A STUDY ON GREEN MARKETING PRACTISES AND THEIR IMPACT ON PURCHASE DECISIONS

The growing concern for environmental protection has encouraged companies to adopt green marketing practices in promoting eco-friendly products.Consumers today are increasingly aware of environmental issues and their purchasing decisions are influenced by sustainable marketing strategies.Primary data for the study were collected from 112 respondents using a structured questionnaire.The collected data were analysed using to identify the relationship between demographic factors and consumer purchase behaviour.The results indicate that many consumers show a positive attitude towards green products and are willing to support environmentally responsible brands.However, factors such as higher prices, limited availability, and lack of awareness still affect their purchasing decisions.Eco-labels, product quality, brand reputation, and environmentally friendly packaging play an important role in influencing consumer preferences.The study highlights that effective green marketing strategies, increased consumer awareness, and transparent communication can encourage consumers to adopt sustainable purchasing behaviour and support environmentally friendly products.