Published Paper Details:

Green marketing refers to holistic marketing concept which fosters environmental betterment ensures reduction of trade barriers, standardization, diminished health and safety impacts, enhanced community and employee relationships, high customer satisfaction, trust, loyalty, and elevated brand equity. Indian automobile industry is one of the primary drivers of the nation's economic prosperity. Currently, the automobile industry contributes 7.1% of India's GDP and 49% of its manufacturing GDP. The EV market is expected to grow at CAGR of 49% between 2022-2030.Government of India, and non-governmental organizations are collaborating to foster green pursuit which propels the nation toward sustainability. If strategically implemented then it may generate several commercial opportunities, green jobs, protect environment, and improve the livelihood of people (Rodger, 2016). This study titled "A STUDY ON IMPACT OF GREEN MARKETING ON BUYING BEHAVIOUR OF CONSUMERS OF AUTOMOBILE SECTOR WITH SPECIAL REFERENCE TO RAIPUR CITY", critically reviews the existing literature on green marketing strategies and collected data to understand the individual and organizational benefits derived from green marketing strategies. The findings of the study are proved by applying sound statistical modeling, states that passenger vehicle companies exhibit a heightened environmental consciousness. However, the purchasing behavior of customers for different types of passenger vehicles, such as cars, SUVs, XUVs, vans, and jeeps, varies significantly. The implications of this study highlights the need for businesses to embrace green marketing, integrate sustainability and adapt to changing consumer preferences and government initiatives. There is ample scope for businesses to grow by abiding eco-friendly practices in the Indian automobile sector.