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48 www.worldwidejournals.com of Indian consumers towards green products and the relationship between the attitude and behavior is also questionable. As green marketing is different from the marketing in traditional way, marketers need to know the factors that persuade the consumer to buy the green products. Review of literature: Oyewole, P. (2001). Identifies a conceptual link among green marketing, environmental justice, and industrial ecology. It argues for greater awareness of environmental justice in the practice for green marketing. A research agenda is finally suggested to determine consumers' awareness of environmental justice, and their willingness to bear the costs associated with it. Karna, J., Hansen, E. & Juslin, H. (2003) interpret that proactive marketers are the most Genuine group in implementing environmental marketing voluntar ily and seeking competitive advantage through environmental friendliness. The results also give evidence that green values, environmental marketing strategies, structures and functions are logically connected to each other as hypothesized according to the model of environmental marketing used to guide this study. Sanjay K. Jain & Gurmeet Kaur (2004) in their study highlights that 'environmentalism' has emerged as a worldwide phenomenon. Business firms too have risen to the occasion and have started responding to environmental challenges by practicing green marketing strategies. Green consumerism has played a catalytic role in ushering corporate environmentalism and making business firms green marketing oriented. Based on the data collected through a field survey, the paper makes an assessment of the extent of environmental awareness, attitudes and behavior prevalent among consumers in India. Donaldson (2005) in his study realized in the Great Britain initially concluded that in general the ecological attitude of consumers changed positively. This study reported the strong faith of consumers in the known commercial brands and in the feeble behavior referring to the “green” claims, which was the main cause behind the consuming failure to interpret their Concerns beyond the environment in their behavior. The authors Dr. Sachin Vernekar, and Preeti Wadhwa, (2011) suggest business organizations to follow strategies in order to get benefits from the environmentally friendly approach as green marketing offers business incentives and growth opportunities while it may involve start-up costs, it will save money in the long term. Green marketing is still in its infancy and a lot of reformation is to be done with a view to explore its full potential. Objectives of the study 1. To investigate the level of awareness of Indian consumers about green products and practices. 2. To identify the brands, consumer association with green marketing practices. 3. To investigate the preferences of Indian consumers about green products. 4. To offer suggestion for policy implication of green marketing. Research Methodology: Type of Research: It is an exploratory research carried out to ascertain the consumer taste and preference about green product quality, price and level of satisfaction and future plans about their purchases. Sample size: 50 respondents were interviewed about green marketing. Study area: The study is carried out in Bangalore city. Primary data: Collected through structured questionnaire. Secondary data: Obtained from various sources i.e. South Asian journal, Marketing management by Philip Kotler, Electronic Green journal and Internet. Socio-economic profile of the respondents Gender of the respondents Source: Primary Data Age of the Respondents Source: Primary Data Awareness sources about green marketing Source: Primary Data Preference for green products Source: Primary Data Satisfaction with quality and price of green marketing products Source: Primary Data Willingness to continue with Eco-Friendly products Source: Primary Data Inference: Marketers also have the responsibility to make the consumers understand the need for and benefits of green products as compared to non-green ones. In green marketing, consumers are willing to pay more to maintain a cleaner and greener environment. Finally, consumers, industrial buyers and suppliers need to pressurize to minimize the negative effects on the environment-friendly. Green marketing assumes even more importance and relevance in developing countries like India. While governmental regulation is designed to give PARIPEX INDIAN JOURNAL F RESEARCH | O March 202 Volume 10 | Issue 03 | 1 | PRINT ISSN No. 2250 1991 | DOI : 10.36106/paripex Respondents No of respondents Percentage

A STUDY ON THE GROWING PROCLIVITY TOWARDS GREEN MARKETING: ITS OPPORTUNITIES AND IMPLICATIONS