The way of Consumers’ Responsiveness to Green Advertising – an Indian Context

Abstract

Green Advertising – the word is a new way to attract modern consumers with the features of a green form of communication for the sustainable development of any country. Green Advertising will help in detailing those features which consumers are eagerly looking for and in require. Public opinion towards the environment and the way our finicky way of life damages it has increased from the last few decades. Accordingly, consumers expressed their willingness to buy more products with a less harmful impact on the environment. Companies sought to take advantage of this trend by launching ‘green' products and by introducing environmental concern in their advertising campaign. This paper has dealt with the general concepts of green advertising and consumers' responsiveness of green advertising.