ACOMPREHENSIVE STUDY ON CONSUMER PERCEPTION IN RESPONSE TO GREEN MARKETING AND ASSESSING THE SHIFT TOWARDS ECO-CONSCIOUS PURCHASING DECISIONS

The study aims to understand the consumer perception toward green marketing and examine the change in their behaviour because of the green features in the eco-friendly products. As green marketing has gained significant traction and the consumers become increasingly aware of environmental issues. Companies, recognizing this shift in consumer attitudes and have begun incorporating eco-friendly messages into their marketing strategies to attract buyers, with time sustainability concerns increase, consumers demanding more eco-friendly products so the this sift in strategies toward green marketing by the companies are very attractive to environmentally conscious customers. This study tries to understand how consumers perceive green marketing initiatives and whether these perceptions influence their purchasing decisions or not. The search analyses the quantitative and qualitative data filled in by the respondents through questionnaire and interview to draw conclusion regarding the attitude of the customers and their challenges, health benefits and hindrances in using the green/eco-friendly products and this research can also help the companies in forming clear and transparent green marketing strategies for building consumer truest and brand locality. The data will be analysed using statistical methods for quantitative results and thematic analysis for qualitative findings. The research can also serve and initiate future research in this concern.