An Approaches of Green Marketing and their Influence on Customer Behavior Towards the Environment - Study Based on India

Abstract

Green marketing or eco-marketing involves promoting products and services by emphasizing their environmental benefits. It's a strategy that aims to appeal to environmentally conscious consumers by showcasing a company's commitment to sustainability. This study investigates the effects of different green marketing approaches on consumer behavior towards the environment in India. It highlights the burgeoning environmental consideration among India consumers, driven by government initiatives, educational campaigns, and global sustainability plans. This heightened consciousness has translated into a renowned shift in consumer propensities, with a penchant for eco-friendly products and associations across different associations. To address this, government interventions, including sponsorships and driving powers, have known all about making sustainability more open. In the context of green marketing and its influence on customer behavior, interpretivism licenses researchers to dissect the complex and nuanced perspectives of consumers in the India regarding environmental thought and their reactions to green marketing methods It seems that human behavior is influenced by different social, social, and individual parts, which are crucial while studying buyer behavior in a changing and dynamic context like India. A deductive research approach is suitable for this study.