Exploring the Key Drivers of Green Marketing: Factors Influencing Consumer Behavior

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Year	2025
Volume/Issue/Review Month	Volume-XVIII \| Issue-I \| Jan.-Jun.
Title	Exploring the Key Drivers of Green Marketing: Factors Influencing Consumer Behavior
Authors	Dr. Rahul Khandelwal, Dr. Umesh Ramchandra Raut, Dr. Dhanashree Katekhaye, Dr. Prafulla Arjun Pawar
Broad area	Marketing
Abstract	Abstract: Globalization is progressively interconnecting the world, resulting in an ever-increased trade, economic and cultural exchange while also bringing in environmental problems negatively affecting mankind. Consumers and manufacturers are both becoming increasingly sensitive towards the need to switch to more eco-friendly alternatives. Marketers and policymakers cannot remain unresponsive to the environmental awareness that is shaping consumer buying behaviour. Green marketing offers customers eco-friendly products through various strategies implemented by organizations. Companies are adopting green policies in their product, pricing, distribution and promotional activities, termed 'green marketing' strategies. The current study examines how respondents' attitudes towards green marketing are impacted by means of environmental awareness level. The study also examined how respondent’s attitudes towards green marketing and environmental awareness influenced their desire to make sustainable purchases. The route model study provides statistical evidence those respondents attitudes towards the Green Market are positively impacted by environmental awareness. The study also confirms those respondents' attitudes towards green marketing and environmental awareness is beneficial to create impact on customer’s intentions to purchase sustainable products.
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