Published Paper Details:

In recent decades, consumers and producers have voiced concerns about the effects of products on the environment. Products that are thought to be "green" or environmentally friendly, such as low-power (energy-efficient) electrical appliances, organic foods, lead-free paints, recyclable paper, and phosphate-free detergents, have drawn the attention of both consumers and manufacturers. The significance of the Green Marketing Concept is also being recognized by marketers in India. While there has been a lot of global research on green marketing, there hasn't been much scholarly study done in India on customer perceptions and preferences. An overview of environmental issues is given in this research, along with information on consumers' green values, awareness of environmental issues, and green habits and products. Consumers place a high value on green products, research has provided useful insights for green product marketers and indicates the necessity to create marketing communication campaigns supporting green products. This study supports the idea that customer preference and purchase decisions are positively influenced by general green values, consumer awareness of green practices and products, and consumer perceptions of the seriousness of marketing firms' commitment to green marketing.