A Study of Consumer’s Awareness towards Green Marketing in Uttar Pradesh

Registration ID: IJNRD_326080

Published ID: IJNRD2606133

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Mrs. Pragati Bhattacharya

Green Marketing, Consumer Awareness, Eco-friendly Products, Sustainable Consumption, Consumer Behaviour, Eco-labeling, Green Consumerism

Abstract Green marketing has emerged as an important concept in the modern business environment due to increasing environmental concerns and growing awareness among consumers regarding sustainable consumption. Rapid industrialization, urbanization, pollution, climate change, and excessive exploitation of natural resources have created serious environmental challenges across the world. In response to these issues, organizations are increasingly adopting environmentally responsible business practices and promoting eco-friendly products through green marketing strategies. The present study focuses on examining consumer awareness, perception, and purchasing behaviour toward green marketing and eco-friendly products in Uttar Pradesh. The major objectives of the study are to analyze consumer awareness regarding green marketing, identify the factors influencing consumers’ purchase decisions toward green products, examine the impact of demographic variables on awareness levels, and identify the barriers affecting the adoption of eco-friendly products. The study is descriptive and exploratory in nature and is based on both primary and secondary data. Primary data were collected through a structured questionnaire from 200 respondents belonging to different demographic categories. Secondary data were collected from books, journals, research papers, websites, and previous studies related to green marketing and consumer behaviour. Statistical tools such as percentage analysis, mean score analysis, correlation analysis, and chi-square test were used for data interpretation. The findings of the study reveal that a large number of consumers are aware of green marketing concepts and eco-friendly products. Television and social media were identified as the major sources of awareness regarding green products. The study also indicates that consumers generally possess positive attitudes toward environmentally friendly products and believe that green products are safer for health and the environment. Mean score analysis shows that respondents strongly agree that green marketing helps create environmental awareness and promotes sustainable consumption practices. The hypothesis testing results indicate a strong positive relationship between consumer awareness and purchase intention toward green products. As consumers become more aware of environmental issues and green marketing practices, their willingness to purchase eco-friendly products also increases. The chi-square analysis further reveals that demographic factors such as age, education, and income significantly influence awareness regarding green marketing. Younger and educated consumers were found to be more environmentally conscious and more willing to adopt sustainable products. Despite positive consumer attitudes, certain barriers continue to restrict the widespread adoption of green products. High prices, limited product availability, lack of trust in green claims, and inadequate information were identified as major challenges affecting green purchasing behaviour. The study concludes that effective awareness campaigns, affordable pricing strategies, government support, and environmentally responsible business practices are essential for encouraging green consumption behaviour and promoting sustainable development. The findings of the study may help marketers, policymakers, and organizations formulate effective green marketing strategies and strengthen environmental sustainability initiatives.

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Mrs. Pragati Bhattacharya (June-2026). A Study of Consumer’s Awareness towards Green Marketing in Uttar Pradesh. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(6), b296-b307. https://ijnrd.org/papers/IJNRD2606133.pdf

Volume 11 Issue 6, June-2026

Pages : b296-b307

Paper Reg. ID: IJNRD_326080

Published Paper Id: IJNRD2606133

Research Area: Management All

Author Type: Indian Author

Country: VARANASI, UTTAR PRADESH, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2606133.pdf

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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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