International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Green Marketing in the Ayurvedic Product Industry in India: A Conceptual Review, Framework, and Research Agenda

Author(s) Ms. Swati Agarwal, Dr. Vineet Kaushik
Country India
Abstract Green marketing has shifted from a peripheral ethical initiative to a core strategic imperative shaped by environmental crises, regulatory pressures, and evolving consumer expectations. In India, the Ayurvedic product industry represents a distinctive domain for green marketing because Ayurveda is inherently aligned with natural living, ecological balance, and ethical consumption. However, the growing commercialisation of Ayurvedic products has also intensified challenges, including consumer scepticism, greenwashing risks, fragmented eco-certification, and persistent intention–behaviour gaps. This conceptual article synthesizes global and Indian scholarship on green marketing through the lens of Ayurvedic products. The review integrates evidence on green consumer psychology, demographic determinants, policy and regulatory dynamics, eco-labelling, digital assurance, and green supply chain management. Building on this synthesis, the paper proposes a conceptual model of Green Ayurveda Branding (GAB), emphasizing the central role of trust mechanisms, authenticity, cultural compatibility, and innovation-driven sustainability. A set of propositions is advanced to guide future empirical research. The study contributes by offering a structured conceptual roadmap for researchers, policymakers, and Ayurvedic businesses seeking to strengthen sustainability performance, consumer trust, and long-term competitiveness in domestic and international markets.
Keywords Green marketing, Ayurveda, eco-labels, greenwashing, sustainability, consumer trust, green supply chain, green branding
Field Business Administration
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-19
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.71827
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