In today’s world, the public has begun to
realize the importance of sustainable development and
look out for products that cause less minimum harm to
the living environment. Therefore, companies have
adopted several green marketing strategies to meet the
demands of the public. Sustainable products are those
products that provide environmental, social and economic
benefits while protecting public health and environment
over their whole life cycle, from the extraction of raw
materials until the final disposal. Many of the world’s
most valuable and successful companies are pursuing
green marketing initiatives.
While green marketing can be more expensive than
traditional marketing messages and practices, but it can
also be profitable due to increasing demand. This study
focuses on the production of sustainable household items
and products used on an everyday basis. The research
aims to understand the consumer’s accessibility to such
products and the impact it has on the buying behaviour.
The study aims to understand the level of awareness
of consumers and the direct relationship in the
consumption of the products, which segment of the society
is more aware, and the resources available to them to
understand the ways in which these products can be
marketed and promoted. The study is based on both
primary and secondary data. The questionnaire is
designed to obtain the consumers attitudes and perception
regarding eco-friendly household products.
This paper finds that most consumers aren’t
unaware of the products available to them and do have a
desire to purchase eco-friendly and sustainable products.
However, majority of them find the price of the products
to be expensive. They also hold the belief that the brands
claiming to be eco friendly are not very reliable.