Author(s): Chokkamreddy Prakash, Kasireddy Sandeep Reddy, Nannuri Srikanth Reddy and Adhireddy Sandeep Reddy
Manufacturers and consumers have recently concerned about how products affect the environment. Environmentally friendly items, such as low power using electrical appliances, organic foods, lead-free paints, recyclable paper, and phosphate-free detergents, have drawn the attention of consumers and manufacturers. Indian marketers are beginning to understand the value of the green marketing idea. This study aims to investigate the level of awareness of Indian consumers about green products and practices, identify the critical factors influencing green consumption in Indian consumers, investigate the preferences of Indian consumers about green products, and analyze how green marketing strategies impact the purchasing decision of consumers. The study will employ factor analysis and correlation analysis techniques to analyze data collected from a sample of Indian consumers. The results of the study will provide insights into the factors that influence green consumption behavior among Indian consumers and will be useful for businesses looking to develop effective green marketing strategies to target this market segment.