ASSESSMENT OF CONSUMER AWARENESS AND ADOPTION OF GREEN MARKETING AND WASTE MINIMIZATION PRACTICES IN SRINAGAR CITY, JAMMU & KASHMIR

Background: Growing environmental concerns have increased the importance of sustainable consumption, green marketing, and waste minimization. Consumer awareness plays a critical role in encouraging the adoption of environmentally responsible products and practices. Srinagar City, Jammu and Kashmir, is experiencing increasing urbanization and waste-generation pressures, making consumer participation in sustainable practices particularly important. Objective: The present study aimed to assess consumer awareness regarding green marketing and waste minimization practices in Srinagar City and to examine the relationship between awareness, attitudes, and adoption of environmentally sustainable practices. Materials and Methods: A descriptive cross-sectional research design was adopted. Data were collected from 100 respondents comprising consumers, households, and small business owners in Srinagar City using a structured questionnaire. Stratified random sampling was used to obtain representation from different socioeconomic and demographic groups. The questionnaire assessed awareness of green marketing, perceptions of eco-friendly products, attitudes toward waste reduction, recycling and reuse, factors influencing sustainable purchasing decisions, and perceived barriers to adopting green practices. Data were analyzed using descriptive statistical methods, including percentages, mean scores, and cross-tabulations. Results: The findings demonstrated a generally high level of awareness and positive attitudes toward green marketing among respondents. The mean score for belief in the concept of green marketing was 4.59, while awareness of companies adopting green practices had a mean score of 4.51. Respondents also strongly recognized the advantages of green products (mean = 4.27) and believed that green marketing could improve productivity (mean = 4.70). Participants perceived difficulties in implementing green marketing across companies (mean = 4.59) and reported that companies may be reluctant to adopt such practices (mean = 4.04). Interest in acquiring further knowledge about green marketing was also high (mean = 4.35). Despite considerable awareness, practical adoption of waste minimization and sustainable consumption practices was reported to be constrained by factors including cost, inadequate infrastructure, limited availability of green products, insufficient awareness campaigns, and lack of supportive waste-management facilities. Conclusion: Consumers in Srinagar City demonstrate considerable awareness and positive attitudes toward green marketing and environmental sustainability. However, a gap remains between awareness and consistent adoption of sustainable practices. Strengthening environmental education, improving waste-management infrastructure, increasing the availability and affordability of green products, promoting credible eco-labeling, and enhancing collaboration among government agencies, businesses, educational institutions, and communities may support greater adoption of green marketing and waste minimization practices.