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@article{193124,
        author = {Lakshmi V and Dr. Amritha M S and Dr.Viji Vijayan},
        title = {Adoption Of Green Marketing Among Gen Z And Gen Y Special Reference To Kerala},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {3878-3883},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193124},
        abstract = {Green marketing has emerged as a significant strategy for promoting sustainable consumption in the modern business environment. This study investigates the adoption of green marketing among Gen Z and Gen Y consumers with special reference to Kerala. The primary objective is to analyze the level of awareness, attitude, and purchase intention toward eco-friendly products and to identify the factors influencing green buying behavior among the two generations. A descriptive research design was adopted, and primary data were collected from 150 respondents using a structured questionnaire. Statistical tools such as percentage analysis, mean, standard deviation, independent sample t-test, correlation, and regression analysis were applied to interpret the data.
The findings reveal that both Gen Z and Gen Y exhibit positive attitudes toward green marketing, with Gen Z demonstrating comparatively higher environmental concern and purchase intention. Environmental awareness and social media influence significantly impact green buying behavior, while price sensitivity acts as a major barrier. The study concludes that effective digital communication, transparent sustainability practices, and affordable pricing strategies are essential to enhance green product adoption among young consumers. The research provides valuable insights for marketers and policymakers to promote sustainable consumption behavior.},
        keywords = {Green Marketing, Gen Z, Gen Y, Sustainable Consumption, Environmental Awareness},
        month = {February},
        }