GREEN CONSUMERISM: CONSUMERS' PERCEPTION TOWARDS ORGANIC PRODUCTS IN DOMBIVLI CITY

There is a great deal of discussion on environmental issues of the business and is
expressed by both manufacturers and consumers. One of the popular and professional
press in business is “Green Marketing”. Green Marketing is the practice of producing,
consuming, recycling and disposing products that are less burdensome to the
environment. Consumers have also realized the importance of green environment and
demands product that undergoes eco-friendly production process which has encouraged
“Green Consumerism”. Green Consumerism is the consumer who is mindful about the
environmental issues and obligations and is supportive to switch from one product to
another, which is an organic product even if the cost is higher. The production of organic
products has an ecological management production system and are chemical free
products. It is a management practice that restore, maintain and enhance “ecological
harmony”. The production process affects the environment and it is a serious issue, so
the researcher thought that the research study should be based on green consumerism
and to study about the preferences of the customers to consume organic products. The
study is based on primary data. The research will be used by business entrepreneurs and
co-jointly by general public.