A Study on Green Marketing and Green Consumer Behaviour

Environmental problems are becoming a global issue, and both what people want and what the government does must be considered. Some consumers are devoted to becoming environmentally conscious, while others are resistant. Due to a lack of understanding and an unwillingness to embrace green behaviour, consumers will seek products and services with negligible environmental effects. However, green behaviour is complex and has several distinct implications. "Green marketing" refers to a firm or organization that provides safe and ecologically friendly goods and services through recycled packaging, rapid decomposition, improved pollution control techniques, and increased energy efficiency. Two-thirds of Indian customers know about green products and their positive effects on the ecosystem, although their concept of "greenness" differs significantly. In this study, researchers decided to determine the impact of green marketing on customer behaviour.