Green Marketing Practices and Their Impact on Consumer Buying Behaviour

Abstract

Green marketing has emerged as an important business strategy in response to increasing environmental concerns and consumer awareness regarding sustainable consumption. This study examines the impact of green marketing practices on consumer buying behaviour. The research investigates consumer awareness of eco-friendly products, the influence of environmental claims on purchasing decisions, and consumer willingness to pay a premium for green products. Primary data were collected from 50 respondents using a structured questionnaire. The findings reveal that green marketing practices positively influence consumer buying behaviour, with environmental awareness and product credibility playing significant roles in purchase decisions. The study suggests that businesses should adopt transparent and sustainable marketing strategies to strengthen consumer trust and encourage environmentally responsible consumption.

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