International Journal of Management and Strategy http://www.facultyjournal.com/ (IJMS) 2011, Vol. No.II, Issue 3, July-Dec 2011 ISSN: 2231-0703 International Journal of Management and Strategy ISSN: 2231-0703 GREEN MARKETING: A STUDY ON INDIAN YOUTH Aditya Maheshwari, Student – PGDM, Institute of Management Technology, (IMT),Ghaziabad, INDIA Dr. Gunjan Malhotra, Asssistant Professor, Institute of Management Technology, (IMT), Ghaziabad,INDIA ABSTRACT People around the world are becoming more aware of the environmental stresses humans are placing on the planet. Many consumers now display concern about environmental deterioration. This is the major impetus for green products and green marketing. However, green is a relative term and depends on the individual. In this paper we have focussed on the youth and have tried to understand awareness level of green products, their perception about green products, the parameters they consider for buying green products and does Green Marketing really affect their decision to buy products. An online questionnaire was used to collect responses from people across India. We have used appropriate statistical tools to analyse our responses like ANOVA. From the study we were able to see that the majority believes the companies leverage on green marketing but awareness about green products is less. Factors like price, availability, and brand name are considered by a consumer before buying green products. The consumers feel that they are overpaying for products. At the end of the study we conclude that consumers are not overly committed to their environment and look to lay too much responsibility on industry and government. Green marketing should be combined with educating people about the benefits; the consumer must not feel being cheated purchasing green products. Key Words: green products, green marketing, factors, statistical tool, responsibility, awareness 1 INTRODUCTION Environmental issues have gained importance in business as well as in public life throughout the world. Marketing strategy in Europe and other parts of the developed world has been shifted from the traditional to the sustainable green marketing strategy after world summit on sustainable development in Johannesburg in 2002.