Impact Of Green Marketing Over Consumer Buying Behavior

Green marketing is an evolving concept which is rapidly rising in the modern business market. Many organizations practicing Green Marketing to promote those products which are sustainable and eco-friendly. This development has opened the numerous opportunities to the business organizations. The environment friendly products are the need of the present era and this awareness has opened the doors for the organizations to introduce environment friendly products. As a result of this, the corporates have increased their rate of targeting customers who are aware and concerned about the environment. The overall marketing strategy of the organizations is designed on purchasing decisions of such customers who are patron of environment friendly product. This paper discusses how the organizations have started thinking about manufacturing and marketing of green products. The paper also discusses different segments of green consumers, present trends, and future of green marketing in India. The sample of 50 customers have been considered to find the impact of green marketing on consumer buying behavior. The consumer buying behavior has been measured with customer loyalty and trust. The statistical tests used in this research includes correlation and regression analysis. The findings indicates that only advertisement and branding have significant impact on customer loyalty, while customer trust has only significantly impacted by advertisement.