Published Paper Details:

Companies are being forced to adjust to the rising trend towards natural and sustainable living. A lot of people are highlighting natural components and eco-friendly production methods. But there's cause for caution over "greenwashing," or making false claims about environmental advantages. This study investigates the decision-making process used by Odisha customers who are aware of ecological products. It looks at how a customer's environmental mindset and eco-logical marketing strategies affect their purchasing decisions. The study develops a novel framework by expanding upon extant theories of consumer purchasing, such as the Theory of Planned Behaviour. After 100 customers' survey data was analyzed, it became clear that there was a significant relationship between ecological marketing, consumer attitudes, and purchasing patterns. This study offers insightful information that academics may use to improve theories about consumer purchasing behaviour and marketers can use to provide better marketing strategies