Abstract
Purpose: In an era marked by increasing environmental consciousness, understanding how consumers engage with and prioritize eco-friendly attributes in their purchasing decisions is pivotal for businesses striving to align with shifting market dynamics. The present paper aims to investigate the evolving landscape of consumer’s perceptions and preferences concerning green marketing, with a specific focus on the pursuit of sustainable choices. Methodology: The research methodology involves a comprehensive exploration of pertinent literature to establish a theoretical foundation. Subsequently, empirical evidence is gathered through a survey conducted among a diverse sample of 50 consumers, to discern their attitudes, perceptions, and preferences regarding green marketing practices. The study also incorporates a qualitative dimension through in-depth interviews with select participants to capture nuanced perspectives on the interplay between environmental consciousness and purchasing decisions. Findings: Consumers exhibited a strong inclination towards incorporating green practices in their lifestyle with a particular emphasis on the significance of education in fostering environmentally friendly product usage. Adopting green marketing strategies not only allows organizations to fulfill consumer expectations and address environmental concerns but also presents an opportunity to acquire a competitive edge and establish a robust consumer base. Limitations: The study has been done on a limited scale. Replicating the study on a larger scale would offer a more comprehensive understanding of consumer behavior and further contribute to our knowledge of the green phenomenon & sustainable events. Originality/ Value of the paper: Environmental awareness has become more pronounced in both the business sphere and public life worldwide. Contemporary consumers express heightened apprehension about environmental degradation and the negative impacts of product and service consumption on the environment. Organizations can adapt their offerings to align with evolving consumer preferences by identifying shifts in consumer behavior.
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