The Role of Blockchain in Green Marketing: Evidence from Agriculture and Consumer Perceptions in India

Modern agriculture is a dynamic and innovative sector that integrates advanced technologies and sustainable farming practices to enhance productivity while minimizing the use of natural resources. To meet the growing global demand for food, biofuels, and fibers, agriculture is increasingly adopting digital solutions. However, India’s agricultural sector still lags behind Western nations in adopting such cutting-edge tools. In this context, green marketing has emerged as a strategy to promote eco-friendly practices—such as precision pest and weed control, use of micro-granular fertilizers, and reforestation initiatives. While green marketing has gained traction in parts of Asia, its integration with emerging technologies remains limited globally. This study explores how block chain technology can strengthen green marketing in agriculture by ensuring supply chain transparency, enhancing consumer trust, and promoting sustainability. A mixed-method approach was adopted, combining secondary data analysis and stakeholder interviews to assess current adoption levels and identify barriers. Findings indicate that block chain-enabled traceability systems can authenticate eco-friendly practices, provide verifiable data on resource use, and support government incentive schemes. The study concludes that integrating block chain with green marketing can accelerate the transition to sustainable agriculture, especially in developing economies like India.