Consumer Perception and Corporate Practices in Green Marketing: A Study of Rohtak District

Abstract

Globalisation has expanded markets but also intensified environmental challenges. Green marketing, also called ecological or environmental marketing, is an emerging approach where businesses promote products, processes and policies that are environmentally friendly. This study focuses on understanding corporate utilisation of green marketing and consumer perceptions towards such initiatives, particularly in the Rohtak district of Haryana. Primary data was collected from 200 respondents using a structured questionnaire, employing a non-probability convenience sampling technique. Data was analysed using the Likert scale and weighted ranking method. Findings reveal that consumers are aware of green marketing activities and exhibit positive attitudes towards organisations engaging in eco-friendly practices. Environmental concern influences purchasing decisions and many respondents are willing to switch brands or pay a premium for green products. However, awareness of specific government and NGO-led initiatives remains low. The study underscores the importance for businesses to strengthen communication and align strategies with environmental responsibility to build brand trust and competitive advantage.