A Study on Perception and Preferences Towards Green Marketing, It's Influence on Consumer

Abstract

In today's environmentally-conscious society, green marketing—a strategy emphasizing the environmental attributes of products—has become increasingly significant. Consumer perception towards this approach often leans positive, especially among the younger demographic that values sustainability and eco-friendly practices. Many consumers view green marketing as an alignment of their personal beliefs with purchasing behavior, often associating it with health benefits, ethical consumption, and a reduced carbon footprint. However, skepticism also permeates, as accusations of "green washing" (where companies exaggerate their green initiatives) have made buyers more discerning. Thus, while the preference for eco-friendly products is evident, brands must uphold authentic sustainable practices to genuinely appeal to the modern consumer's environmental sensibilities.