The Impact of Green Marketing on the Purchase Decision in the Marketplace

Suprith M; F. X. Virgin Fraga

doi:10.34293/commerce.v13i2.8835

Suprith M Research Scholar (P.T.), Department of Commerce, St. Joseph’s College (A) (Affiliated to Bharathidasan University), Trichy, Tamil Nadu, India
F. X. Virgin Fraga Research Guide & Assistant Professor, Department of Commerce (CA), St. Joseph’s College (A) (Affiliated to Bharathidasan University), Trichy, Tamil Nadu, India

DOI: https://doi.org/10.34293/commerce.v13i2.8835

Keywords: Green Marketing, Consumer Purchase Decision, Sustainable Marketing, Eco-friendly Products, Environmental Awareness, Green Consumer Behavior, Marketing Strategies

Abstract

This study explores the effects of green marketing on the purchase decisions of consumers in the market. From looking at the behavior and preferences of consumers, the research seeks to identify how green marketing strategy affects the buying decisions. The hypothesis is that there is a significant place of green marketing in the consumer purchase decisions. A survey of 500 consumers has been used to collect data which are analyzed statistically and displayed using tables and graphs to aid in the interpretation. The outcome reveals that there is a high level of green marketing awareness from the consumers, positive impact of green marketing on purchase decisions, and strong correlation between green marketing awareness and preference of ecofriendly goods as well as the effectiveness of green marketing strategies in sales generation. The findings of this study provide scope for organizations to improve their marketing tactics and advocate for sustainability in the market.