A STUDY ON THE EFFECTIVENESS OF GREEN MARKETING IN CONSUMER PURCHASE DECISION

Green marketing is going to be the latest and strongest method to influence consumers into sustainable consumption.This paper checks on the impacts of implementing green marketing on consumer purchase decisions.On understanding the level at which green marketing influences buying behaviour, the study analyses consumer awareness, attitude, and reaction to eco-friendly products and advertisements.This study considered a structured questionnaire and collected responses from 100 participants.The results indicate a positive relationship between green marketing and consumer buying intentions, which is ceteris paribus affected by price sensitivity and trust in green claims.