• Malvadkar Aishwarya Rajesh
• Dr.Maruti B Katkade

Businesses around the world are being forced to adopt greener practices. Rising environmental consciousness of buyers, regulatory pressures and the fact that ecofriendly operations usually involve less expenditures in the long term have propelled green marketing from a niche to a mainstream marketing tool. But does any of this result in altered buying behaviour? This study attempts to address this question by surveying 100 consumers about their awareness and buying behaviour across five everyday product categories – FMCG, home appliances, stationery, clothing and nontoxic articles – and whether they shop for these products online or offline. Data were collected using a 35statement Likert-scale questionnaire and analyzed through percentage analysis, One-Way ANOVA and independent samples t-tests. The attitude towards green marketing was found to be positive in all categories, with category mean scores ranging from 3.45 to 3.64 on a five-point scale. What is less encouraging is the dissociation between this attitude and more substantive commitments such as willingness to pay a premium – people agree to green marketing principles considerably more often than they act on them. Area of residence was the only demographic factor that consistently influenced attitude, affecting it in four of seven categories, while age, income, occupation and gender had little statistical impact. That leaves an impression of fairly evenly distributed green sentiment across the Indian consumer base rather than a concentrated one, a finding with implications for the targeting of green campaigns, as discussed in the recommendations that follow.

Green Marketing, Eco-Friendly Products, Consumer Behaviour, Consumer Awareness, Sustainable Consumption

"Green Marketing and Consumer Buying Behaviour Towards Eco-Friendly Products: An Empirical Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 9, page no.c727-c737, September-2026, Available :http://www.jetir.org/papers/JETIR2609280.pdf

"Green Marketing and Consumer Buying Behaviour Towards Eco-Friendly Products: An Empirical Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 9, page no. ppc727-c737, September-2026, Available at : http://www.jetir.org/papers/JETIR2609280.pdf