A study of the Impact of Green Marketing on Consumer Purchasing Patterns and Decision Making in Telangana, India

The purpose of this study is to investigate the impact of Green Marketing on Consumer Purchasing Patterns and Decision Making in India. The study was concentrated particularly on the Telangana State in India. The research was used a quantitative approach with survey as the research instrument. The survey included basic socio-demographic questions followed by questions on consumers’ environmental beliefs and their environmental behaviour. The results were then analysed using descriptive, regression analysis and correlations from SPSS. The significant findings show that intensity of green packaging and green branding, importance of green products and premium green pricing have a significantly positive impact on consumer behaviour leading to green purchases. Associations between place of residence and some of the environmental belief factors were found. Correlations were found between eco-labelling, green branding and green pricing and the environmental behaviour of consumers