GREEN MARKETING AND CONSUMER DEMAND FOR AYURVEDIC PRODUCTS: A SUSTAINABLE SYNERGY

Povzetek

The growing emphasis on sustainability and ethical consumption has spurred interest in green marketing, especially in relation to Ayurvedic products. This study explores the impact of green marketing strategies on consumer demand for Ayurvedic healthcare and cosmetic products, focusing on how perceptions of eco-friendliness, natural composition, and environmental responsibility influence purchase decisions. Using a mixed-methods approach, the research collected data from 200 respondents in urban and semi-urban regions of India to assess awareness, behavior, and preferences. The results demonstrate that green marketing positively correlates with increased consumer interest and loyalty, particularly among health-conscious and environmentally aware consumers. The findings confirm that Ayurvedic products marketed for diabetes and skincare benefit significantly from sustainable branding, highlighting a synergy between traditional medicine and modern eco-centric values. The study offers strategic recommendations for Ayurvedic brands to enhance their market positioning through green marketing. This work contributes to sustainable marketing literature and supports the alignment of traditional health systems with contemporary environmental and consumer trends.