| dc.description.abstract | Green Marketing comprises building
lucrative customer relationship with care and
concern on the environment. It aims at
reducing the undesirable effects of the
organization’s activities on the environment
and making the entire process of production
to supply of products eco-friendly. Nearly all
the institutions, organizations, and companies
across the globe are engaging in the process
but unconscious of the results which the
green marketing campaigns are generating.
This research aimed at studying the
effectiveness of green marketing by firms on
specific consumer group. The study explores
Kenyan University students-market age
group 20-25. Excel was used in the study to
bring out the required information and make
conclusions. The findings revealed a high
degree of unawareness amongst Kenyan
University market group under study
regarding the green marketing. Besides,
majority of the University students-market
age group 20-25 were concerned about the
value of brand of the product rather than the
product’s price and its impact on the
environment. A similar pattern was seen from
students in all the universities studied. The
study concludes that green marketing was not
popularly and effectively used among
university students as it was thought to be. | en_US |
