Green Marketing Strategies And Their Impact On Consumer Perception Of Ecommerce Businesses In India

This research analyzes how green marketing affects Indian e-commerce customer perception. E-commerce in India is growing rapidly, therefore firms are using sustainable packaging, carbon-neutral shipping, and ethical sourcing to attract eco-conscious customers. However, greenwashing and exorbitant implementation costs persist. In this qualitative study, customer knowledge, trust, and behavior toward eco-friendly activities in Indian e-commerce are examined. Urban and educated customers are more aware of green goods, but adoption is still low. Digital marketing shapes opinions and purchases. The research also finds a literature deficit on developing market consumer buying trends. Indian e-commerce enterprises may improve their green marketing, brand loyalty, and sustainable development by closing these gaps.