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The Conception of the present exploratory and empirical research paper is based on the growth of interest on "Green marketing" particularly "Green buildings" and consequently to analyse the application of the concept of green products. The paper attempts to analyse the scope of application of various FRP (Fibreglass reinforced plastics) products as green products in the development of construction of structure and infrastructure. The research methodology was framed with the thought that many marketing problems can be solved by looking beyond the secondary data. The questionnaire for primary data was presented to 700 respondents out of which received back only 550. For analysis of data, 200 queationnaire of those respondents who were aware of FRP material, and were the residents of Himachal Pradesh who took part in the decision making process regarding the purchase made at the residential level, were taken .The hypothesis was framed regarding the impact of demographic variables on the awarenesss and purchase behavior of the consumers. After the analysis of the results the hypothesis related to demographic variables was accepted.

Green Marketing: Role of Psychographic Variables on Awareness and Purchase of FRP Products