Green marketing and consumer attitudes
University of edinburgh MA Social Policy and Economics, United Kingdom.
Research Article
Open Access Research Journal of Multidisciplinary Studies, 2024, 08(02), 076–084.
Article DOI: 10.53022/oarjms.2024.8.2.0068
Publication history:
Received on 14 October 2024; revised on 24 November 2024; accepted on 27 November 2024
Abstract:
This research study examines the impact of green marketing strategies on consumer attitudes and behaviors, alongside their implications for organizational financial performance. As environmental concerns intensify, green marketing emerges as a critical tool connecting sustainability with consumer preferences. Through a mixed-methods approach, combining quantitative surveys of consumer behavior and qualitative interviews with marketing experts, the study evaluates how green marketing influences consumer perceptions and purchasing decisions. Key findings highlight the positive correlation between exposure to green marketing initiatives and enhanced consumer attitudes toward eco-friendly products, with consumer trust acting as a mediating factor. The research also identifies challenges such as greenwashing and implementation costs that may hinder green marketing success. Theoretical frameworks like the Theory of Planned Behavior and the Triple Bottom Line underpin the analysis, illustrating the financial and reputational benefits of genuine sustainability practices. Practical recommendations include promoting transparency, educating consumers on environmental impacts, and strengthening regulatory frameworks to prevent misleading claims. This research provides valuable insights for businesses seeking to align environmental responsibility with market success, contributing to a more sustainable corporate landscape.
Keywords:
Green Marketing; Consumer Behavior; Sustainability; Purchasing Decisions; Corporate Social Responsibility; Greenwashing.
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Copyright information:
Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0