Impact of Green Marketing on Urban Consumers in Salem District

Green marketing has emerged as a pivotal strategy for brands aiming to align with growing environmental consciousness among consumers. This study examines the impact of green marketing practices on purchasing behavior and brand loyalty among urban consumers in Salem District, Tamil Nadu, India. Employing a quantitative research design, data were collected from 385 urban consumers through structured questionnaires using stratified random sampling. The study evaluates key dimensions of green marketing — including eco-labeling, green product communication, sustainable packaging, and corporate environmental responsibility — and their influence on consumer awareness, perceived value, trust, and purchase intentions. Structural Equation Modeling (SEM) was applied using AMOS 24.0 to analyze the proposed conceptual framework. Results indicate that green marketing practices exert a significant positive effect on urban consumer behavior (β = 0.71, p < .001), with consumer environmental awareness serving as a significant mediator. Eco-labeling and green communication were identified as the strongest predictors of purchase intention. Additionally, greenwashing perceptions were found to significantly diminish consumer trust (β = −0.48, p < .001). The findings offer actionable insights for marketers, policymakers, and corporate sustainability managers operating in Tier-2 Indian cities. This study contributes to the emerging literature on sustainable consumer behavior in developing economies and underscores the need for credible, transparent environmental messaging.