2025, Vol. 6, Issue 2, Part B
The impact of green marketing through online buying behaviour of consumers with special reference to Bengaluru city
Author(s): Renukaprasad and Mala K
Abstract: This study delves into the influence of green marketing strategies on online purchasing Behaviour among consumers in Bengaluru city, a prominent hub for e-commerce and sustainability-driven initiatives. By collecting data from 100 respondents, the research evaluates how consumer awareness, gender differences, and perception impact the decision to purchase eco-friendly products. The findings underscore the role of consumer awareness in fostering positive perceptions of green marketing, with women exhibiting greater responsiveness to sustainability initiatives. Structural Equation Modelling (SEM) is employed to explore the interplay of key variables, offering actionable insights for businesses to enhance green marketing practices. Stratified random sampling was employed to collect the data through Structured Questionnaire. The collected data was analysed using statistical tools such as regression analysis, chi-square tests, and t-tests to test the hypotheses. The study concludes with recommendations for improving the authenticity and effectiveness of green marketing efforts to meet growing consumer demands for sustainability.
DOI: 10.22271/27084515.2025.v6.i2b.626
Pages: 110-115 | Views: 421 | Downloads: 102
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How to cite this article:
Renukaprasad, Mala K. The impact of green marketing through online buying behaviour of consumers with special reference to Bengaluru city. Asian J Manage Commerce 2025;6(2):110-115. DOI: 10.22271/27084515.2025.v6.i2b.626
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