A Study on Impact of Green Marketing on Consumer of India

In order to promote eco-friendly goods and promote sustainable consumption among Indian customers, green marketing is crucial. Green goods are becoming a significant alternative to traditional products due to growing environmental awareness and concerns about ecological conservation. The current research aims to evaluate how green marketing affects Indian consumers' knowledge and purchasing decisions. For the research, a sample of 300 respondents was chosen. A systematic questionnaire was used to gather the data. The results show that although most respondents have a high level of knowledge about green marketing, this awareness does not always result in consistent purchase behavior. Only a small portion of customers routinely purchase eco-friendly items, despite the fact that a sizable portion do so on occasion. The research comes to the conclusion that although green marketing has had a good impact on consumer attitudes, broad adoption is still hampered by issues including high costs, limited supply, and mistrust. The efficacy of green marketing tactics in India may be further increased by bolstering awareness campaigns, increasing product accessibility, and providing reasonable prices.