Evaluating the Impact of Green Marketing on Consumer Buying Behaviour in The Indian Market
Evaluating the Impact of Green Marketing on Consumer Buying Behaviour in The Indian Market.
Manjot Singh Bagga 1, Dr. Ravi Mishra2
1 Manjot Singh Bagga, BBA Final year student, Amity Business School,
Amity University Chhattisgarh, Raipur India
2 Assistant Professor Dr. Ravi Mishra, Amity Business School,
Amity University Chhattisgarh, Raipur India
Corresponding email- manjotsinghbagga2407@gmail.com
Abstract
Green marketing is a rapidly evolving field that aligns business strategies with environmental values. This study explores how green marketing practices affect consumer buying behaviour in India. A structured questionnaire was administered to 100 respondents using a descriptive research design. The study focused on evaluating green awareness, values, purchase intentions, and trust in eco-labels. Findings reveal a moderate positive correlation between green values and purchasing behaviour.
Demographic factors like gender and education had no significant impact. The results underscore the importance of authenticity, transparency, and eco-innovation for businesses aiming to influence consumer behaviour through sustainable marketing strategies.
Keywords
Green marketing, consumer behaviour, eco-labels, sustainability, India, greenwashing