Author(s): Neha Singhal*, Pooja Jain, Sakshi Sharma, Tammina Vaishnavi, Garima Khosla, Joyce Tom, Ashish Sharma, Tushar Mudai, Ria Saxena, Ishita Sud, Akshita Nasa, Arshita Bizla
The study details the purchase intention of consumers toward companies practicing ethical marketing. It conceptualizes, reinforces & substantiates consumer behaviour as strongly influenced by environmental consciousness & marketing mix. The scope of the study explores the marketing mix & environmental consumerism in detail. Ultimately, the purpose of the study is to analyse and comprehend if favourable ethical claims made by the brands induce positive purchase intention amongst the consumers. The variables undertaken in the study have been extensively tested through empirical research by analysing the responses of 162 respondents overa diverse set of demography. The data, thus, collected has been tried using basic statistical tools. The present study will equip potential researchers, academicians, and practitioners with tools to investigate further.