IMPACT OF GREEN MARKETING ON INCREASING GREEN PRODUCTS CONSUMPTION AMONG CONSUMERS OF GWALIOR CITY

Abstract

Purpose- This study aims to assess how green marketing strategies affect consumer attitudes and behaviors that lead to a rise in the use of green products by consumers. This study also emphasizes how marketers' efforts to raise consumer awareness of green brands in comparison to non-green products have been successful. It further highlights the customer perception and the impact of green marketing communication to observe how consumers are influenced to pick for green products. Green marketing encompasses a broad spectrum of commercial endeavors that aim to both meet the needs and desires of consumers and lessen adverse effects on the environment. This study's primary goal is to assess how green marketing strategies affect customer sentiment.

Research Methodology- Convenience sampling was utilized to find study participants, and this study has a descriptive research design. Retailers who employ green marketing strategies to offer green products in the market and customers who frequently purchase green products from Gwalior City's marketplaces will make up the study's population. The study's sample size consisted of 60 customers and 40 retailers. Regression analysis was used to assess the study's hypotheses, and the findings indicate that green branding, packaging, and advertising have a favorable effect on how often people buy green products.