Chandana M,
Mariya J,
- Research Scholar, Department of Commerce, Jain (Deemed-to-be University), Bengaluru, Karnataka, India, Bangaluru, Karnataka, India
- Assistant Professor, Department of Commerce and Management, Benedictine Academy, Bangalore, Karnataka, India, Bangalore, Karnataka, India
Abstract
Growing environmental concerns and the increasing emphasis on sustainability have significantly influenced consumer preferences, leading to a noticeable shift toward eco-friendly products and the emergence of green marketing as a key strategic approach for businesses. The study aims at evaluating consumer behavior trends based on the concept of green marketing, including environment awareness, attitudes of the consumers and how it influences consumer buying behavior and confidence in green marketing claims. The study uses a mixed research method by combining qualitative and quantitative research methods to have a comprehensive history on the issue. The respondents that were sampled were 150 and data is collected using a structured questionnaire and statistical tools, like correlation and regression, were used to analyse findings. The finding shows that environmental awareness correlates with green purchasing behavior but the relationship is positive and is statistically not significant, implying that this awareness does not necessarily translate to a purchase decision. Conversely, the consumer environmental attitudes demonstrate positive and significant correlation with the trust in green marketing claims, highlighting the importance of perception and belief in the determinism of consumer confidence. Regardless of the better awareness and attitude, there is still a distinct difference between motivation to buy green products and actual buying of the products, in part due to price sensitivity, distrust of environmental claims and a lack of belief in the authenticity of the products. The study emphasizes that awareness is not enough to lead to sustainable consumption unless can be backed up with credibility, affordability, and transparency. It emphasizes the significance of credible eco-labelling, honest communication, and good trust-building processes. The applied implication is that companies and policy makers need to enhance awareness efforts and make sure that their green claims are credible coupled with transparency to motivate responsible consumerism and sustainability of the environment in the long run.
Keywords: Green marketing, consumer behavior, environmental awareness, sustainable consumption, green purchase behavior
[This article belongs to OmniScience: A Multi-disciplinary Journal ]
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OmniScience: A Multi-disciplinary Journal
| Volume | 16 | |
| Issue | 02 | |
| Received | 26/06/2026 | |
| Accepted | 07/07/2026 | |
| Published | 17/07/2026 | |
| Publication Time | 21 Days |