Published Paper Details:

The increasing concern for environmental sustainability has compelled organizations to integrate green marketing into their core business strategies. Green marketing is no longer a peripheral activity but a strategic necessity that aligns organizational objectives with environmental responsibility and long-term sustainability. This study examines the extent to which green marketing practices are integrated into business strategy and analyzes their influence on consumer purchase intention and brand perception. The study is empirical in nature and is based on primary data collected from 120 consumers using a structured questionnaire. Statistical tools such as Percentage Analysis, Chi-square Test, and One-way ANOVA were employed for data analysis. The findings reveal a significant association between environmental awareness and green purchasing behavior, and a significant difference in purchase intention across income groups. The study concludes that effective integration of green marketing into business strategy enhances sustainability, consumer trust, and competitive advantage