This research paper investigates the impact of green marketing strategies on consumer
behavior and green purchasing decisions in India, addressing a notable gap in understanding the
efficacy of specific strategies across different demographic segments. Utilizing a quantitative
research design, data were collected through a structured online survey distributed among
consumers aged 18 and above with prior experience purchasing green products. The study’s
methodology involved descriptive analysis and multiple regression analysis, utilizing SPSS for
data analysis to explore the relationship between perceptions of green marketing strategies (green
advertising, eco-labeling, and environmental concerns) and green purchasing behavior, while
controlling for demographic variables. Key findings reveal that perceptions of green advertising,
eco-labeling, and environmental concerns significantly influence green purchasing behavior, with
eco-labeling emerging as the most effective strategy. The impact of these marketing strategies is
consistent across different age groups, with minimal gender differences observed. Additionally,
higher education and income levels correlate with increased green purchasing behavior,
underscoring the role of socioeconomic factors in sustainable consumer practices. The implications
of this research are manifold, offering valuable insights for marketers, policymakers, and scholars.
For marketers, the findings highlight the importance of tailoring green marketing strategies to
align with consumer values and preferences. Policymakers can leverage these insights to promote
broader sustainable consumption practices. Academically, this study contributes to the literature
by providing empirical evidence on the specific influences of green marketing strategies on consumer
behavior, paving the way for future research in this critical area.

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