Authors: Dr.Ekta Mukar, Dr. Kudshiya Raza
Abstract: The growing environmental challenges around the world, such as climate change, pollution, depletion of natural resources, and excessive waste generation, have greatly affected how consumers think and how businesses operate. Recently, green marketing has become an important strategy that helps organizations promote eco-friendly products, sustainable production methods, and responsible consumption habits. Consumers are more aware of the environmental impact of their buying choices and are increasingly choosing brands that show a commitment to sustainability and social responsibility. This study looks at how green marketing strategies affect the purchase intentions of Generation Z consumers in India. It particularly emphasizes the role of environmental awareness in this relationship. Generation Z is one of the most digitally connected and socially aware groups, making them responsive to messages about sustainability, eco-friendly branding, and social media campaigns. The study examines key green marketing factors, such as green advertising, eco-labeling, and sustainability campaigns on social media, and looks at how these elements influence consumers' willingness to buy eco-friendly products. The study uses a quantitative research method. It plans to gather primary data through structured questionnaires distributed to Generation Z consumers across various regions of India. The questionnaire will use a five-point Likert scale to assess respondents’ views on green marketing practices, environmental awareness, and purchase intention. Secondary data will be collected from research journals, books, reports, and scholarly databases concerned with sustainable marketing and consumer behavior. The study will use IBM SPSS Statistics to analyze the data and examine the relationships among variables through descriptive statistics, correlation analysis, regression analysis, factor analysis, and mediation analysis. The expected results suggest that green marketing strategies have a positive and significant effect on consumer purchase intentions. Eco-labeling builds consumer trust in sustainable products, while social media campaigns help shape environmental awareness among Generation Z. Additionally, environmental awareness is likely to be a strong mediator that enhances the link between green marketing strategies and sustainable buying habits. Consumers with higher levels of environmental awareness are expected to have more positive attitudes toward eco-friendly products and show stronger purchase intentions. This study adds to the existing literature on sustainable marketing and green consumer behavior within the Indian context. It also offers practical insights for marketers, organizations, policymakers, and educators aiming to promote environmentally responsible consumption. Businesses that adopt clear and genuine green marketing practices may boost brand loyalty, consumer trust, and long-term sustainability.
