Published Paper Details:

Growing awareness of environmental issues has resulted in a change in consumer behaviour. Consumer perceptions towards living a green lifestyle have shifted. People are actively attempting to lessen their environmental impact. Firms have noticed this shift in customer sentiments and are attempting to acquire a competitive advantage in the market by utilizing the green market's potential. Consumers and producers have focused their attention on environmentally friendly items such as low-power or energy-efficient electrical appliances, organic foods, lead-free paints, recyclable paper, and phosphate-free detergents [21]. The current study introduces the concept of green marketing, focuses on consumers' level of awareness about environmental issues, their perceptions and preferences toward green marketing practices, and investigates the numerous ways in which distinct consumer traits are linked to the concept of green marketing.