STUDY OF GREEN MARKETING AND CONSUMER PERCEPTION IN INDIA

Abstract

Green marketing has become an increasingly important aspect of business in India. With growing environmental concerns and increased awareness among consumers, companies are incorporating environmentally friendly practices into their operations and promoting their products as eco friendly. However, it is crucial to understand the consumer perception of green marketing practices in India. The purpose of this executive summary is to provide an overview of green marketing and consumer perception in India. Studies have shown that Indian consumers are becoming more conscious of the environmental impact of their choices and are willing to pay a premium for eco-friendly products. However, there is still a lack of awareness and knowledge among consumers regarding green products, and they may not always understand the benefits of choosing eco-friendly products. Companies need to educate consumers on the environmental impact of their products and the benefits of choosing eco-friendly alternatives. We can draw the conclusion that the business can become more environmentally friendly by training its staff, particularly its sales representatives. This would enable them to effectively market the green product to consumers by outlining the key points in a straightforward manner.to go green, the organisation must create new marketing plans and strategies. in order to outperform the market competition and improve the company's future. For all of it, businesses must educate their clients on the idea. Businesses that use green marketing in the appropriate context and with the appropriate target audience may help them to get a competitive edge. Businesses must use openness and honesty in their green marketing strategies to avoid greenwashing, which is being viewed with increasing scepticism by consumers. Companies must make sure their promises are true and backed up by data, or they risk being seen as dishonest.