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Exploring the Relationship between the Eco-labels and Green Buying Behaviour with Reference to Mumbai City
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Author(s): Ritu Sinha (IES Management College and Research Centre, India)
Copyright: 2014
Pages: 14
Source title:
Strategic Marketing in Fragile Economic Conditions
Source Author(s)/Editor(s): Irene Samanta (Graduate Technological Education Institute of Piraeus, Greece)
DOI: 10.4018/978-1-4666-6232-2.ch006
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Abstract
Today's businesses and consumers confront the challenge of protecting and preserving the earth's resources and the environment. They have become more concerned about the natural environment and are realizing that their production and consumption purchasing behavior have a direct impact on the environment. Even the consumer looks for green lifestyle and wants to make its contribution towards reducing its impact on the environment. Manufacturers and retailers are observing this trend and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. They are offering eco-friendly products that are supposed to be good for humans, nature, and companies. An eco-label is a label that certifies that a product meets overall environmental preference of a product or service based on life-cycle consideration and the important criteria to be fulfilled for achieving this label. These labels can help the companies to influence the regulatory environment, create industry standards for environmental control, and expand market share. The aim of this chapter is to identify and analyze how eco-labels can influence consumer buying behavior and awareness towards the various eco-labels in the Mumbai market.
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