The Impact of Green Marketing on Consumer Purchase behaviour: An Empirical Study – June 2025

Author: Kulkarni P. S.*
B.Y.K (Sinnar) College of Commerce, Nashik

Abstract:

Green marketing has emerged as a significant trend in response to environmental challenges and increasing consumer awareness. This paper investigates the impact of green marketing strategies on consumer purchase behaviour, with a focus on identifying key factors influencing eco-friendly buying decisions. Using a quantitative approach through surveys and statistical analysis, the study provides insights into consumer attitudes, motivations, and the effectiveness of green marketing initiatives.

Keywords: Green Marketing, Consumer Behaviour, Sustainable Consumption, Eco-Friendly Products, Environmental Awareness

DOI: 10.65282/sjrl.vo.1.issue.01.012