The Impact of Green Marketing on Consumer Purchasing Behaviour: A Study of the Attitudes, Beliefs, and Behaviours of Consumers towards Environmentally-Friendly Products
- Authors: Mansi Singhal1, Priyanka2, Vipul Kumar3
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View Affiliations Hide Affiliations1 Department of Management Studies, Hi Tech Institute of Engineering and Technology, Ghaziabad, (U.P.), India 2 Department of Management Studies, Hi-Tech Institute of Engineering and Technology, Ghaziabad, (U.P.), India 3 Department of Management Studies, Hi-Tech Institute of Engineering and Technology, Ghaziabad, (U.P.), India
- Source: Demystifying Emerging Trends in Green Technology , pp 232-243
- Publication Date: February 2025
- Language: English
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Green Marketing is a fascinating subject that revolves around consumers, who are not only concerned about the environment but also knowledgeable about ecofriendly items. While corporations are actively investigating various strategies to enhance consumer knowledge of green management, they are unable to reach rural areas effectively. The study seeks to determine the influence of green marketing on customer purchasing behavior. How will demand be stimulated by the implementation of advanced green methods in rural regions? The research study was conducted in rural parts of Delhi NCR, where a total of 250 replies were gathered. The respondents have shown a good inclination towards the ABC model of attitude during the assessment. According to the report, companies must enhance their contact with consumers. Furthermore, it is necessary to prioritize traits such as affordability and quality over social duty.
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