INDIAN CONSUMER PERCEPTION AND PREFERENCE REGARDING GREEN MARKETING

<p>This research paper explores Indian consumers’ perceptions and preferences regarding green marketing. Although awareness of environmental issues is high, actual buying behavior is often hindered by price sensitivity and product availability. The study identifies key elements consumers prioritize in green marketing practices, including eco-friendly product manufacturing and effective communication strategies. Transparency in marketing efforts is crucial to build consumer trust and mitigate skepticism about greenwashing. The findings suggest that businesses and policymakers should focus on enhancing consumer education, improving accessibility of green products, and developing effective marketing strategies. The research provides valuable insights for businesses and policymakers to promote sustainable practices and environmentally responsible consumer behavior in India. By understanding consumer preferences and values, businesses can develop targeted marketing strategies to appeal to the growing demand for eco-friendly products.</p>