Abstract:
"Green marketing is becoming more popular and is yet a relatively unexplored field.
There isn't a single, accepted meaning of green marketing, and definitions typically
change depending on the perspective of the researcher. Green marketing is defined by
Dahlstorm (2011) and Ottman (2011) as the incorporation of environmental
considerations into advertising components such as manufacturing, packaging,
advertising, transportation, and operations. According to Peattie (1995), green
marketing is the process of determining the customer's requirements and meeting
those needs in a worthwhile and sustainable way. According to the concept chosen for
this study, green marketing can influence customer behaviour by highlighting the
advantages of eco-friendly products (Harrison, 1993). Green marketing aids in a
company's ability to stand out from the competition and targets consumers with
environmental priorities who are eager to purchase green goods (Chan, 2004).
Numerous pieces written by authors suggest that green marketing strengthens the
connection among ecologically concerned companies and their customers by bridging
the communication gap. Elkington (1994) defined a green customer as one who
enjoys consuming ecologically friendly items, such as those that use green
manufacturing and production processes, are opposing cruel treatment of animals, and
so forth. These environmentally conscious customers are pressuring businesses to set
themselves apart by becoming green, creating a new market niche and boosting the
economy of many countries worldwide (Juwaheer et al., 2012). Studies based on
empirical data have shown that concerns about sustainability, environmental
awareness, and green branding are growing increasingly critical in both developed
and developing, with increased attention from the public and authorities. Research has
been done on the opinions and purchasing habits of various populations, and it has
been shown that green marketing is becoming increasingly popular in developing
countries (Khare, 2014). Compared to developing nations, India was considered a
relatively fresh area for more study in green marketing (Khare, 2014).
The primary goal of this study is to examine the effects of green marketing on
customer buying habits following COVID-19 and people's decision-making in South Gujarat, India, given the increasing acceptance of green marketing, particularly in developing countries."
