Impact of Green Marketing Communications on Consumer’s Behaviour

The objective of this study is to examine if customers’ response to green marketing communications from business influences their purchasing decisions. It also investigates the significance of consumer’s factors such as gender, education level, and ecological emotions to determine how much attention consumers pay to green advertising claims from businesses. In order to get 295 valid responses, an online poll was administered to everyone above the age of 18 in the Chennai region. The data gathered enables to conclude that clients are attentive to green marketing communications from organizations. There is a direct correlation between consumer responses to green marketing communications from businesses and their green buying patterns. The data was statistically analyzed with IBM SPSS version 27 statistical software. The data also support the idea that consumers with higher levels of education and environmental consciousness pay the most attention to green marketing messages from firms.