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Green Marketing Awareness As A Correlate of Green Consumerism of Undergraduate Students of University of Calicut in Kerala
Green Marketing Awareness and Green Consumerism emphasises environmental stewardship. The world is currently facing the environmental sustainability problems and environmental issues are influencing and changing the patterns of human life and activities on this planet. Education is a significant str...
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| Format: | Printed Book |
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| Online Access: | http://10.26.1.76/ks/006030.pdf |
| Summary: | Green Marketing Awareness and Green Consumerism emphasises environmental
stewardship. The world is currently facing the environmental sustainability problems and
environmental issues are influencing and changing the patterns of human life and activities
on this planet. Education is a significant strategy for reforming the perceptions and attitudes
of students for benefitting the environment and society. The present study was an attempt
to find out the Green Marketing Awareness as a correlate of Green Consumerism of students
attending the Bachelor Degree of Commerce in government and aided colleges of University
of Calicut in Malappuram and Kozhikode districts of Kerala. The tools used for the study
were Green Marketing Awareness test and Green Consumerism Assessment Scale (Musthafa
& Sajila, 2011) for assessing the students. The study found that there were significant
differences in the Green Marketing Awareness and Green Consumerism of undergraduate
students in most of the sub samples. The present study also revealed the positive relationship
between Green Marketing Awareness and Green Consumerism. This means that if there is
an adequate Green Marketing Awareness, there will be Green Consumerism. It is therefore
essential to pay heed to nurturing the new generation on becoming ecologically conscious
consumers who will try to protect the environment in different ways to maintain the quality
of life of society for sustainable living. |
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| Physical Description: | p. 37-46 4(1): March, 2013 |