A Study on Consumer Perceptions of Sustainable and Eco-Friendly Marketing Strategies in Raipur, Chhattisgarh
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A Study on Consumer Perceptions of Sustainable and Eco-Friendly Marketing Strategies in Raipur, Chhattisgarh
Sanskar Thakur, Dr. Shilpa Pandey
Amity Business School, Amity University Chhattisgarh
Corresponding Email: sanskar.thakur1@s.amity.edu
Abstract
With growing environmental concerns, businesses are increasingly turning to eco-friendly marketing practices. This study focuses on understanding how consumers in Raipur, Chhattisgarh, perceive sustainable and environmentally responsible marketing strategies. It examines the influence of factors such as environmental awareness, trust in green branding, and the perceived benefits of eco-friendly products on consumer decision-making. Data was collected through a structured questionnaire distributed among a diverse group of respondents across the city. The results highlight a growing interest in sustainability among consumers, particularly among younger and more educated segments. However, concerns about misleading green claims still persist. The study emphasizes the need for transparency and genuine communication in sustainability efforts. It offers practical insights for businesses seeking to design effective marketing strategies that align with consumer expectations and environmental responsibility.
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