Green marketing: A descriptive analysis of its influence on consumer buying behavior and green marketing practices

Abstract

In the current era of climate change, people worldwide are increasingly concerned about the environment and its impact. Therefore, this paper aims to look into the behaviour of consumer regarding sustainable products and the implementation of green marketing practices in Barpeta district. The research put to use both the primary and the secondary data. The primary data was accumulated from 90 respondents in Barpeta District using a simple random sampling method. The study is being conducted from 2022 to December 2023. Various statistical tools such as weighted score, mean, rank analysis, and Chi-square test are employed to study the data. The findings could not find any significant difference in awareness of sustainable products based on age or education level. Similarly, gender does not play a significant role in influencing awareness of green products and marketing practices related to the environment. However, there is a significant difference in awareness of sustainable products based on employment status and income level. Based on the rank analysis, six variables are identified as significant factors influencing awareness of sustainable products and marketing practices related to the environment. These findings provide valuable insights to draw meaningful conclusions from the study.