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VOL. 8, ISSUE 2 (2023)
Impact of green marketing on consumer behaviour
Authors
Farheen Khan, Dr. S K Shrivastava
Abstract
This study aims at looking into consumer perception towards green
values created by the green marketing efforts by the promoters and its impact
on their purchasing behavior of eco-friendly sustainable products in Gwalior
city. This study is having descriptive research design and the convenience
sampling method was used to identify respondents of the study. The population
for the study was consumers who use to buy green products from the markets of
Gwalior city. The sample size of the study was 80 customers. Regression was
applied to test the hypotheses of the study and result shows that green
marketing is having positive impact on consumer behaviour.
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Pages:24-27
How to cite this article:
Farheen Khan, Dr. S K Shrivastava "Impact of green marketing on consumer behaviour". International Journal of Advanced Education and Research, Vol 8, Issue 2, 2023, Pages 24-27
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