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Abstract
Any factor or factors inhibiting or limiting individuals or groups from adopting any intervention or achieving a goal can be defined as constraint. It can be external factor as well as internal factors. This study looked at the limitations of green marketing and the consumption of organic products in Varanasi district, Uttar Pradesh. A total of 332 people took part in the study from four blocks of Varanasi district in Uttar Pradesh. The study looked at different types of limitations that can be put into four main groups: consumption, psychological, institutional, and social. It also examined the smaller components within each of these groups. Garret methods were employed to figure out the limitation. A major obstacle to buying organic products was the higher price compared to regular products. In the study area, social constraints were mainly due to strict food habits, and psychological constraints were mainly due to a lack of interest in consuming organic products.