Analysis of Green Marketing’s Impact on Buying Behaviour of Consumers

Abstract

The current study examines how green-marketing initiatives such as eco-labelling, green-branding, and green-advertising affect customer purchasing behavior in Maharashtra. Using data from 300 participants through a standardized survey, findings reveal that green advertising and branding significantly influence consumer behavior, while eco-labelling does not. Additionally, environmental awareness moderates the association between green-marketing and buying behavior. This research highlights the importance of green advertising for consumer decisions and suggests that making eco-friendly initiatives more tangible can enhance market favour. However, it acknowledges limitations, including the focus on urban populations and the exclusion of all green marketing facets.