Author(s): Aryan Priyadarshi and Dinesh Prasad
The Detrimental effects of human activity on the environment have recently come to light, prompting the green movement, sustainable development, and other related concepts to increase around the globe and integrate naturally into our daily lives. This study discussed the impact of green marketing to analyze the green product purchase intention of a millennial cohort in India. The growing relevance of environmental challenges compels Green Manufacturers in India to increase emphasis on the adoption of environmentally friendly marketing strategies. The purpose of the study is to examine the influence of green marketing mix strategies on customers’ green purchasing intention with special reference with Millennial customers. Consumers' environmental attitudes and the role of consumer demographics as control factors are both evaluated for their moderating effects. In order to determine how consumers are convinced to buy greener products, this study analyses the notion of green marketing. It presents the empirical findings of a consumer study using a questionnaire method on green marketing methods. The survey questionnaires were completed by 127 responses of millennial consumers (25-42 years of age) of green products through a self-administered questionnaire based on the convenience sampling approach. The survey was conducted using a digital survey technique. The study also aims to identify the relationship between the various millennial consumer attributes and the sustainability of green marketing. Using millennial customers' environmental attitudes, the questionnaire was created to investigate the effects of green product, green price, green place, and green promotion on green purchase intention. The findings provide some interesting clues regarding millennial customers’ perceptions on environmental concerns and green products. Further findings suggest that most millennial have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation Due to customers' environmental attitudes, it has been demonstrated that green goods and green price significantly affect customers' intentions to make green purchases. In its final findings it discussed about Substitution of normal product with Green Products for betterment of the Environment in spite of its higher price and its relationship with gender in Millennial group.