purchases. In this regard an extensive study has been undertaken to investigate the awareness and perception level of the consumers of Kolkata and suburbs. The main purpose of the present study is to investigate the Awareness & Perception of the consumers towards green marketing practices. A descriptive research has been conducted with the help of primary data collected from 197 respondents with the help of personal interview and questionnaire survey. CHI-SQUARE ANALYSIS is used to check the influence of consumers’ demographics on Awareness & Perception towards Green Marketing Practices. RELIABILITY TEST has been done to check the internal consistency of data, PRINCIPAL COMPONENT ANALYSIS, MULTIPLE REGRESSION ANALYSIS and CONFIRMATORY FACTOR ANALYSIS are performed to identify major factors contributing towards Awareness & Perception of the consumers; to investigate their influence level and to frame an equation on the basis of the same; and to ensure whether hypothesised model is a perfect fit with the original model. Finally a STRUCTURAL EQUATION MODELING has been framed.

References

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Dipa Mitra, Mr. Jayjit Chakraborty, Mr. Shantanu.P.Chakraborty. 2018. "Perception- Awareness Model with Respect to Green Marketing Practices – A Study in Kolkata and its Suburbs". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 18 (GJMBR Volume 18 Issue E7).

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GJMBR Volume 18 Issue E7

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: M39

Submission ReceivedDecember 10, 2017
Peer Review Double Blind
Handling Editor
Accepted December 31, 2017
Published December 11, 2018

Version of record

v1.2

Issue date

December 11, 2018

Language

English

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Article Matrices

Total Score: 108

Country: India

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Dr. Dipa Mitra, Mr. Jayjit Chakraborty, Mr. Shantanu.P.Chakraborty (PhD/Dr. count: 1)

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Publish Date: 2018 01, Mon

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