Consumer Behaviour toward Regenerative Marketing Practices: Evidence from a Primary Survey in Bangalore City

Author(s): Dr. V Murali Krishna, Dr. Ashok AR Gowda and Dr. Ghatti Radhakrishna Murthy

Abstract:

The concept of regenerative marketing has recently gained attention as businesses shift from traditional sustainability frameworks toward practices that actively restore ecological and social systems. However, empirical evidence on consumer awareness and behavioural response toward regenerative marketing in developing economies remains limited. This study examines the perception, awareness, behavioural intentions, and adoption factors related to regenerative marketing among four key respondent groups in Bangalore: Students, software professionals, e-commerce consumers, and academicians. A structured primary survey of 320 respondents was administered, followed by descriptive analysis, reliability testing, and regression modelling. Results show that consumers demonstrate favourable attitudes toward brands with regenerative commitments, particularly those that communicate clear environmental, social, and circular-economy benefits. Awareness remains moderate, but purchase intention is strongly influenced by brand trust and perceived regenerative value. The findings highlight the need for transparent communication, authenticity, and measurable regeneration indicators in marketing strategies. The study contributes theoretically by extending consumer behaviour frameworks into the regenerative economy context and practically by providing guidance for marketers to design impactful regenerative strategies.

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Pages: 98-101     |    2 View     |    0 Download