Evaluating the Impact of Green Marketing on Consumer Buying Behaviour in The Indian Market
- Version
- Download 1
- File Size 295.19 KB
- File Count 1
- Create Date 8 June 2025
- Last Updated 8 June 2025
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
Download