What question did this study set out to answer?

This research aims to assess how sustainability marketing affects green purchase intentions among urban consumers in India.

April 19, 2026Open Access

Assessing the Role of Sustainability Marketing in Shaping Green Purchase Intentions Among Urban Consumers

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Authors

GSGARGI SHARMA

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Implication

Quantitative research demonstrates the effect of sustainability marketing on green purchase intentions among urban consumers, suggesting significant implications for businesses.

Key Points

This research aims to assess how sustainability marketing affects green purchase intentions among urban consumers in India.
Conducted a quantitative survey of urban consumers in major Indian cities.
Investigated consumer perceptions of sustainability marketing and their green purchase intentions.
Analyzed the relationship between marketing strategies and green consumption behavior.
Sustainability marketing significantly influences consumers' intentions to purchase green products.
Key drivers include eco-labels, green advertising, and corporate social responsibility initiatives.
Urban consumers show a willingness to pay more for eco-friendly products, highlighting market potential.

Cite This Study

GARGI SHARMA (2026) studied this question.

synapsesocial.com/papers/69e47440010ef96374d90053 https://doi.org/10.5281/zenodo.19628875

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Implication

Quantitative research demonstrates the effect of sustainability marketing on green purchase intentions among urban consumers, suggesting significant implications for businesses.

Assessing the Role of Sustainability Marketing in Shaping Green Purchase Intentions Among Urban Consumers

Discussion

Member takes

Implication

Key Points

Cite This Study

Assessing the Role of Sustainability Marketing in Shaping Green Purchase Intentions Among Urban Consumers

Discussion

Member takes

Implication

Key Points

Cite This Study

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