A Study on Impact of Green Marketing Influences on Consumers' Decision to Purchase Electric Vehicles in the Automobile Industry, with Reference to Raipur City

Abstract

The paper helps us identify the effect of green marketing practices of automobile manufacturing companies on consumers. It is important for the researcher to know how "Green" the consumers are in terms of their knowledge, their attitudes and behavior. This study finds how far advertising that promotes environmental friendliness influences people in Raipur to buy electric Vehicles. Electric vehicles are getting more attention because they're seen as better for the environment than regular vehicles that run on gas. Figuring out what makes people want to buy electric vehicles is important for getting more of them on the roads and dealing with environmental problems. The research adopts a quantitative research design and collects data through a structured questionnaire survey. The target population consists of residents in Raipurcity who are potential consumers of EVs. The study employees a convenience sampling technique to select participants, resulting in a sample size of 120. The research examines the relationship between green marketing strategies adopted by EV manufacturers and consumers intention to purchase EVs. It investigates various green marketing dimensions, such as eco-labelling, eco-packaging, and eco-branding, and their impact on consumer’s perceptions of EVs environmental benefits. The research looks at how the way electric car companies advertise their vehicles being good for the environment affects whether people want to buy them. It can also help companies that make and sell electric vehicles in Raipur. If they know what makes people want to buy electric vehicles, they can make plans to encourage more people to buy them. Companies can also use this information to make advertisements that focus on the good things about electric vehicles for the environment, which might make more people want to buy them.