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Eco-Paths of Himachal: A Dual Lens Study of Customers and SHGs in the Green Marketing Mix

Mr Gagan Kumar, Prof. Dr. Surya Rashmi Rawat, Dr. Ruchi Sharma
Research Scholar, HPKV Business School, School of Commerce and Management Studies, Central
University of Himachal Pradesh, Dharamshala
Kangra, Himachal Pradesh (176215), India Email – gaganthakur369@gmail.com

Professor, HPKV Business School, School of Commerce and Management Studies, Central University of
Himachal Pradesh, Dharamshala
Kangra, Himachal Pradesh (176215), India Email – rawatsuryarashmi@hpcu.ac.in

Assistant Professor, HPKV Business School, School of Commerce and Management Studies, Central
University of Himachal Pradesh, Dharamshala
Kangra, Himachal Pradesh (176215), India Email – ruchisharma@hpcu.ac.in

Abstract - Green marketing has emerged as a prominent concept due to increasing consumer awareness and demand for eco-friendly products. It includes strategies to meet consumer needs while dealing with environmental conservation. Himachal Pradesh (HP) has  significant potential for the development of products under green labels due to its rich biodiversity, cultural heritage and traditional craftsmanship. Items like leaf plates (dona-pattal), bamboo products, herbal tea, woollen shawls, pottery and other handicrafts represent the eco-friendly and cultural heritage goods of the state.This research aims to explore the awareness, attitudes and perceptions of customers towards the marketing of green products in HP. It also explores the involvement of SHGs in manufacturing and promoting green products. The data is collected through a mixed method approach, combining quantitative analysis of a consumer survey of 118 respondents
with qualitative insight from the five self-help groups of District Kangra of Himachal Pradesh.The research findings showed that the SHGs of District Kangra are actively involved in the manufacturing of traditional products. The pricing strategy and channel of distribution need
to be reworked. The visibility and promotion of products are in a very precarious state. The study inferred that the lack of legal compliance of the goods manufactured is a strong reason behind the lack of online visibility of these products. The effective promotion of products can be ensured through robust branding and adherence to legal compliance.

Key Words: Green Products, Awareness, Perception, Attitude,Purchasing Behaviour, Self-Help Groups, Green Marketing Mix