In India, there is an increasing awareness of green marketing in which ways of plastic waste, air pollution, and climate change are debated. Other companies are now advertising products that are environmentally friendly, recyclable packaging and sustainable production procedures. Nonetheless, it remains unclear that consumers have been sensitized on green marketing or whether the awareness actually impacts the consumers to alter their buying habits. This paper analyses the awareness about green marketing and how it impacts the purchasing behaviour of Nagpur District customers. The primary purpose of the research is to estimate consumer awareness, the factors influencing the decision to green purchase, and whether the awareness will translate to the actual purchase. It was a quantitative research design. A structured questionnaire was used to gather primary data of 50 respondents in Nagpur District. The published reports as well as governmental documents and previous research studies were used to collect secondary data. Data analysis was performed by use of simple percentage analysis and tabular presentation. The results indicate that most of the respondents have heard of the concept of green marketing and understand eco-friendly labels. The awareness, however, does not necessarily translate into regular purchase behaviour. Price, availability of products and credibility towards green claims are significant in the decision making. A significant number of the respondents gave responses that they were willing to purchase green products but they cited price issues and shortage as an impediment. The research also concludes that the knowledge of green marketing in Nagpur District is moderate to high, yet the direct impact on the purchase behaviour is economic and practical. Businesses are to aim at establishing trust, reasonable prices, and raising the availability of products. The results can guide marketers, policy makers and researchers to conceive local consumer behaviour on environmentally friendly products.
Koche et al. (Sat,) studied this question.