Impact of gender on adolescent consumers´ towards green products (a study conducted in Indore city)

Abstract

There is a growing environmental-consciousness amongst all the denizens of Indian society. The Indians are not only conscious about their environment but also health conscious as well. This paradigm shift in attitude has made Indian consumers attractive to green marketers. India is beleaguered with hazardous problems such as air and water pollution. It has made the population more responsive and aware towards green marketing appeals. However, marketers are sluggish to develop effective segmentation strategies in India. There are lots of hindrances in the selection and application of a need based strategy. It is very imperative to boost the morale of younger consumers to adopt a positive attitude towards the purchase of eco-friendly products. It could witness marketers rewarded with longterm relationship with this segment. The previous research conducted on young consumers in the West has unfolded gender differences in attitude and action towards environmental issues. On contrary to this no such research study hasbeen undertaken in Indian context. Thus, the present study is an attempt to study Impact of Gender on Adolescent Consumers' towards Green Products with reference to Indore city.