Impact of Green Marketing on Consumer Purchase Decisions
K Vanishree1*, Gowtham N1, Dr. Jyoti Mishra2
Abstract
Over the past several years, the concept of “green” and eco-conscious marketing has seen significant growth, making a noticeable impact not just on product availability but also on the global environmental landscape. This study focuses on how consumers behave when it comes to purchasing green products. The main goal is to understand why people choose eco-friendly products and how aware they are of the green options available to them. Green marketing has gained momentum as businesses have become more conscious of their responsibility toward the environment. Many companies now realize that their long-term survival and growth depend on aligning their business interests with those of both consumers and the wider society. Green marketing involves a range of efforts—like modifying products, shifting manufacturing processes, changing packaging, and adjusting advertising strategies—to make them more sustainable. This research suggests that green strategies can be effectively used to strengthen brand image and encourage consumer purchases. It also finds that green marketing can help businesses build and maintain brand equity. The study dives into how various green marketing techniques influence consumers’ intention to buy environmentally friendly products. One of its key goals is to understand how brands can use these strategies to build a strong, lasting presence in the market. To gain deeper insights, people of different age groups and professions were surveyed to identify the key factors that shape the relationship between green marketing approaches and consumer buying behaviour. The findings show a clear and significant impact—green marketing really does influence the way people choose what to buy.
Keywords:
Green Marketing, Consumer, Buying Behavior, Development, Climate, Packaging, Brands
