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Volume : XVI, Issue : I, February - 2026 CONSUMER ATTITUDES TOWARDS SUSTAINABLE AND GREEN MARKETING PRACTICES Nisha P. V., Meghana D. , Nandini S. , Radhika S. By : Laxmi Book Publication Abstract : The findings indicate that consumers generally hold a positive perception of sustainable and green marketing and associate green products with environmental protection, health benefits, and social responsibility. Keywords : Article : Cite This Article : Nisha P. V., Meghana D. , Nandini S. , Radhika S. (2026). CONSUMER ATTITUDES TOWARDS SUSTAINABLE AND GREEN MARKETING PRACTICES. Indian Streams Research Journal, Vol. XVI, Issue. I, http://isrj.org/UploadedData/11620.pdf References : - Jain, S. K., & Kaur, G. (2014). Green marketing and consumer behaviour: An empirical study in India. International Journal of Research in Management & Technology, 4(1), 17–23.
- Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489–500.
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