Green Marketing Strategies and Their Influence on Urban Millionaires in India

Abstract

In the present era of heightened environmental awareness, green marketing has emerged as a vital strategy for businesses aiming to attract eco-conscious consumers. This study explores the influence of green marketing strategies on urban millionaires in India, a demographic increasingly inclined towards sustainable consumption. The purpose of the study is to examine how various green initiatives—such as eco-friendly packaging, green advertising, CSR practices, and product affordability—impact the purchasing behavior of high-net-worth individuals. The research employed a descriptive methodology, with data collected through a structured questionnaire using a 5-point Likert scale. A sample of 450 valid responses was obtained from marketing professionals across ten leading FMCG companies in Karnataka, selected through convenience sampling. Descriptive statistics and ANOVA were used as primary tools for data analysis. The findings reveal significant variations in the adoption of green marketing strategies across companies, with eco-packaging, transparency, and CSR practices having the most substantial influence on consumer decisions. The hypothesis was validated, indicating that green marketing strategies positively affect the purchasing intentions of urban millionaires. This study contributes to the growing body of knowledge on green consumerism and provides practical insights for marketers aiming to position their brands sustainably.