International Journal For Multidisciplinary Research

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

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 5
September-October 2026

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A Study on the Influence of Green Marketing Practices on Consumer Buying Behaviour towards Organic Food Products

Author(s) Nisha Sharma
Country India
Abstract Growing concern about health and the environment has increased interest in organic food and in the way these products are marketed. This study examined how green advertising, eco-labelling, green packaging and green pricing influenced consumer buying behaviour towards organic food products in Udaipur City. Information was collected at one point in time from 165 consumers selected through purposive sampling. They completed either a printed questionnaire or an online form containing 20 statements measured on a five-point Likert scale. Frequency, percentage, mean and standard deviation were used to describe their responses, and multiple regression was applied to examine the influence of the four marketing practices. Consumers generally viewed these practices favourably, although the level of agreement was moderate and price remained an important concern. Together, the four practices explained 45% of the variation in buying behaviour and each had a significant positive influence. Green packaging made the strongest relative contribution. The findings indicate that green marketing is more likely to encourage organic food purchases when claims are clear, labels are trustworthy, packaging reflects environmental responsibility and prices appear reasonable. The study provides practical guidance for organic food brands and retailers seeking to meet consumer expectations.
Keywords Green marketing; organic food products; consumer buying behaviour; green marketing practices; purchase decisions
Field Business Administration
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-04
DOI https://doi.org/10.36948/ijfmr.2026.v08i05.87253
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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