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Awareness of Green Marketing and Its Influence on Buying Behaviour of Consumers - A Study with Reference to Nagpur District.
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A study of shoppers in Nagpur, India found that most people know what "green" or eco-friendly products are, but knowing about them doesn't mean they actually buy them—higher prices, limited availability, and doubts about whether eco-claims are even true often get in the way. This matters because it shows that just raising awareness about sustainable products isn't enough; if we want more people to reduce plastic waste and pollution through their shopping choices, companies need to make green products cheaper, easier to find, and more trustworthy.
In India, there is an increasing awareness of green marketing in which ways of plastic waste, air pollution, and climate change are debated. Other companies are now advertising products that are environmentally friendly, recyclable packaging and sustainable production procedures. Nonetheless, it remains unclear that consumers have been sensitized on green marketing or whether the awareness actually impacts the consumers to alter their buying habits. This paper analyses the awareness about green marketing and how it impacts the purchasing behaviour of Nagpur District customers. The primary purpose of the research is to estimate consumer awareness, the factors influencing the decision to green purchase, and whether the awareness will translate to the actual purchase. It was a quantitative research design. A structured questionnaire was used to gather primary data of 50 respondents in Nagpur District. The published reports as well as governmental documents and previous research studies were used to collect secondary data. Data analysis was performed by use of simple percentage analysis and tabular presentation. The results indicate that most of the respondents have heard of the concept of green marketing and understand eco-friendly labels. The awareness, however, does not necessarily translate into regular purchase behaviour. Price, availability of products and credibility towards green claims are significant in the decision making. A significant number of the respondents gave responses that they were willing to purchase green products but they cited price issues and shortage as an impediment. The research also concludes that the knowledge of green marketing in Nagpur District is moderate to high, yet the direct impact on the purchase behaviour is economic and practical. Businesses are to aim at establishing trust, reasonable prices, and raising the availability of products. The results can guide marketers, policy makers and researchers to conceive local consumer behaviour on environmentally friendly products.
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Awareness of Green Marketing and Its Influence on Buying Behaviour of Consumers - A Study with Reference to Nagpur District.
AI summary Read the abstract
A study of shoppers in Nagpur, India found that most people know what "green marketing" means and can recognize eco-friendly labels—but that awareness doesn't automatically lead to buying greener products. The real barriers are cost, limited availability, and skepticism about whether companies' eco-claims are even true. This matters because it shows that simply informing consumers about sustainable options isn't enough; companies and policymakers also need to make these products affordable, accessible, and trustworthy if we want to actually reduce plastic waste and pollution.
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