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.
Key words: Green marketing, Sustainability,
Green advertising, sustainable development