Green Marketing and Enviromental Awareness Among Indian Consumers

Abstract

Green Marketing is a phenomenon which has developed paricular important in the modern market. In the modern era of globalisation, it has become a challenge to keep the customers as well as consumer in fold and even keep our natural environment safe and this the biggest need of the time. The growing urgency of environmental sustainability influenced business strategies and consumer behaviour worldwide, leading to the emergence of Green Marketing as a key of approach for promoting consumption. In India, rapid economic development, increasing urbanization and rising environmental concerns have heightened and consumer awareness regarding eco friendly product and environmentally responsible business practices. This paper discusses the relation between Green Marketing practices and environmental awareness among Indian consumers. It focuses on how factor such as green product, ecofriendly packaging, Green advertising, environmental knowledge and corporate sustainability initiative influence consumer perception and behaviour. The study highlight that envorimental awareness plays and important role in Encouraging consumers to prepare sustainable products.