Consumer Awareness and Behaviour towards Green Marketing Practices: An Empirical Study of Nagpur City

Abstract

This research work is an attempt to analyse consumer awareness and response towards implementing green marketing practices in Nagpur City. The study will focus on the objects of environmental consciousness of consumers and assess the impact of green marketing techniques on consumer buying decision. Consumer attitudes regarding ecological products, sustainable packaging, green advertising and environmentally conscious business are revealed. Primary data was obtained by using a structured questionnaire means its designed to collect data from different group of consumer of Nagpur City. The results showed that consumers' preference for green products is significantly affected by improvements in social responsibility and environmental awareness and by health concerns. But several influences remain to impede green purchasing: prices, availability and lack of genuine information. Finally, it has been concluded from the study that good green marketing practice can indeed influence consumers' attitude and behaviours to influence their consumption pattern towards sustainable consumption. The findings from the research are useful for marketers, policy makers and the business for creating strategies that foster environmental sustainability and responsible consumerism in the urban market of Nagpur City.