Evaluating the Influence of Green Marketing Practices on Consumer Buying Behavior

The protection of environment is one of the biggest and discussed agenda worldwide these days. There has been rising awareness among the consumers all over the world regarding protection of the environment. Today consumers are becoming more ecologically conscious which have raised concern for eco-friendly products and services. Therefore, companies are increasingly recognizing the importance of green marketing concept and are trying best to reach the customers with their green message. The objective of the present study is to assess the impact of green marketing practices on consumers purchasing decisions, the actual awareness of consumers regarding green products and to analyze the attitude and behavior of consumers towards green products. The present research focused on consumers’ attitude and consumers’ behavior in relation to environmental problems. An attempt has also been made to examine the impact of green marketing practices on consumers purchasing decision and how various factors influence the green purchasing decisions of the customer.