“ Exploration of Green Shift : Shift from Trendy Marketing to Environmental Friendly Green Marketing ”

Today environmental protection is one of the biggest and most discussed agenda worldwide. All around the world, the people are talking about the environment and green marketing. Green marketing has become the important ingredient of the marketing process of the most of the companies. Figuratively the number of environmental advertisement has suddenly increased now-a-days. Environmental deterioration has been the matter of concern since the last three decades and environmental consciousness has been raised worldwide because of the rising evidences of environmental problems. Raised awareness has inclined consumers and marketers towards green marketing. The raised awareness should be translated into environmental purchases for the success of green marketing activities. The paper investigates the shift in the marketing trend from trendy or traditional marketing to green marketing from customer perspective as customers have the potential to change the trend of the markets. Various factors that are effectual in changing a trend are divided into individual and external factors. Factor analyses have been applied to find out which of the individual and external factors are essential for driving consumer green purchases. The relationships between income level, attitude, concern and consumers’ willingness-to-pay-premium for the green products have been studied in the paper. The result of this study will add new information and knowledge in the existing knowledge about green marketing and will definitely help marketers to analyze factors affecting green marketing shift and will definitely provide new panorama for future researchers. The consumer perspectives about the green marketing shift are exhumed, by the questionnaire. This research has surfaced some important implications.