A Study on Green Marketing and Its Impact on Consumer Buying Behavior

Abstract

Green marketing is a strategy used by marketers for reaching sustainable development. Companies need to know consumers' attitude and to adapt new marketing solutions with the focus on determining the expectations and satisfying their needs. The aim of the survey is to gather information from a consumer standpoint. Green marketing is a phenomenon which has developed important in the modern market. The paper also examines the present trends of green marketing in India and describes the reason why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.