Green Marketing Strategies and Consumer Behavior: A Contemporary Analysis in the Indian Context

Environmental sustainability has become a central theme in global business discourse. In India, where rapid industrialization intensifies ecological challenges, green marketing has emerged as a strategic response. This literature-based review explores green marketing strategies adopted by Indian firms and their influence on consumer behavior. Drawing upon secondary data, the study applies theoretical models like the Theory of Planned behavior to analyse the gap between green attitudes and actual purchase decisions. Key insights include psychographic consumer segmentation, the credibility gap due to green washing, and the role of pricing and trust. While limited by the absence of primary empirical data, the paper offers practical recommendations for marketers and policymakers and highlights the need for integrated, transparent, and accessible green strategies.