Sustainable Marketing Practices and Their Impact on Consumer Purchase Intentions: An Empirical Study of Indian Startups

Abstract

Using sustainable marketing, companies can effectively communicate with their consumers. In retail, these efforts often go unrecognized but are acknowledged by shoppers when they come to the fore. Startups face challenges as well as opportunities for growth. Businesses establish Trust through their sustainable marketing strategies. Improving production processes and waste reduction, in turn, naturally leads to lower material demands, and those companies that manufacture in small quantities will benefit. According to data, companies that adopt sustainable practices are more likely to have their wares purchased by consumers. Companies include Green messaging in their marketing to attract buyers. Indian Startups revise their business strategy to suit the changing market. Brands win customer confidence with sustainable produce development. Startups find it necessary to combine cost efficiency with their marketing strategy. Indian consumers watch how companies act in the market and structure their reactions accordingly. By degrees, firms in India take up renewable energy, gradually adapting their business to new forms. India provides startups with a testing ground with a difference. There is no shortage of resources for innovative ideas, though it may be challenging to make the change at first. After shops emphasize green initiatives, research has shown that customers intend to adopt sustainable habits. Organizations purchase raw materials from responsible suppliers and monitor their ecological footprint to indicate their success. An emerging Indian market has helped startups to embrace innovation. A sample of 253 was collected from customers in different industry. The factors that affect Sustainable Marketing Practices and Their Impact on Consumer Purchase Intentions are Consumer Awareness and Knowledge, Corporate Social Responsibility, Brand Trust and Reputation, and Government Regulations and Policies.