A Study on Impact of Green Marketing on Consumer Attitudes Towards Eco-Rabbit Products, Piler

- This study examines consumer attitudes and behavioral responses toward green marketing strategies implemented by manufacturing companies, with a particular emphasis on Eco Rabbit Pvt. Ltd., located in Piler, Chittoor district, Andhra Pradesh. As sustainability becomes an increasingly important societal and economic concern, manufacturing companies are incorporating eco-friendly practices and messaging to align with consumer values. However, these efforts often fail to achieve desired impact due to consumer skepticism, lack of awareness, and generic marketing strategies that do not resonate with diverse demographics. Product quality is identified as the most influential factor in purchasing decisions, while packaging and price also play important roles. Moreover, media channels—especially social media and peer recommendations—have a stronger influence on consumer perception than traditional advertisements. KeyWords: Green marketing, trust, awareness, quality, price and brand awareness