Vol. 7, Issue 2, Part H (2025)

The concept of green marketing primarily focuses on the protection of the ecological environment. The term “green” symbolizes purity in quality and fairness or ethical practices in business dealings. Green marketing involves a broad range of activities, including modifying production processes, improving product designs, changing packaging, and updating promotional strategies. It also contributes to raising awareness about collaborative marketing practices among industries. From a corporate perspective, green marketing is seen as an opportunity to leverage the shift in consumer attitudes toward environmentally friendly products and brands. As consumers become more environmentally conscious, it encourages innovation in conservation, and the benefits of such innovations are likely to extend beyond the current generation. This study specifically examines consumers’ beliefs and attitudes toward environmental protection and their purchasing behavior of eco-friendly products in the rural areas of Jaipur District. Primary data for the study were collected using a structured questionnaire, supplemented by secondary data. The research aims to highlight the level of awareness regarding green marketing and consumers’ perceptions and beliefs about environmentally friendly practices.