Impact of Green Marketing on Consumer Purchase: An Empirical Study in Sri Vijaya Puram, South Andaman District

This study investigates the impact of Green Marketing on consumer purchase behaviour in Sri Vijaya Puram. It examines the role of awareness, environmental concern, and price perception in influencing the adoption of green products. Data were collected from 150 respondents and analyzed using SPSS, including descriptive statistics, correlation, regression, Chi-Square, and ANOVA. The results indicate that awareness and environmental concern positively affect purchase behaviour, while price perception has a negative effect. Demographic factors such as gender and age also influence buying behaviour. The study emphasizes that targeted green marketing, environmental education, and competitive pricing can effectively promote sustainable consumption. These findings provide practical insights for marketers, local businesses, and policymakers to encourage eco-friendly practices in the region.