Green Marketing Practices by Wipro Infotech Company and its Impact on Customer Buying Behavior
Sunaina Bhusankar
Student, Thakur Global Business School, Mumbai
Prof. Ritu Kashyap
Associate Professor, Thakur Global Business School, Mumbai
ABSTRACT
In today's world, all companies are trying to introduce ecological (sustainable) products because the release of those chemical products affects every part of the environment, be it aquatic life, animals, birds, trees, or people. It not only affects them but throws the entire ecosystem out of balance. Nowadays it is used so much that all people are used to it. However, several companies have taken the initiative to produce these chemical products in an environmentally friendly manner so that they benefit both the environment and humans. For example, Wipro launched new green desktops and green laptops often referred to as Wipro green products. It was the first company in India to develop environmental sustainability in the form of energy, water efficiency, and waste management. Wipro is actively striving to become a very green company with the main objective of becoming a carbon-neutral, water-clean, and energy-efficient business organization. People are aware of eco-friendly products and their use is very similar to the traditional way that they can be recycled, reused, and repaired. But due to the high price of green products, people think twice before buying them. In this case, the research topic is mainly related to the company Wipro and its influence on the buying behavior of customers. In this research topic, you will learn how customers buy green products and what people think about sustainable products. Customers' purchasing decisions vary for a variety of reasons: income, packaging, branding, prices, quality, quantity, and more. All these reasons are discussed in this research project. With all the points, opinions, and survey responses, it was easy to see how green marketing influences customers' purchasing decisions.
Keywords: - Green Marketing, sustainable, green products, Wipro.
