Index of Paper Presentations for the Parallel Sessions - Academy of ...

This is particularly described in view of two factors viz., personal involvement and willingness to pay.IMPLICATIONSAs society becomes more concerned with the natural environment, businesses would begin to modify their behaviorin an attempt to address society's "new" concerns. Such newly introduced modifications become visible in the effortsof business organizations, which accept concepts like environmental management systems and waste minimization,and also integrate environmental issues into all organizational activities.Green marketing comprises of all those market related business activities which the firms undertake to create apositive impact or lessen the negative impact of their products on environment. Also, alternatively known asenvironmental marketing and sustainable marketing, it refers to organization‘s efforts at designing, promoting,pricing, and distributing products that will not harm the environment (Pride and Ferrell, 1993).Though, the reasonsto pursue green marketing are abound, but the extent to which these efforts can gainfully be taken to the market andgiven a required scale, it depends upon environmental consciousness of the consumers.According to Bohlen et al., (1993), identification of the green consumer segment is very important to position thegreen product offerings, or to communicate the environmental efforts. These green consumer segments are obtainedaccording to levels of environmental consciousness of consumers and pro-environmental purchase behavior andultimately these ―greener‖ consumer segments can be targeted.