A Study on Impact of Green Marketing in Consumer Buying Behaviour in Vijayapur City

Overview

This study examines the impact of green marketing practices on consumer buying behaviour in Vijayapur City, India. The research focuses on the relationship between green marketing exposure and actual purchase patterns, investigating the extent to which environmental marketing claims translate into consumer action. The study addresses the tripartite relationship between consumer awareness of green marketing, attitudes toward eco-friendly products, and actual purchasing behaviour. By examining these dimensions across demographic groups in a specific urban context, the research seeks to identify factors that facilitate or impede green product adoption. The investigation is positioned within the broader context of sustainability goals and evolving consumer preferences in emerging markets.

Methods and approach

The research employed a survey methodology with 350 respondents representing various demographic groups across Vijayapur City. The survey instrument assessed three primary dimensions: awareness of green marketing claims, attitudes toward eco-friendly and environmentally safe products, and reported purchasing patterns. Statistical analysis utilized chi-square tests to examine relationships between variables, specifically testing the association between environmental concern and green purchase intention. The study design enabled quantification of the gap between consumer awareness, stated preferences, and actual buying behaviour, with significance testing conducted at the p < 0.05 level.

Key Findings

The survey revealed that 78% of respondents demonstrated awareness of green marketing claims, while 64% expressed preferences for products labeled as eco-friendly or environmentally safe. However, only 42% reported consistent purchasing of green products, indicating a substantial awareness-behaviour gap. Chi-square analysis confirmed a statistically significant relationship between environmental concern and green purchase intention (p < 0.05). The findings identified price sensitivity and product availability as primary barriers to consistent green product adoption. The disparity between awareness (78%), preference (64%), and actual purchase behaviour (42%) demonstrates progressive attrition across the consumer decision-making process, with the largest gap occurring between preference and action.

Implications

The research demonstrates that green marketing influences consumer preferences in Vijayapur City but faces significant impediments in converting awareness and positive attitudes into sustained purchasing behaviour. The identification of price sensitivity and product availability as key barriers suggests that green marketing effectiveness depends on both communication strategies and structural market factors. The findings indicate that marketers and policymakers must address affordability and distribution challenges to facilitate sustainable consumption patterns. The substantial gap between stated preferences and actual behaviour suggests that environmental messaging alone is insufficient without corresponding improvements in price competitiveness and market accessibility. These results have relevance for developing green marketing strategies in similar urban contexts within emerging markets, where environmental awareness may be growing faster than the infrastructure to support widespread green product adoption.