Paper Details

Name: Ranjit Kaur, Shipra & Yashmin Sofat
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 48-58
DOI: https://doi.org/10.5281/zenodo.17112822

ABSTRACT
The study examines consumer awareness regarding green marketing in Punjab's Ludhiana
area. Promoting products and/or services on the basis of their positive environmental impacts
is known as "green marketing." Such a product or service must either be made in an ecofriendly way or be ecologically beneficial in and of itself. The promotion of sustainable or
eco- friendly goods, services or methods is known as green marketing. It involves
communicating a company's dedication to lessening its environmental impact and promoting
eco-friendly products or practices. Green marketing strategies are increasingly popular as
consumers awareness of environmental issues grows and businesses seek to differentiate
themselves in competitive markets. Green marketing strategies in the automobile industry are
essential as the sector faces increasing demand to lessen its environmental impact pressure
from consumers, authorities and environmentalists. The automobile industry in Punjab has a
diverse presence, from tractor manufacturing to two-wheelers and auto components and the
state plays a key role in the Indian automobile supply chain. While there are challenges, the
sector continues to grow, especially with emerging opportunities in electric vehicles and
exports. This research sought to offer empirical proof about consumer awareness towards
green marketing. 200 consumers in the Ludhiana district can provide the data. The
respondents and district are picked using the random sampling approach. The SPSS software
will be used to analyze the data. The study showed both men and women are indifferent
regarding the impact of education on the awareness level of consumers. It also shows that out
of various informational sources, television and radio plays a supreme role while on the other
hand sales persons play little a less role. The study examined the various informational
sources which aware the consumers about green marketing strategies. The study presented
above shows that both men and women are indifferent regarding the impact of education on
the awareness level of consumers. Additionally, it is seen that customers are significantly
affected by television and radio basically referred as broadcasting media in their awareness
level. In this regard, it might be suggested that the marketers should review its policies
because they have been found to be ineffective according to today’s scenario. It is
recommended that the marketers should review its policies meant to enhance the awareness
among consumers about green marketing strategies because they have been found to be
ineffective according to today’s scenario. Further, the more focus should be given to
employee training and education so as to develop eco- friendly skills among them.National Research Journal of Sales & Marketing Management ISSN No: 2349-512X
Volume No: 12, Issue No: 2, Year: 2025 (July-December) Peer Reviewed & Refereed Journal (IF: 6.95)
PP: 48-58 Journal Website www.nrjsmm.in
Published By: National Press Associates Page 49
© Copyright @ Authors
KEYWORDS: Consumer awareness, Environmental friendly, Green marketing, Planet
saving techniques