Title: How green marketing tools affect customers' purchase behaviour? An exploration from the Indian market

Authors: Ravinder Kaur; Shivani Yadav; Suyash Mishra

Addresses: Department of Commerce, School of Business and Management Studies, Central University of Haryana, Mahendergrah, Haryana, India ' Department of Commerce, Government Girls College, Ballabhgarh, Faridabad, Haryana, India ' Department of Vocational Studies and Skill Development, Central University of Haryana, Mahendergrah, Haryana, India

Abstract: Environmental issues have been extensively debated throughout history. Natural resources are being depleted at an alarming rate for the unethical advantage of economic prosperity, necessitating the development of alternative measures. The preservation of the earth for future generations has become a crucial aspect of sustainable development. This study aims to examine the efficacy of environmentally conscious marketing strategies in shaping customer behaviour towards sustainable products. Based on analysis of 310 responses collected via a survey method, it was discovered that proposed green marketing tools have an influence on customer buying decision. Understanding the complicated customer behaviour is one of this research's useful implications for social and green marketers, which would ultimately assist in creating more valuable green marketing campaigns in India. The study's three-dimensional strategic framework consisting of green marketing tools would enable marketing professionals to effectively traverse the changing terrain of customer preferences and societal norms while promoting sustainable goals.

Keywords: green products; green marketing tools; sustainable development eco-label; green marketing environmental advertisement; environmental knowledge; green purchase behaviour; consumer behaviour.

DOI: 10.1504/IJMP.2025.149577

International Journal of Management Practice, 2025 Vol.18 No.6, pp.655 - 680

Received: 11 Feb 2024
Accepted: 07 Jan 2025
Published online: 07 Nov 2025 *

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