Digital Media’s Role in Shaping Consumer Attitudes Towards Green Marketing in Bengaluru

Abstract

The growth of digital platforms has greatly transformed the way of green marketing especially in the urban cities like Bengaluru, where e-commerce and social media dominate daily consumer interactions. Despite the high levels of online activity in regard to content related to sustainability, a clear gap between the attitude and actual purchasing behaviour of the consumers is evident, hindering real-world adoption. In this paper the research design is descriptive and analytic to examine the role of digital media platforms, i.e. Instagram, YouTube, e-commerce applications on consumer perceptions of green products. Primary data comprising of 200 respondents—mainly urban professionals aged 25-40—was collected using a structured questionnaire with Likert-scale items, and analyzed with SPSS for correlations and regressions. The findings indicate that despite exposure to 82 percent of the respondents of green marketing online, 65 percent of them are price sensitive and 52 percent of the population skeptical of influencer-based marketing due to authenticity doubts. These results suggest that online areas have unique trust related concerns that limit the awareness-to-purchase conversion, particularly among millennials. The research hypothesis is to adopt proven online qualifications, existence of micro-influencers, and interactive technologies including augmented reality to increase consumer trust and drive sales. The lessons contribute to understanding the importance of digital ecosystems in sustainable consumption in new urban markets.