Abstract

This study explores the perception of eco-friendly marketing among urban households in Madhya Pradesh, with a focus on durable goods. As environmental concerns grow, companies increasingly employ green marketing strategies to influence consumer behavior. However, the effectiveness of such strategies largely depends on how consumers perceive and respond to them. Through surveys and interviews conducted in key urban centers, this research investigates consumer awareness, attitudes, and purchasing decisions regarding products marketed as environmentally friendly. The findings reveal varying levels of environmental consciousness, with a notable gap between awareness and actual purchase behavior. Factors such as price sensitivity, trust in green claims, and socio-demographic variables play significant roles in shaping consumer attitudes. The study provides insights for marketers and policymakers aiming to promote sustainable consumption patterns in emerging urban markets.