Influence of Green Marketing Strategies on Consumer Preference toward Sustainable Products in E-Commerce: An Empirical Study with Special Reference to Chennai City

Abstract

The rapid growth of e-commerce has significantly influenced consumer purchasing behavior, with increasing emphasis on sustainability and environmental responsibility. Green marketing strategies adopted by e-commerce platforms play a crucial role in shaping consumer preference toward sustainable products. The present study aims to examine the influence of green marketing strategies on consumer preference toward sustainable products in the e-commerce context, with special reference to Chennai city. The study is empirical in nature and is based on primary data collected from 120 e-commerce consumers using a structured questionnaire. Statistical tools such as percentage analysis, mean score analysis, correlation analysis, and multiple regression analysis were employed for data analysis. The findings reveal that environmental awareness and green trust have a strong and significant influence on consumer preference, followed by green promotional strategies and perceived value of sustainable products. The results indicate that effective green marketing strategies positively encourage consumers to prefer sustainable products in online shopping environments. The study provides valuable insights for e-commerce firms to strengthen green marketing practices and promote sustainable consumption.