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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM64727
Volume:
10 |
6 |
Jun 2026
Pages:
1-10
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
commerce & Business Administration
Tilka Manjhi Bhagalpur university
The growing concern regarding health risks and environmental sustainability has encouraged consumers to shift from chemical-based products toward Ayurvedic and eco-friendly alternatives. The present study examines the role of Ayurvedic Green Marketing in influencing consumer behaviour, purchase intention, and sustainable consumption patterns. The study is based on primary data collected through a structured questionnaire from respondents across different regions of India. Descriptive and analytical tools, including cross-tabulation and chi-square analysis, were used to interpret the data. The findings indicate that consumers show increasing preference toward Ayurvedic and herbal products due to health awareness and environmental concerns. The study further reveals that eco-label awareness and advertisements significantly influence consumer preference and future purchase intention. However, factors such as high price, limited availability, and slow perceived results continue to restrict complete adoption. The study highlights the growing relevance of Ayurvedic Green Marketing in promoting environmentally responsible consumption and encouraging the transition toward natural alternatives.
KEYWORDS
The present study concludes that consumer preference is gradually shifting from chemical-based products toward Ayurvedic and eco-friendly alternatives. The findings show that a large proportion of consumers are already using Ayurvedic products and demonstrate positive future purchase intention. This indicates increasing awareness regarding health consciousness, natural living, and sustainable consumption practices. The study further reveals that Ayurvedic Green Marketing practices, particularly eco-label awareness and advertisements, significantly influence consumer behaviour and purchase intention. The results highlight that effective green marketing strategies can play a major role in encouraging sustainable consumer choices and promoting the adoption of Ayurvedic products. However, the study also identifies a gap between consumer awareness and actual purchasing behaviour. Although awareness regarding eco-friendly products is relatively high, consumer trust regarding the safety, effectiveness, and environmental benefits of Ayurvedic products is still not fully developed. In addition, factors such as high prices, limited product availability, and slow perceived results continue to act as barriers in the complete transition from chemical-based to natural products. Overall, the study emphasizes that increasing consumer trust, improving accessibility, and strengthening awareness through effective communication and educational initiatives are essential for achieving long-term growth in the Ayurvedic and eco-friendly product sector.
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Publication Date
6/9/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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