Exploring green marketing components and their impact on Green Consumer Behaviour
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.11980Keywords:
Green Marketing, consumer behavior, eco-friendly packaging, corporate social responsibility, sustainable development, green product innovations, waste reduction practicesAbstract
This study explores the dynamic relationship between green marketing strategies and consumer purchasing decisions by delving into the critical elements that shape consumer attitudes toward eco-friendly products and offering actionable insights for businesses that aim to boost their market positions through sustainable initiatives. As environmental awareness and sustainability continue to reshape modern markets, businesses are increasingly adopting green marketing techniques to align themselves with consumer value. This study focuses on key components such as eco-friendly packaging, waste reduction practices, green product innovations, product lifecycle transparency, and corporate social responsibility, investigating how these factors influence consumer behaviour, loyalty, and purchasing intentions. This study finds that green marketing strategies significantly influence consumer purchasing decisions, with eco-friendly packaging and corporate social responsibility being the most persuasive factors. Waste reduction practices and product life-cycle transparency positively impact consumer loyalty. However, price and product quality often moderate the direct influence of green marketing on purchase behaviour. Green products give customers a way to show that they are socially conscious and responsible, and peer pressure and societal standards reinforce this relationship. Customers become more connected and frequently loyal when they are satisfied with green products in terms of quality, safety, or innovation. Therefore, by tying environmental responsibility to consumer actions, green marketing generates significant customer engagement. By linking environmental knowledge with marketing strategies, this study presents a unique perspective on how businesses can capitalise on the growing demand for sustainable products.
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