Vanshika Tewari, Poonam Singh, Preeti Singh, N.R. Meena and Manish Kumar
Abstract
This empirical study investigates the intersection of consumer psychology and sustainable marketing, focusing specifically on the impact of green labeling as a strategic tool for environmental communication in the city of Ayodhya. By analyzing a sample of 350 respondents - evenly distributed between students and working professionals - the research identifies a high level of environmental literacy, with over 95% of participants acknowledging the eco-friendly significance of green certifications. Educational institutions and social media emerge as the primary sources of awareness, while Eco Mark (India) stands as the most recognized certification among the surveyed demographic. Despite a strong inclination toward sustainable options - with 74% of respondents expressing a high likelihood of favoring green-labeled products â the study highlights an âattitudeâbehavior gap,â which may be reinforced by the rising threat of green washing and the complexity of competing labels. While marketing campaigns and corporate transparency are generally viewed positively, a significant proportion of respondents remain neutral, suggesting that brands must prioritize verifiable information and simplified communication to effectively convert environmental concern into consistent purchase behavior in an increasingly competitive green economy.