Green Marketing Practices And Consumer Purchase Decisions: Evidence From The Indian Retail Sector

Abstract

The Growing Environmental Concerns And Increasing Awareness Among Consumers Have Compelled Retailers To Adopt Green Marketing Practices As A Strategic Approach To Influence Purchase Behavior. This Study Examines The Impact Of Green Marketing Practices On Consumer Purchase Decisions In The Indian Retail Sector. Specifically, It Analyzes How Eco-friendly Products, Green Packaging, Sustainable Pricing Strategies, And Transparent Environmental Communication Shape Consumer Attitudes And Buying Intentions. Using Primary Data Collected From Retail Consumers Across Selected Indian Cities, The Study Employs Statistical Techniques To Assess The Relationship Between Green Marketing Dimensions And Purchase Decisions. The Findings Reveal That Green Product Attributes And Credible Environmental Claims Significantly Influence Consumer Trust And Purchase Intention, While Green Pricing And Promotional Strategies Play A Supportive Role. The Study Highlights That Environmentally Conscious Consumers Are More Likely To Prefer Retailers That Demonstrate Genuine Commitment To Sustainability Rather Than Superficial Green Claims. The Results Offer Valuable Insights For Retailers And Policymakers To Design Effective Green Marketing Strategies That Align Environmental Responsibility With Consumer Expectations, Thereby Promoting Sustainable Consumption In The Indian Retail Market.

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