A STUDY OF GREENWASHING AND URBAN CONSUMERS' BEHAVIORAL INTENTIONS WITH SPECIAL REFERENCE TO NAINITAL DISTRICT OF UTTARAKHAND

Abstract

Purpose: Sustainable development is referred to as the idea that human beings should sustain by meeting their basic needs, while also making sure that the future generations are able to meet their basic needs. For sustainable development, factors such as preserving the environment and natural resources along with maintaining social and economic equality need to be followed.The main objective of the study was to find out the concept of green washing and consumer perception regarding green washing tactics used by marketers.

Methodology/Approach: The purpose of this paper was to understand the perception of consumers towards Green washing. We collected primary data from 250 respondents from Nainital district of Kumaun division. The target population for the study was from the urban consumers resides in Nainital district.

Findings: The findings of the study are the majority of consumers buy Green products, indicating a high degree of awareness in Kumaun division and, more importantly, this leads to the conversion of potential purchasers into real shoppers.
The majority of customers are male category. Automobiles sector is the most rampant sector where greenwashing is in top with 25.2 per cent consumers agreed upon that. Consumers perceive ‘fluffy language used by the marketers’ as the most frequently used Greenwashing communication tactic with 36.4 percent.

Future Implications and limitations: The study will be helpful for marketers who targeting the consumers of Uttarakhand about Green products and investigating the behaviors of consumers. This study is confined to only one district of one division of Uttarakhand. This study may be extended in Garhwal division or any other area.