Impact of Green Marketing strategies on Consumer behavior

Abstract

The concept of sustainability is beginning to receive more attention in the fashion industry. Businesses that are operating sustainably want to be known, inform the public about their products and services, and increase demand from customers. Consumer awareness of sustainability is still a mystery, though. In this study, survey respondents were asked about their sociodemographic characteristics, level of awareness, the influence of green marketing on consumer behaviour, and the variables influencing green buying behaviour in relation to sustainable fashion. The survey was done in Delhi/NCR. The study used a sample of 304 people.