The Relationship Between Green Marketing and Consumer Preferences: An Empherical study with special reference to Branding and promotion the academics to increase the admissions in Colleges in NCR Region

Abstract

Purpose of the Study: The purpose of this study is to examine the relationship between green marketing and consumer preferences with special reference to the branding and promotion of colleges and universities in the National Capital Region (NCR). The study seeks to understand how green marketing practices influence stakeholder preferences in the higher education sector.

Research Design / Methodology: The study adopts a quantitative research approach using a descriptive and analytical research design. Primary data were collected from 400 respondents, including students, parents, faculty members, and other stakeholders involved in higher education decision-making in the NCR region. Data were gathered through a structured questionnaire using a five-point Likert scale. Statistical techniques such as descriptive analysis, Pearson correlation, and simple linear regression were employed to analyze the data. Reliability and normality tests were conducted to ensure the suitability of the data for parametric analysis.

Findings: The findings reveal a moderately high level of awareness of green marketing practices among respondents, particularly in relation to branding and promotional activities of colleges and universities. Pearson correlation analysis indicates a positive and statistically significant relationship between green marketing and consumer preferences at the 0.05 level of significance. Regression analysis further confirms that green marketing significantly predicts consumer preferences, explaining a meaningful proportion of variance. The results suggest that green branding and promotional communication enhance institutional credibility, trust, and preference.

Research Implications: The study highlights the importance of integrating sustainability into the branding and promotional strategies of higher education institutions. The findings provide valuable insights for institutional administrators and policymakers to use green marketing as a strategic tool for improving brand positioning and attracting stakeholders.

Originality / Value: This study contributes to the limited empirical literature on green marketing in the higher education sector, particularly in the Indian context. By focusing on branding and promotion of colleges and universities, the study extends the application of green marketing theory beyond traditional product-based industries.