Vol. 10, Issue 6, Part A (2024)

Environmental concerns have highly intrigued consumers, marketers, researchers and policy-makers to choose different green methods and strategies to mitigate the environmental concerns. Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. However, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry.

The current study introduces the concept of green marketing and looks into the various ways in which the different consumer attributes are related to the concept of green marketing. A conceptual framework is presented and the information is analysed on the basis of the framework. Therefore, empirical research was conducted and the said study has high implications for the stakeholders of the ecology.