Published Paper Details:

In today's world, both consumers and businesses are beginning to question the environmental friendliness of many items. Evidence from around the world reveals that people are currently concerned for their environment. They are enthusiastic in making adjustments to their behaviour. Therefore, the idea of environmentally friendly products and environmentally friendly marketing is anticipated to result in a growing market for environmentally friendly and socially responsible goods and services. Consequently, as worldwide consumer awareness regarding the protection of their own environment continues to rise, more and more people are becoming interested in the idea of leaving a clean earth for the generation that will come after them. For the purposes of this research study, the researchers focused on some of Gujarat's larger cities, including Ahmedabad, Vadodara, Surat, and Rajkot. This research will focus on the purchasing habits of 250 people from each of these four cities. The responses from these one thousand customers were analysed with SPSS software, and the primary data that was collected was analysed with ANOVA and Chi-Square methods in order to investigate the attitudes and behaviours of the respondents with regard to environmentally friendly products and green marketing.