CONSUMER PERCEPTION TOWARDS SUSTAINABLE AND GREEN MARKETING

HARDEV SINGH; NAVNEET KAUR

doi:10.36948/ijfmr.2026.v08i01.65895

CONSUMER PERCEPTION TOWARDS SUSTAINABLE AND GREEN MARKETING

Author(s)	Mr. HARDEV SINGH, Ms. NAVNEET KAUR
Country	India
Abstract	In recent times, sustainable and green marketing has gained significant attention due to rising environmental enterprises, climate change mindfulness, and adding demand for environmentally responsible business practices. Consumers are getting more conscious of the environmental and social consequences of their purchasing opinions, encouraging associations to borrow sustainable marketing strategies and promote Eco-friendly products and services. This exploration paper examines consumer perception towards sustainable and green marketing and analyses how similar comprehensions impact consumer buying behaviour. The study aims to assess the position of consumer mindfulness regarding green marketing practices, estimate consumer stations towards Eco-friendly products, and identify the crucial factors that shape purchase opinions. The exploration is grounded on both primary and secondary data. Primary data was collected through a structured questionnaire administered to a sample of consumers, while secondary data was gathered from academic journals, books, government reports, and online sources. A descriptive exploration design was espoused, and data analysis was conducted using statistical tools similar as chance analysis, mean score analysis, and chi-square tests. The findings reveal that consumers generally hold a positive perception of sustainable and green marketing and associate green products with environmental protection, health benefits, and social responsibility. still, a conspicuous gap exists between positive consumer stations and factual purchasing behaviour. High prices, limited vacuity, lack of mindfulness, and dubitation towards green claims are linked as major walls to the relinquishment of green products. The study concludes that effective green marketing requires translucency, affordability, consumer education, and believable Eco-certifications to encourage sustainable consumption.
Keywords	Sustainable Marketing, Green Marketing, Consumer Perception, Eco-friendly Products, Environmental Awareness, Buying Behavior.
Field	Business Administration
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-12
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.65895

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CONSUMER PERCEPTION TOWARDS SUSTAINABLE AND GREEN MARKETING

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