An Empirical Analysis of Green Market Dynamics as Per the Urban Demand in Delhi NCR

Abstract

The purpose of this study is to analyse consumer awareness, major motivational drivers, and demographic aspects influencing green product demand in urban Delhi NCR, which is rapidly urbanizing. The research design used a mixed-methods research approach and involved primary and secondary data collection from 200 urban respondents using stratified random sampling. Quantitative analyses employed SPSS where major statistical tools like mean, standard deviation, correlation, regression, and ANOVA were conducted. The study's results show consumers living in Delhi NCR are moderately aware (mean=17.58) and positively perceived green products (mean=17.82). An investigation on consumer awareness and perceptions towards green products resulted in a statistically significant but weak positive correlation of (r = 0.173, p < .05). Furthermore, major drivers of demand like environmental concern, price sensitivity, availability and brand trust was statistically significance (p=.005) but explained little variance (R² = 0.001) attributable to environmental products. Age and gender were more dominant demographic variables but likely due to significant differences in demand yielding ANOVA results (age: F = 2.519, p =.043; gender: F = 4.007, p = .047). The study indicates that while the green market within Delhi NCR is influenced by a number of factors, demographic orientation and awareness building are leading aspects to enhance sustainable urban consumption.