Green marketing is now one of the most critical concepts in India because the growing visibility of these products and services across their surroundings has driven a surge in consumer interest in green choices. Frequent exposure to green labelled products, eco-friendly packaging, energy efficient appliances and less impact services in India has made Green Marketing one of the most critical concept. However, there is still a continued intention-behavior gap: Consumer attitudes about the environment are present, but they don't make a habit of buying and using sustainable products. In this paper, a complete research manuscript and an empirical blueprint has been developed which examines the effect of green marketing on sustainable consumer behavior in the context of urban India. The study follows the theory of planned behavior and the latest research in the sphere of green consumption, incorporating green marketing-mix dimensions, green trust, the perceived value, the perceived behavior control, and greenwashing skepticism. The paper reviews recent research publications from the year 2022 to 2025 and pinpoints the gap in the current body of research on the Indian urban setting and suggests a Cross sectional survey design for the major metropolitan areas along with Tier 2 cities. Since no primary survey data were available, the paper is not a fabrication of statistical results. Rather, it enhances the results section by providing strict reporting guidelines, well-organized tables/descriptions, and sample diagnostic examples on how to report descriptive statistics, measurement-model results, and hypothesis testing – after data collection. The paper proposes a context-sensitive paradigm for researchers and offers good recommendations for the managers, retailers, online industries, and policy-makers for driving towards credible and affordable, sustainable consumption trends in urban India.
Goyal, K. (2026). Green Marketing and Sustainable Consumer Behavior: Evidence from Urban India. International Journal of Global Research Innovations & Technology, 04(02(II)), 128–137. https://doi.org/10.62823/IJGRIT/4.2(II).9170
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