Green Marketing : How Green are Today's Youth

In the light of current emphasis on the environmental concerns, one wonders to what extent does a consumer contemplates about the impact of his consumption on the environment.Most green marketing literature is strongly based on the assumption that a consumer's environmental awareness is a pre-condition for green purchasing. While following such a ‘behaviouristic' green marketing both scholars and companies seem to have neglected that green products are bought only if customers perceive the products as superior to competitors' offerings. This paper focus on the youth (Digital people), that how green is today's youth and there valuable input to green marketing.This tech-savvy generation (also known as Millennials) grew up with computers and the Internet. Distrustful of government and authority, they are quick to challenge marketing practices they deem to be unauthentic or untruthful. With the ability to express their opinions through blogging, texting, and social networks, they are capable of mustering immediate responses from millions around the globe. Though many consumers are aware of the impact of various chemicals on the environment and although “of late consumers have also become concerned with environmental problems and started demanding eco-friendly products especially in developed countries” (Jain & Kaur, 2004, p. 187), yet there seems to be no conclusive evidence of consumer awareness in India