Evaluation of Green Marketing for Increasing the Consumption Pattern of Green Products amongst Consumers of Gwalior City

Green marketing consists of a wide range of business activities which intends to satisfy customers’ needs and wants, as well as diminish the negative impacts on the natural environment. The main objective of this study is to evaluate the impact of green marketing practices on consumer attitude and behaviour which influence the consumption pattern of green products in Gwalior city. This study is having descriptive research design and the convenience sampling method was used to identify respondents of the study. The population for the study will be the retailers who are using green marketing tools for selling green products in the market and consumers who use to buy green products from the markets of Gwalior city. The sample size of the study was 40 retailers and 60 customers. Regression was applied to test the hypotheses of the study and result shows that green advertising and green packaging and branding is having positive impact on consumption pattern of green products.