An Empirical Study on Green Marketing from the Indian Consumer Perspective with Special Reference to Bengaluru

Abstract

Penetration of digital services and ever increasing awareness of environmental issues has changed consumer behavior and way of go about their life in India. Hence, the conception of Green marketing is in its initial stage and the people are putting sincere efforts to reduce their sway on environmental condition. On the other hand the business and organization in globalised era are looking to tap the benefits of digital revolution. Green marketing alludes to the way toward selling items or potentially services dependent on their natural advantages and environment friendly practices, maintainable and socially responsible conduct. In this research study, the emphasis made on evolution of concept, significance of green marketing and its applicability and components of marketing mix. The study is based on both primary and secondary data. The study concludes that environmental belief shows significant impact on the purchase intention of the consumers. The package and design adds a new facet in the marketing of green products which finds a significant impact on consumer behavior and purchase intention. Individuals are environmentally responsible and making sincere efforts to reduce the usage of plastic. The study also explored the challenges in embracing of green marketing and its better practices in India.