A Study on the Perceptions of Consumers Towards Green Marketing of E-Commerce Products in Rajasthan

Abstract

"Green marketing" refers to the practice of promoting services and goods on the basis of their positive environmental impact. Without the aid of secondary effect change, production process upgrades, economical packaging, and retooled advertising, such a nice or administration should be harmless to the ecosystem. Due to environmental concerns, green products have received more attention recently, and their availability is growing. The desire to protect the environment has become a universal concern. This study aims to analyze changing trends of customers and their perceptions towards green marketing. Corporate businesses believe that green marketing is a powerful instrument for achieving organisational objectives as well as for gaining a competitive edge and establishing brand equity in a time when consumers choose companies that are more environmentally friendly. The Indian government has made social responsibility a requirement for organisations.The demonstration of buying products and services E-Commerce through vendors who operate websites is known as Ecommerce. Since the beginning of the Internet, businesses have tried to market their goods to users. The study is empirical in nature wherein the survey responses of 135 clients were analyzed and interpreted. It was found that clients prefer green products and it has positive impact on the overall sales, perceptions of customers.