Green marketing involves the development, manufacturing, promotion, distribution, consumption, and disposal of products and services that meet consumers' needs, such as quality, performance, and price, in an environmentally sustainable manner. This approach aims to minimize environmental impact, particularly concerning raw material usage and energy consumption. The research aims to understand the focus on green marketing. This paper analyses consumer awareness of green products and services, and the concept of green marketing, specifically in West Bengal, focusing on metro areas and nearby regions. The primary data was collected using a purposive sampling method. The findings reveal that 80% of consumers are willing to pay more for eco-friendly products.
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Chattopadhyay et al. (2024) studied this question.
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