Green Marketing: A Step Towards a Better Environment with Sustainable measures for Udaipur

Author

Dr. Samrat Ray, Avni Purohit

Abstract

 Nowadays, we often hear words like environment, pollution, climate change, recycling, and sustainability. Environmental problems are increasing day by day, and people are becoming more aware of how their daily choices affect nature. This change in people's thinking has also affected businesses.

Growing concern about health and the environment has increased interest in organic food and in the way these products are marketed. This study examined how green advertising, eco-labelling, green packaging and green pricing influenced consumer buying behaviour towards organic food products in Udaipur City. Information was collected at one point in time from 165 consumers selected through purposive sampling. They completed either a printed questionnaire or an online form containing 20 statements measured on a five-point Likert scale. Frequency, percentage, mean and standard deviation were used to describe their responses, and multiple regression was applied to examine the influence of the four marketing practices. Consumers generally viewed these practices favourably, although the level of agreement was moderate and price remained an important concern. Together, the four practices explained 45% of the variation in buying behaviour and each had a significant positive influence. Green packaging made the strongest relative contribution. The findings indicate that green marketing is more likely to encourage organic food purchases when claims are clear, labels are trustworthy, packaging reflects environmental responsibility and prices appear reasonable. The study provides practical guidance for organic food brands and retailers seeking to meet consumer expectations.

Keywords

Green Marketing, Sustainable Measures, Environmental Conservation, Eco-Friendly Marketing Mix, Sustainable Urban Development

Full Text:

Download Paper PDF

References

[1] Thommandru, Abhishek, et al. "Role of tourism and hospitality business in economic development." Materials Today: Proceedings 80 (2023): 2901-2904.
[2] Voumik, L. C., Islam, M. A., Ray, S., Mohamed Yusop, N. Y., & Ridzuan, A. R. (2023). CO2 emissions from renewable and non-renewable electricity generation sources in the G7 countries: static and dynamic panel assessment. Energies, 16(3), 1044.
[3] Bhargava, A., Bhargava, D., Kumar, P. N., Sajja, G. S., & Ray, S. (2022). Industrial IoT and AI implementation in vehicular logistics and supply chain management for vehicle mediated transportation systems. International Journal of System Assurance Engineering and Management, 13(Suppl 1), 673- 680.
[4] Rakhra, M., Sanober, S., Quadri, N. N., Verma, N., Ray, S., & Asenso, E. (2022). Implementing machine learning for smart farming to forecast farmers’ interest in hiring equipment. Journal of Food Quality, 2022.
[5] Al Ayub Ahmed, A., Rajesh, S., Lohana, S., Ray, S., Maroor, J. P., & Naved, M. (2022, June). Using Machine Learning and Data Mining to Evaluate Modern Financial Management TechniquesIn Proceedings of Second International Conference in Mechanical and Energy
Technology: ICMET 2021, India (pp. 249-257). Singapore: Springer Nature Singapore.
[6] Pallathadka, H., Leela, V. H., Patil, S., Rashmi, B. H., Jain, V., & Ray, S. (2022). Attrition in software companies: Reason and measures. Materials Today: Proceedings, 51, 528-531.
[7] Sharma, A., Kaur, S., Memon, N., Fathima, A. J., Ray, S., & Bhatt, M. W. (2021). Alzheimer's patients detection using support vector machine (SVM) with quantitative analysis. Neuroscience Informatics, 1(3), 100012.
[8] Mehbodniya, A., Neware, R., Vyas, S., Kumar, M. R., Ngulube, P., & Ray, S. (2021). Blockchain and IPFS integrated framework in bilevel fog-cloud network for security and privacy of IoMT devices. Computational and Mathematical Methods in Medicine, 2021.
[9] Ray, S. (2020). How COVID-19 changed dimensions of human suffering and poverty alleviation: economic analysis of humanitarian logistics. Вестник Астраханского государственного технического университета. Серия: Экономика, (4), 98-104.
[10] Akbar, A., Akbar, M., Nazir, M., Poulova, P., & Ray, S. (2021). Does working capital management influence operating and market risk of firms?. Risks, 9(11), 201.
[11] Dutta, A., Voumik, L. C., Ramamoorthy, A., Ray, S., & Raihan, A. (2023). Predicting Cryptocurrency Fraud Using ChaosNet: The Ethereum Manifestation. Journal of Risk and Financial Management, 16(4), 216.
[12] Polcyn, J., Voumik, L. C., Ridwan, M., Ray, S., & Vovk, V. (2023). Evaluating the influences of health expenditure, energy consumption, and environmental pollution on life expectancy in Asia. International Journal of Environmental Research and Public Health, 20(5), 4000.

[13] Sajja, G. S., Jha, S. S., Mhamdi, H., Naved, M., Ray, S., & Phasinam, K. (2021, September). An investigation on crop yield prediction using machine learning. In 2021 Third International Conference on Inventive Research in Computing Applications (ICIRCA) (pp. 916-921). IEEE.
[14] Ali, N. G., Abed, S. D., Shaban, F. A. J., Tongkachok, K., Ray, S., & Jaleel, R. A. (2021). Hybrid of KMeans and partitioning around medoids for predicting COVID-19 cases: Iraq case study. Periodicals of Engineering and Natural Sciences, 9(4), 569-579.
[15] Gupta, S., Geetha, A., Sankaran, K. S., Zamani, A. S., Ritonga, M., Raj, R., ... & Mohammed, H. S. (2022). Machine learning-and feature selection-enabled framework for accurate crop yield prediction. Journal of Food Quality, 2022, 1-7
[16] Gupta, S., Geetha, A., Sankaran, K. S., Zamani, A. S., Ritonga, M., Raj, R., ... & Mohammed, H. S. (2022). Machine learning-and feature selection-enabled framework for accurate crop yield prediction. Journal of Food Quality, 2022, 1-7.
[17] Ma, W., Nasriddinov, F., Haseeb, M., Ray, S., Kamal, M., Khalid, N., & Ur Rehman, M. (2022). Revisiting the impact of energy consumption, foreign direct investment, and geopolitical risk on CO2 emissions: comparing developed and developing countries. Frontiers in Environmental
Science, 1615.
[18] Shukla, S. (2017). Innovation and economic growth: A case of India. Humanities & Social Sciences Reviews, 5(2), 64-70.
[19] Soham, S., & Samrat, R. (2021). Poverty and financial dearth as etiopathogen of psychotic and neurotic diseases. Заметки ученого, (4-1), 568-578.
[20] Park, J. Y., Perumal, S. V., Sanyal, S., Ah Nguyen, B., Ray, S., Krishnan, R., ... & Thangam, D. (2022). Sustainable marketing strategies as an essential tool of business. American Journal of Economics and Sociology, 81(2), 359-379.

[21] Роков, А. И., Дубаневич, Л. Э., & Рэй, С. (2021). Повышение экономической эффективности труда за счет изменения системы оплаты. E-Scio, (9 (60)), 53-62.
[22] Ray, S. (2021). How Emotional Marketing can help better understand the Behavioral Economic patterns of Covid-19 pandemic: Economic Judgments and Falsifications from India Samrat Ray-Alagappa University, Tamil Nadu, India. samratray@ rocketmail. com. Вестник МИРБИС,
(2), 26-34.

[23] Ravi, S., Kulkarni, G. R., Ray, S., Ravisankar, M., krishnan, V. G., & Chakravarthy, D. S. K. (2023). Analysis of user pairing non-orthogonal multiple access network using deep Q-network algorithm for defense applications. The Journal of Defense Modeling and Simulation, 20(3),
303-316.
[24] Priya, P. S., Malik, P., Mehbodniya, A., Chaudhary, V., Sharma, A., & Ray, S. (2022, February). The relationship between cloud computing and deep learning towards organizational commitment. In 2022 2nd International Conference on Innovative Practices in Technology and Management (ICIPTM) (Vol. 2, pp. 21-26). IEEE.
[25] Ray, S., & Leandre, D. Y. (2021). How entrepreneurial university model is changing the Indian COVID–19 Fight?. Путеводитель предпринимателя, 14(3), 153-162.
[26] Inthavong, P., Rehman, K. U., Masood, K., Shaukat, Z., Hnydiuk-Stefan, A., & Ray, S. (2023). Impact of organizational learning on sustainable firm performance: Intervening effect of organizational networking and innovation. Heliyon, 9(5).
[27] Rajendran, R., Sharma, P., Saran, N. K., Ray, S., Alanya-Beltran, J., & Tongkachok, K. (2022, February). An exploratory analysis of machine learning adaptability in big data analytics environments: A data aggregation in the age of big data and the internet of things. In 2022 2nd International Conference on Innovative Practices in Technology and Management (ICIPTM) (Vol. 2, pp. 32-36). IEEE.
[28] Elkady, G., & Samrat, R. (2021). An analysis of Blockchain in Supply Chain Management: System Perspective in Current and Future Research. International Business Logistics, 1(2).
[29] Korchagina, E., Desfonteines, L., Ray, S., & Strekalova, N. (2021, October). Digitalization of Transport Communications as a Tool for Improving the Quality of Life. In International Scientific Conference on Innovations in Digital Economy (pp. 22-34). Cham: Springer International
Publishing.
[30] Kumar, A., Nayak, N. R., Ray, S., & Tamrakar, A. K. (2022). Blockchain-based Cloud Resource Allocation Mechanisms for Privacy Preservation. In The Data-Driven Blockchain Ecosystem (pp. 227-245). CRC Press.

[31] Wawale, S. G., Bisht, A., Vyas, S., Narawish, C., & Ray, S. (2022). An overview: Modeling and forecasting of time series data using different techniques in reference to human stress. Neuroscience Informatics, 2(3), 100052.
[32] Batool, A., Ganguli, S., Almashaqbeh, H. A., Shafiq, M., Vallikannu, A. L., Sankaran, K. S., ... & Sammy, F. (2022). An IoT and Machine Learning-Based Model to Monitor Perishable Food towards Improving Food Safety and Quality. Journal of Food Quality, 2022.
[33] Verma, K., Sundararajan, M., Mangal, A., Ray, S., & Kumar, A. (2022, April). The Impact of COVID-19 to the Trade in India Using Digital, IOT and AI Techniques. In 2022 2nd International Conference on Advance Computing and Innovative Technologies in Engineering (ICACITE)
(pp. 01-05). IEEE.
[34] Bangare, J. L., Kapila, D., Nehete, P. U., Malwade, S. S., Sankar, K., & Ray, S. (2022, February). Comparative Study on Various Storage Optimisation Techniques in Machine Learning based Cloud Computing System. In 2022 2nd International Conference on Innovative Practices in Technology and Management (ICIPTM) (Vol. 2, pp. 53-57). IEEE.
[35] Kiziloglu, M., & Ray, S. (2021). Do we need a second engine for Entrepreneurship? How well defined is intrapreneurship to handle challenges during COVID-19?. In SHS Web of Conferences (Vol. 120, p. 02022). EDP Sciences.
[36] Samajpaty, S., & Ray, S. (2020). Innovation strategies in health economics: a force that makes blood move and game of gravity in it-futuristic economic plans. Московский экономический журнал, (9), 397-409.
[37] Saha,M., Roy,D. & Ray,S.(2025). Impact of Perceived Ease of Use and Usefulness on the Online Experience: A Customer- Centric TAM Model Perspective for Aviation sector. Advances in Consumer Research, Vol 2, Issue 4

[38] Lohana, Sarika & Roy, Deepankar. (2021). Impact of Demographic Factors on Consumer’s Usage of Digital Payments. FIIB Business Review. DOI: 10.1177/23197145211049586.
[39] Roy,D., Bhale,U.A., Bedi,H.S. & Ray,S.(2025). Evaluating Uni-Dimensional versus MultiDimensional Approaches to Customer Engagement -Satisfaction Relationships. International Insurance Law Review, Vol 33 S5. ISSN: 0968-2090

[40] Kumar, Akhilesh, et al. "Blockchain-based cloud resource allocation mechanisms for privacy preservation." The Data-Driven Blockchain Ecosystem. CRC Press, 2022. 227-245.

Share your valuable work from Social Media Buttons