Green Marketing Mix of Organic Product and Its Impact on Purchase Decision

Abstract

The need for organic products is increasing significantly in India. Being healthy is very important for us. Organic products are grown without using chemicals like fertilizers and pesticides, in a way that is good for the environment and society. The demand for organic products has grown rapidly all around the world in the past few years. This study only looks at 4 things in marketing - Product, Price, Place, and Promotion factors. It doesn't look at the other 3 things, which are Packaging, Positioning, and People. These 4 factors affect how consumers decide to buy organic products. This research was carried out in the Varanasi district of Uttar Pradesh. A total of 332 people took part in the survey. The goal of the study is to find out the different factors and determine which variables have the biggest impact in each factor. The survey tries to understand why people buy certain things by asking about different factors that influence their choices. It also asks questions about how often the customer buys something and how much they are willing to pay for it. The questions cover 19 different things, with 5 related to the product, 3 related to the price, 6 related to the place, and 5 related to promotion. The study finds out what is the most important thing for customers when it comes to product, price, place, and promotion. Customers consider factors of a product like quality, brand, health & environment safety, and taste. Among these factors, product factors are especially important for customers. The factors related to where something is sold are not very important to consumers compared to factors related to the actual product. Convenience is the most significant thing in a location. We take into account the factors of high cost, reasonable price, and quality when determining prices. People are willing to sacrifice their health for the benefit of their health. Consumers want the product to be delivered to their homes. Finding out the reasons will help the store owners to adjust their marketing and manufacturing plans to benefit from these factors in a way that will make both the customers and marketers happy. They can come up with plans and assist in the growth of the store and the farmers in general. In this study, about 55% of people strongly agreed that organic products are high quality. About 34% remained neutral on the availability of different brands. Around 50% strongly agreed that organic products are expensive. Around 31% agreed that organic stores are conveniently located. About 36% agreed that free home delivery is available, and 17% strongly agreed with this statement. It was discovered that there is a strong connection between the product, price, place, and promotional actions in how consumers make their buying choices.