• Mr. Pankaj Zagade
• Dr. Rajkumargiri N. Gosavi

The present study aimed to analyse the conscious consumerism behaviour of customers in Nagpur City towards eco-friendly products and green marketing. The study employed a quantitative research design, and data was collected through a structured questionnaire administered to 250 respondents. The findings indicate that the majority of respondents are aware of eco-friendly products and willing to pay a premium price for them. Furthermore, the study revealed that consumers' green attitudes positively influence their purchase behaviour towards eco-friendly products. The study also found that product quality, eco-labelling, and brand reputation are significant factors that affect consumer purchase behaviour. However, the study found no significant difference in green purchase behaviour between male and female consumers. Moreover, the study found that age, education, and income are positively correlated with eco-conscious consumerism. The study concludes that conscious consumerism is on the rise in Nagpur City, and consumers are increasingly conscious of the environmental impact of their purchases. The study recommends that marketers should take advantage of this trend and focus on promoting eco-friendly products and green marketing initiatives to attract and retain environmentally conscious consumers.

"Analytical Study of Conscious Consumerism: A Study of Customers' Eco-Conscious Preference Attitude and Behaviour towards Green Marketing With Special Reference to Nagpur City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 12, page no.f174-f180, December-2023, Available :http://www.jetir.org/papers/JETIR2312520.pdf

"Analytical Study of Conscious Consumerism: A Study of Customers' Eco-Conscious Preference Attitude and Behaviour towards Green Marketing With Special Reference to Nagpur City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 12, page no. ppf174-f180, December-2023, Available at : http://www.jetir.org/papers/JETIR2312520.pdf