Green Marketing Strategies and Consumer Decision-Making: A Study in Bengaluru, Karnataka
Author : Malavika Vinod, Shagun Sonu, Sruthi Sarma and Dr. Hridhya PK
Abstract :
In today's environmentally conscious marketplace, green marketing has emerged as a critical strategy for businesses striving to address ecological concerns while capturing the attention of mindful consumers. This research investigates the relationship between green marketing practices and consumer purchasing decisions specifically within Bengaluru's urban context. The investigation delves into several key areas including environmental certifications, corporate social responsibility initiatives, and eco-friendly packaging solutions, while measuring public awareness and responsiveness to these approaches. Through comprehensive secondary data examination, our findings reveal that although green marketing substantially boosts brand credibility, significant hurdles persist, particularly regarding deceptive environmental claims and premium pricing structures. The study concludes with practical recommendations for strengthening consumer educational programs, implementing more robust regulatory frameworks, and improving the availability of environmentally friendly products.
Keywords :
Green marketing strategies, consumer decision-making, role of technology etc.
