Vol. 7, Issue 1, Part J (2025)

Focusing a critical research gap this study aims to investigate the various perceptions and preferences of green marketing in India. Recently there has been an increased determination towards the environmental sustainability, and this has influenced in adopting green marketing practices in addressing the consumer behaviour. Anyhow, this exploration dynamics are limited within the Indian context. With the help of a structured survey, this study aims in examining the key factors that affect consumer behaviour such as green values, awareness of environmental issues, and perceptions of green marketing practices. The initial findings imply that the consumers have a high awareness about the green products, highly price sensitive, and they trust in eco-friendly labels. Social norms and transparent communication are also the important factors for adopting eco-friendly product. The main objective of this research is to understand the consumer perceptions in the Indian green marketing landscape. By investigating level of awareness, attitudes, and behavioural intentions of the consumer, this study signifies the complex interplay of sustainable consumption. To effectively design the marketing strategies that align with consumer expectations, the findings provide more practical recommendations. This study helps improve sustainable marketing and encourages environmental responsibility by filling the gaps in current research. Marketers, researchers and the policy makers are benefitted through this research as it encourages eco-friendly consumption in a growing economy like India.