GREEN MARKETING PRACTICES AND CONSUMER PERCEPTION: AN EMPIRICAL STUDY
DOI: https://doi.org/10.65725/JCMCE/2/1/003
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 1 Issue 1, Jan-Mar 2026

Abstract:
Green marketing has emerged as a strategic approach for organizations aiming to align business operations with environmental sustainability. This study examines the relationship between green marketing practices and consumer perception, focusing on how eco-friendly initiatives influence purchasing behavior and brand trust. A structured survey was conducted among 120 respondents across urban consumer groups. The study employs descriptive statistics, chi-square analysis, and Likert scale evaluation to assess consumer awareness, attitude, and purchase intention toward green products. Findings reveal that consumers show a positive perception of green marketing practices, although price sensitivity and awareness gaps remain significant barriers. The study concludes that effective communication of environmental benefits significantly enhances consumer trust and purchase intention.

Authors: Dr.V.O.Kavitha, Prof. (Dr.) Vellayan Srinivasan, and Dr. Viji R

Keywords: Green Marketing, Consumer Perception, Sustainability, Eco-friendly Products, Purchase Intention.