A Study of the Impact of Green Marketing Awareness on EcoConscious Consumer Behaviour in Nagpur City

Abstract

The growing concern for environmental sustainability has significantly influenced consumer behaviour in recent years. Increasing environmental awareness has led to the emergence of conscious consumerism, where individuals consider the ecological impact of their purchasing decisions. Green marketing has therefore become an important strategy for organizations aiming to promote environmentally friendly products and sustainable consumption patterns. The present study aims to examine the impact of green marketing awareness on eco-conscious consumer behaviour with special reference to Nagpur City. The research focuses on analyzing consumers’ eco-conscious preferences, attitudes, and behavioural responses toward green products and environmentally responsible marketing practices. The study adopts a descriptive research design and utilizes both primary and secondary data. Primary data is collected through a structured questionnaire administered to consumers in Nagpur City, while secondary data is gathered from research journals, books, and online sources. Statistical tools such as percentage analysis, correlation, and regression analysis are used to examine the relationship between green marketing awareness and consumer behaviour. The findings of the study indicate that environmental awareness and positive attitudes toward sustainability significantly influence consumers’ preference for eco-friendly products. The research also reveals that consumers who are more informed about environmental issues demonstrate stronger purchasing intentions toward green products. However, factors such as price sensitivity and lack of availability of green alternatives still act as barriers to widespread adoption. The study concludes that effective green marketing strategies, environmental education, and transparent communication can enhance consumer trust and encourage sustainable consumption behaviour.