What is Kolkata

Both consumers and corporate houses are paying attention to environmental issues, and green products are gaining momentum as a result. This chapter studies the concept of green marketing along with its important aspects influencing the buying decision of consumers in South Kolkata only. Convenience sampling method was adopted to select the total sample of 266 respondents consisting of 103 males and 163 females with the help of structured open- and closed-ended questionnaires. Both primary and secondary data collection methods were adopted here in this research. Independent variables are environment friendly, packaging, innovative, quality, brand value, and dependent variable is purchase intention. A mixed result is observed regarding perceptions towards green products. Thus, based on such findings, no such generalization can be made and have to consider heterogeneity among culture, demographic, geographical variables, which varies from place to place.