Impact of Green Marketing Practices on Sustainable Consumer Buying Behavior in the Bagalkot City: An Empirical Study

Green marketing has emerged as an important strategy for promoting environmentally sustainable products and encouraging responsible consumer behaviour. The present study examines the impact of green marketing practices on sustainable consumer buying behaviour in Bagalkot City. The study aims to assess consumers’ awareness regarding green marketing practices, analyze their influence on purchase decisions, and identify the major factors and barriers affecting sustainable buying behaviour. The research is based on both primary and secondary data. Primary data were collected from 100 respondents through a structured questionnaire using a 5-point Likert scale and convenience sampling method, while secondary data were collected from books, journals, and research articles related to green marketing and sustainable consumer behaviour. Percentage analysis and chi-square tests were used to analyze the collected data. The findings reveal that green marketing practices significantly influence sustainable consumer buying behaviour. Environmental concern, eco-labels, certifications, and green marketing advertisements positively affect consumers’ purchase intentions and encourage sustainable consumption. A majority of respondents expressed willingness to pay extra for environmentally friendly products and showed interest in increasing their future purchases of green products. However, factors such as high prices, limited availability of green products, and lack of proper information were identified as major barriers affecting sustainable buying decisions. The study concludes that green marketing practices play a significant role in promoting sustainable consumer behaviour in Bagalkot City and suggests that businesses should strengthen awareness programs, improve product availability, and adopt reasonable pricing strategies to encourage environmentally responsible consumption and sustainable development.