Green Marketing:Purchase Behaviour of Consumers’ for Eco-Friendly Products in Odisha

Environmental protection has become a key concern worldwide. It is caused by the prevailing ecological diff iculties. The fundamental concept of green marketing has emerged from the point of distress developed due to ecological imbalance. The range of studies that have been included in green marketing is to design, modify, and transform products. This also includes modif ication in the production method, packaging process, and promotional activity to create environmental consciousness among consumers. The change in consumer preference for the eco-friendly product over a conventional product is due to environmental protection. These changes shall provide a healthy eco-friendly inclination.