Authors: Dr. Archana Awasthi
Abstract: Environmental concerns have encouraged businesses to promote products through claims about recyclability, energy efficiency, responsible sourcing and reduced packaging. This conceptual review examines how green marketing may shape consumer purchase intention in India and why positive environmental attitudes do not always translate into purchases. It considers perceived product quality, price, trust, availability, environmental knowledge and greenwashing. Drawing on consumer-behaviour theory and established marketing literature, the paper proposes that credible and specific claims are more likely to influence intention than vague environmental language. It recommends transparent evidence, consistent product performance, accessible pricing and stronger consumer education. The paper synthesises secondary literature and does not claim original survey results.
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