GREEN MARKETING AND CONSUMER PREFERENCES: AN EMPIRICAL STUDY

Green marketing has become an important strategy for businesses due to increasing environmental awareness among consumers. The concept focuses on promoting products that are environmentally safe and sustainable. This study examines consumer preferences towards green marketing practices and identifies the factors influencing the purchase of eco-friendly products. Primary data were collected from 150 respondents using a structured questionnaire. Statistical tools such as percentage analysis, mean score analysis, ANOVA, correlation, and multiple regression were used for analysis. The results indicate that environmental awareness, product quality, price, and eco-labelling significantly influence consumer preferences towards green products. The study concludes that consumers show a positive attitude towards green marketing, but price sensitivity and lack of awareness still act as barriers.