Clustering of Green Consumers in Bangladesh: Unfolding the Educated Adults

Abstract

The world is concern about the pollution and negative consequences of climate change over the environment. As a result, some concepts like –green products, green consumer, green marketing are being focused. Marketers are trying to make consumers educated about the green products and their functional & financial benefits. In this paper, we have tried to identify the different segments of educated adult green consumers of Bangladesh and develop their demographic profiles along with an understanding of their standpoints on green products& green marketing based on the opinions of 300 educated adults. Male and female both types of educated adults have participated in this study and gave their opinions about green products and green marketing practice. The major issues the study has brought in light are that the consumers like green marketing but not at the cost of the value of the products and most of them have not ready yet to tolerate any price hike arise by adopting green marketing policy. This study may guide the marketers who have already adopted or planned to adopt green marketing policy to understand the consumers' perceptions and behavior about green products and green marketing policy and it can be a way forward for further intensive study on the effectiveness and efficiency of green marketing practices in Bangladesh.