Eco-Conscious Living and Local Insights: Examining Demographic and Marketing Influences on Environmental Awareness of Green Ornaments in Ayodhya

This study evaluates the impact of demographic factors and marketing strategies on consumer awareness regarding the purchase of eco-friendly ornaments in Ayodhya District. It examines how variables such as age, gender, occupation, income, education, marital status, and residential location influence consumer awareness. Additionally, the study analyses the effectiveness of various marketing strategies, including television advertisements, social media campaigns, local market promotions, and retail-store outreach, in shaping consumer knowledge and purchasing behaviour. Data were collected from 240 respondents through offline personal interviews and analysed using Excel. The findings highlight that marketing activities play a crucial role in enhancing consumer awareness, with social media and influencer promotions being particularly impactful. This research provides valuable insights into the significance of targeted marketing approaches and the role of demographic characteristics in consumer decision-making within the artificial jewellery market.