AN ANALYTICAL STUDY ON CONSUMER BEHAVIOR TOWARDS GREEN MARKETING PRACTICES IN LUCKNOW

Bushra Hameed Research Scholar, Integral University, Lucknow
Dr Yasir Arafat Elahi Assistant Professor, Integral University, Lucknow, IU /R&D/2021-MCN0001221

Abstract

The present study was carried to explore Consumer Behaviour towards Green Marketing Practices in Lucknow. The study was carried in context of descriptive research design. In context to same, 200 respondents were selected for the purpose of investigation. The required data was collected by using convenient sampling technique. A self-developed questionnaire was used for collecting the required data. The data was proceeded with the help of descriptive as well as comparative analysis. The results of the study indicate that there seems no significant difference in male and female consumers’ attitude towards green marketing.

Keywords:

Consumer Behaviour, Green Marketing Practices.


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References



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