Role Of Green Marketing Approaches In Consumer Buying Behaviour: An Empirical Study

Abstract

The goal of the current study is to examine the complex relationship between green marketing strategies and consumer purchasing patterns. The relevance of the effect of green marketing tactics on customers' purchasing behaviours is highlighted by the abundance of publications. Green marketing approaches are the methods businesses use to advertise and market their eco-friendly goods and services. These strategies seek to increase consumer knowledge of how their activity affects the environment and promote sustainable purchasing habits. To better understand how green marketing influences customer purchase decisions, this empirical study uses a qualitative research technique. The study's findings provide insightful information on how consumers perceive and respond to green marketing efforts and highlight the significance of environmentally conscious marketing endeavours in the current business landscape. 242 people were surveyed to know the role of green marketing approaches in consumer buying behaviour. The study concludes by underlining the crucial role that businesses can play in promoting sustainable consumption patterns through effective green marketing strategies.