Evaluating the Role of Green Marketing in Shaping Sustainable Consumer Behaviour

Abstract

With rising environmental concerns and increasing awareness among consumers, green marketing has become a powerful tool for businesses aiming to align with sustainability goals. This study investigates the impact of green marketing strategies on consumer purchase behavior, with a focus on factors such as eco-friendly packaging, organic product composition, and environmentally responsible branding. The objective of the research was to analyse how much green marketing influences buying decisions, and whether consumers are willing to pay extra for environmentally safe products. The study followed a descriptive research design and used a structured questionnaire to gather primary data from 200 respondents of varying demographics. Data analysis revealed that a significant portion of consumers are aware of green marketing, and many are positively influenced by sustainable branding efforts. The findings also highlight that while consumers prefer eco-friendly products, factors like pricing and brand trust play a crucial role in their final decisions. This study concludes that green marketing has a notable effect on shaping sustainable consumer behavior, especially among younger and more educated segments of the population.

Introduction

In the 21st century, sustainable development has become critical for both the environment and long-term business viability. Green marketing—the promotion of products based on their environmental benefits (e.g., recyclable materials, eco-friendly packaging, and ethical sourcing)—has emerged as a key strategy in this shift. It reflects not just a marketing trend, but a necessary move toward responsible business practices.

As consumers, especially younger, urban, and educated groups, become more environmentally aware, their buying decisions increasingly favor brands that align with sustainability values. Businesses are adapting by integrating green practices into their branding, product development, and advertising.

Objectives of the Study:

The research aims to assess how green marketing influences consumer behavior. Specific goals include:

1. Understanding green marketing concepts and strategies.

2. Measuring consumer awareness of eco-friendly products.

3. Analyzing the impact of green elements (e.g., eco-packaging, branding).

4. Evaluating willingness to pay more for sustainable products.

5. Exploring demographic influences on green purchases.

6. Assessing consumer trust in green marketing.

7. Recommending ways businesses can enhance green marketing effectiveness.

Research Methodology:

• Design: Descriptive

• Data: Collected from 200 respondents via structured questionnaires

• Sampling: Purposive, ensuring basic awareness of sustainability

• Analysis Tools: Excel and SPSS

• Sources: Primary data (surveys) and secondary data (journals, articles, reports)

Key Findings:

1. 65% of respondents were aware of green marketing.

2. Eco-packaging and natural ingredients were top influencers in green product choice.

3. About 50% were willing to pay more for eco-friendly products if quality and trust were ensured.

4. Brand trust significantly affects green purchasing decisions.

5. Pricing remains a barrier, especially for middle-income groups.

6. Women and younger consumers (18–35) showed greater preference for sustainable products.

7. Education and urban background positively correlated with green marketing acceptance.

Conclusion

The study concludes that green marketing plays a significant role in shaping sustainable consumer behavior. With growing awareness about environmental issues, a considerable portion of consumers are actively seeking products that reflect eco-conscious values. Factors such as eco-friendly packaging, natural ingredients, and the overall environmental reputation of a brand greatly influence purchasing decisions. However, challenges like pricing sensitivity and greenwashing continue to impact consumer trust. The research highlights that transparency, affordability, and consistent communication are essential for green marketing strategies to be effective. Businesses that genuinely adopt sustainable practices and convey them honestly stand a better chance of building long-term consumer loyalty. As environmental concerns continue to rise, the role of green marketing will only grow stronger, making it not just a promotional tactic but aecessity for future-focused brands.

References

[1] Ottman, J. A. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Greenleaf Publishing. [2] Peattie, K., & Crane, A. (2005). Green Marketing: Legend, Myth, Farce or Prophesy? Qualitative Market Research: An International Journal, 8(4), 357–370. [3] Chen, Y. S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93(2), 307–319. [4] ResearchGate. (2023). Various articles on Green Marketing and Consumer Behaviour. Retrieved from: https://www.researchgate.net [5] IJRASSET (2024). Papers on Green Marketing Strategies and Sustainability. Retrieved from: https://www.ijraset.com

Copyright

Copyright © 2025 Suchi Dubey. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.