Bareilly: The PhD viva voce presentation of research scholar Pravendra Dixit from the Faculty of Commerce and Management, Department of Business Administration at Mahatma Jyotiba Phule Rohilkhand University was successfully conducted on Monday.
The viva examination was held in the presence of external examiner B K Puniya, Professor and former Vice-Chancellor of Maharshi Dayanand University.
The presentation was attended by research supervisor P B Singh, who currently serves as the Vice-Chancellor of SS University, along with Tulika Saxena, faculty members, research scholars and students of the department.
During the presentation, Pravendra Dixit presented his research titled “Green Marketing and Its Impact on Consumer Perception – A Study of the Rohilkhand Region.”
The research focused on analysing consumer responses toward environmentally friendly FMCG products across the Rohilkhand region of Uttar Pradesh, including Bareilly, Badaun, Shahjahanpur and Pilibhit.
The study revealed that while consumers demonstrate significant awareness regarding green and eco-friendly products, this awareness does not always translate into actual purchasing behaviour. The research identified this phenomenon as the “Attitude-Behaviour Gap.”
Another major finding of the study was that consumer trust in green marketing claims plays the most influential role in shaping awareness and perception towards sustainable products.
The research further highlighted that educational background and income levels have a statistically significant impact on consumers’ green values and purchasing preferences, whereas age was found to have minimal influence on buying behaviour related to eco-friendly products.
Price sensitivity and environmental concern also emerged as key factors affecting consumer decisions.
As part of the recommendations, the scholar emphasised the need for transparent, credible and informative green marketing strategies. He also suggested region-specific awareness campaigns, stronger eco-labelling practices and more effective pricing, accessibility and communication strategies by FMCG companies to reduce consumer scepticism and encourage sustainable purchasing behaviour.
Faculty members and research scholars present during the programme included Sanjay Mishra, Sunil Kumar, Romita Khurana, Saurabh Verma, Pushpendra Maurya, Bala Pratap, Aditya and Mohammad Sohail.
The report was shared from Bareilly by Akhilesh Chandra Saxena.
