{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,23]],"date-time":"2026-06-23T23:19:38Z","timestamp":1782256778606,"version":"3.54.5"},"reference-count":35,"publisher":"SAGE Publications","license":[{"start":{"date-parts":[[2023,2,1]],"date-time":"2023-02-01T00:00:00Z","timestamp":1675209600000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["International Journal of Engineering Business Management"],"published-print":{"date-parts":[[2023,2]]},"abstract":"<jats:p>In today\u2019s commercial world, ecological concerns have become increasingly essential. A lot of governments care about environmental issues. Sustainable development that doesn\u2019t harm the environment is a major concern for companies today. The term \u201cgreen marketing\u201d describes the strategy of promoting and selling goods and services because of their positive impact on the natural world. Either the product or service itself is environmentally friendly, or the manufacturing process, packaging, and marketing are modified to be more eco-friendly. Concerns about how products harm the environment have recently been expressed by both manufacturers and consumers. Lead-free paint, organic foods, and low-power (or \u201cenergy-efficient\u201d) electrical equipment are examples of products that consumers and manufacturers are focusing on as being \u201cgreen\u201d or ecologically friendly. Additionally, the importance of the green marketing idea is becoming more and more apparent to marketers. Though numerous green marketing studies have been conducted globally, there hasn\u2019t been much academic research on consumer perception and preferences in India. This study explores consumer green ideals, environmental knowledge, green behaviours, and green products in addition to providing a brief review of environmental challenges. This article emphasises consumer views of and favorites for green marketing tactics and goods through the use of a planned questionnaire. To study was lead on 702 respondents. Customers demonstrated a high level of knowledge about eco marketing tactics and products. The respondents also showed strong environmental values. Research has offered helpful insights for green product marketers owing to the great perceived eco cost amongst customers, and it emphasises essential for creating marketing communication campaigns promoting green products.<\/jats:p>","DOI":"10.1177\/18479790231170962","type":"journal-article","created":{"date-parts":[[2023,7,31]],"date-time":"2023-07-31T00:13:50Z","timestamp":1690762430000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":96,"title":["Consumers perception on green marketing towards eco-friendly fast moving consumer goods"],"prefix":"10.1177","volume":"15","author":[{"given":"K Pradeep","family":"Reddy","sequence":"first","affiliation":[{"name":"School of Management, SAGE University, Bhopal, India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Venkateswarlu","family":"Chandu","sequence":"additional","affiliation":[{"name":"KL Business School, KoneruLakshmaiah Education Foundation, Vaddeswaraam, India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sambhana","family":"Srilakshmi","sequence":"additional","affiliation":[{"name":"Department of Commerce, Dr.Lankapally Bullayya College, Visakhapatnam, India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Elia","family":"Thagaram","sequence":"additional","affiliation":[{"name":"School of Management and Commerce, Malla Reddy University, Hyderabad, India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ch.","family":"Sahyaja","sequence":"additional","affiliation":[{"name":"Gitam Business School, Gitam University, Hyderabad, India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9827-9932","authenticated-orcid":false,"given":"Bernard","family":"Osei","sequence":"additional","affiliation":[{"name":"Kwame Nkrumah University of Science and Technology, Kumasi, Ghana"},{"name":"Applied Science Research Center, Applied Science Private University, Amman, Jordan"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2023,7,30]]},"reference":[{"key":"bibr1-18479790231170962","doi-asserted-by":"publisher","DOI":"10.1177\/027614678400400203"},{"key":"bibr2-18479790231170962","doi-asserted-by":"crossref","unstructured":"Antonio C, Sergio R, Francisco MJ. Characteristics of Research on Green Marketing. New York, NY: Business Strategy and the Environment, 2009; Vol 18: pp. 223\u2013239.","DOI":"10.1002\/bse.571"},{"issue":"7","key":"bibr3-18479790231170962","first-page":"11","volume":"5","author":"Braimah M","year":"2011","journal-title":"Journal of Marketing Development and Competitiveness"},{"key":"bibr4-18479790231170962","doi-asserted-by":"publisher","DOI":"10.5539\/ass.v8n12p117"},{"key":"bibr5-18479790231170962","first-page":"28","author":"Crispell D","year":"2001","journal-title":"Public perspective"},{"key":"bibr6-18479790231170962","doi-asserted-by":"publisher","DOI":"10.1037\/0022-3514.49.5.1184"},{"key":"bibr7-18479790231170962","doi-asserted-by":"publisher","DOI":"10.1007\/BF00872314"},{"key":"bibr8-18479790231170962","doi-asserted-by":"publisher","DOI":"10.1016\/0007-6813(91)90012-K"},{"key":"bibr9-18479790231170962","doi-asserted-by":"publisher","DOI":"10.1016\/j.enpol.2011.09.002"},{"key":"bibr10-18479790231170962","unstructured":"Haws KL, Winterich KP, Naylor RW. Handbook of marketing scales. 3rd Ed. United states of America: Green Consumer Values, 2010, pp. 172\u2013173."},{"key":"bibr11-18479790231170962","unstructured":"Henion KE, Kinnear TC. Measuring the effect of ecological information and social class on selected product choice criteria importance ratings, ecological marketing. Chicago: American Marketing Association, 1976, pp. 145\u2013156."},{"key":"bibr12-18479790231170962","volume-title":"Green marketing-growing sales in growing markets","author":"Howe J","year":"2010"},{"key":"bibr13-18479790231170962","volume-title":"Emerging shades of green marketing conscience among the population of a small island economy-A case study on Mauritius","author":"Juwaheer TD","year":"2005"},{"issue":"7","key":"bibr14-18479790231170962","first-page":"154","volume":"54","author":"Keller GM","year":"1987","journal-title":"Vital Speeches"},{"key":"bibr15-18479790231170962","doi-asserted-by":"publisher","DOI":"10.1080\/00224549709595430"},{"key":"bibr16-18479790231170962","doi-asserted-by":"publisher","DOI":"10.1108\/07363769510084867"},{"key":"bibr17-18479790231170962","volume-title":"Greendex 2012. 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