Effects of green marketing practices on consumer behavior in India

Abstract

In today's world of globalization, the most pressing necessity is to protect not just the interests of customers and consumers, but also the environment. The growing evidence of environmental issues has caused a rise in global environmental awareness during the past three decades. Consumer concerns regarding environmental preservation and conservation are taken into consideration in environmentally responsible or "green" marketing. Green marketing initiatives draw attention to a company's goods and services that are better at protecting the environment. Products deemed "green" or "environment friendly" by consumers and manufacturers include low-power consuming (energy-efficient) electrics appliances, organic foods, lead-free paints, recyclable paper, as well as phosphate-free detergents. These products are gaining popularity among consumers and manufacturers alike. This study looks at how eco-labeling, eco-branding, and environmental advertising affect customer purchasing decisions. It's an effort to quantify that effect. Look into customer perceptions of green production efforts and the environmental effect of production operations as well.