UNDERSTANDING INDIAN CONSUMER PREFERENCES: A STUDY OF GREEN PRODUCTS AND MARKETING PRACTICES

Abstract

Green marketing has emerged as a significant phenomenon in the contemporary marketplace, facilitating the rebranding and repackaging of existing products that already adhere to environmentally friendly guidelines. Moreover, the evolution of green marketing has created opportunities for companies to introduce separate product lines, highlighting the eco-friendliness of some products while overlooking others.Consequently, businesses have intensified their efforts to target environmentally conscious consumers, who prioritize integrating environmental issues into their purchasing decisions by incorporating them into marketing strategies for various products.

This paper is dedicated to exploring the consumer preferences and attitudes towards environmentally friendly products and marketing practices. Additionally, the study aims to uncover the challenges faced in implementing green marketing initiatives. Through empirical analysis, the goal of the research is to provide insightful information on how well green marketing strategies satisfy the requirements and desires of consumers, thereby contributing to the understanding of sustainable marketing practices.