STUDY OF IMPACT OF GREEN MARKETING ON CONSUMER BEHAVIOR AND SUSTAINABLE DEVELOPMENT GOALS IN INDIA WITH GLOBAL PERSPECTIVE

Green Marketing is a broad term covering all aspects of marketing decision- making that keep the ecology and environment in focus. Conventional marketing paid little attention to the pollution caused to the environment from the unused or expired products, the raw material used in manufacturing or from the packaging materials used. Green marketing is gaining importance due to increasing awareness about environmental conservation. The study explores the impact of customer orientation for sustainability on the purchase intention of green products. After several decades, the idea of sustainability by using the environment and natural resources to have less impact on planet earth gained momentum at every global platform. Goal No.12 of the 2030 UNEP Sustainable Development Goals agenda proposes to ensure sustainable production and consumption.