Green Marketing And Its Impact On Consumer Behaviour
- IJLLR Journal
- 1 hour ago
- 1 min read
Parvathi Y & Nayanjita Pathak, B.A., LL.B. (Hons), Amity University, Bengaluru
ABSTRACT
Green marketing has been drawing growing attention, as both enterprises and buyers deal with the growing environmental crisis. Due to the growing environmental crisis, businesses and consumers are increasingly turning to green marketing. Hence, attention has increased. Using current academic research and practical cases, this study investigates the true meaning of green marketing and its influence on consumer buying decisions. The article concentrates on key elements such as eco-labeling, packaging, sustainable advertising, and pricing strategies, then delves into how these measures impact consumer attitudes, motives, or outcomes. These results reveal an ongoing inconsistency between consumer declarations of environmental concern and checkout behavior, while also highlighting the roles of social pressure on consumers as well as their awareness of the environment and demographic differences. Generally speaking, the findings suggest that actual green marketing can be an effective means of encouraging sustainable usage, but its effectiveness depends on transparency, reasonable pricing, and ongoing building of consumer confidence.
Keywords: Green Marketing, Consumer Behavior, Eco-Labeling, Green Advertising.
