Consumer Awareness and Perception of Green Marketing in Urban and Rural India: A Sustainable Model

Abstract

The growing environmental crisis, characterized by climate change, pollution, biodiversity loss, and resource depletion, has intensified the need for sustainable consumption and responsible business practices. In this context, green marketing has emerged as an important strategic approach to promote environmentally friendly products and influence consumer behaviour. This study examines consumer awareness and perception of green marketing in urban and rural India and proposes a sustainable integrative model to explain adoption behaviour across diverse socio-economic contexts. Adopting a comparative analytical approach, the study identifies significant differences between urban and rural consumers in terms of awareness, attitudes, and purchasing behaviour. The findings indicate that urban consumers demonstrate higher environmental awareness, stronger ecological concern, and a greater willingness to pay for green products, primarily influenced by higher education, income levels, and digital exposure. In contrast, rural consumers exhibit moderate awareness and positive attitudes toward sustainability but are constrained by factors such as affordability, limited product availability, and restricted access to information. The study also reveals a persistent attitude–behaviour gap, wherein favourable perceptions of green products do not consistently translate into actual purchase decisions due to high costs, accessibility challenges, and concerns related to greenwashing. To address these issues, the study develops a multidimensional sustainable model integrating socio-economic, behavioural, technological, market, and policy factors. Furthermore, a fuzzy logic framework is incorporated to capture the uncertainty and complexity of consumer decision-making processes. The study contributes to the existing literature by providing a comprehensive framework for understanding green marketing adoption in India and offers practical implications for policymakers and marketers to design inclusive and sustainable strategies.