Paper Title
Green Marketing: A Study of Consumer Perception and Preferences with Reference to Noida City
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Registration ID: IJNRD_323050
Published ID: IJNRD2604147
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Keywords
Green Marketing, Consumer Perception, Consumer Preference, Eco-Friendly Products, Buying Behaviour, Environmental Awareness, Noida City
Abstract
The increasing environmental concerns and the need for sustainable development have led to the emergence of green marketing as an important concept in modern business practices. The present study aims to examine consumer perception and preferences towards green marketing practices with reference to Noida City. The study is based on primary data collected from 370 respondents using a structured questionnaire and convenience sampling method. A descriptive research design has been adopted, and the data have been analyzed using percentage analysis and the Chi-square test. The results of the study indicate that consumers exhibit a positive perception towards green marketing practices. However, factors such as high price and limited availability significantly influence their purchasing decisions. The findings further reveal that advertisement is the primary source of awareness among consumers, and demographic variables such as gender, age, and income have a significant association with consumer behaviour towards green products. The study concludes that although awareness and positive perception towards green products are increasing, practical barriers such as cost and accessibility limit their adoption. Therefore, marketers should focus on improving affordability, availability, and effective promotional strategies to enhance consumer acceptance of green products. The study provides useful insights for marketers and policymakers to promote sustainable consumption and strengthen green marketing practices.
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How To Cite (APA)
Pushpendra Mourya & Dr. Saurabh Verma (April-2026). Green Marketing: A Study of Consumer Perception and Preferences with Reference to Noida City. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(4), b350-b358. https://ijnrd.org/papers/IJNRD2604147.pdf
Issue
Volume 11 Issue 4, April-2026
Pages : b350-b358
Other Publication Details
Paper Reg. ID: IJNRD_323050
Published Paper Id: IJNRD2604147
Research Area: Management All
Author Type: Indian Author
Country: Bareilly, Uttar Pradesh, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2604147.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2604147
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