• RINA SHARMA
• PRIYANSHU SHERAVAT

Green marketing is a phenomenon which is gaining significance rapidly in modern marketing. Today the world has need of new decision and innovations which leads to green marketing environment and also to create a new market condition to the potential customers. The research study is on the green marketing but specifically on consumers’ attitudes and purchase intention of organic products. It has been the global concern for the purpose of the conservation of the polluting and degradation of environment. Many studies have been done on the green marketing exploring the significance of the topic and relationship to the attitude and purchasing behaviour of the consumers. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce organic products. The objective of this research is to explore the influence of the four traditional marketing-mix elements, satisfaction and word of mouth (WOM) on attitude and purchasing intentions of consumers on organic products specifically organic products. The purpose of the study was to obtain information from consumers’ point of view. A well-structured questionnaire has been adopted to collect primary and secondary data for the research. Statistical tools like factor analysis, multiple regression and correlation have followed for analysis and as output the study reveals that there is an increasing trend in customer’s awareness and in turn the organic product market have gained momentum. It also highlighted about the impact of nonorganic product on society and suggestions were given based on the study.

Green marketing, organic product, marketing-mix, word of mouth, satisfaction, attitude, consumer intention.

"GREEN MARKETING AND ORGANIC PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 7, page no.i673-i677, July-2023, Available :http://www.jetir.org/papers/JETIR2307897.pdf

"GREEN MARKETING AND ORGANIC PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 7, page no. ppi673-i677, July-2023, Available at : http://www.jetir.org/papers/JETIR2307897.pdf