ROLE OF GREEN MARKETING APPROACHES IN CONSUMER BUYING BEHAVIOUR

ROLE OF GREEN MARKETING APPROACHES IN

CONSUMER BUYING BEHAVIOUR
Simran Ganwal, Priyanshi Soni, Shubhi Jain, Badal Dewani

Affiliation:
Poornima University
BBA Department
Guided By:
Dr. Bhavna Sharma and Head of Department Dr. Monika Khatri

Abstract

The green marketing movement has significantly advanced, influencing environmental concerns
and global consumer trends. This research explores consumer behavior in purchasing green
products, aiming to understand the extent of consumer knowledge on green products and the
influence of green marketing strategies. These approaches, driven by environmental awareness,
have become essential as organizations align their objectives with those of consumers and the
broader society. Green marketing encompasses various strategies, including product
modifications, eco-friendly packaging, and sustainable advertising, which collectively strengthen
brand equity and consumer purchasing intentions. This study examines the impact of these
multifaceted strategies on consumer willingness to buy green products, focusing on the creation
of a sustainable brand presence in the market.

KEYWORDS- Green Marketing, Consumer, Buying Behaviour, Development, Climate,

Packaging, Brands
ROLE OF GREEN MARKETING APPROACHES IN CONSUMER BUYING BEHAVIOUR

INTRODUCTION

Environmental awareness has reshaped consumer and corporate priorities, prompting companies
to develop and market environmentally sustainable products. Marketing has become a
transformative force in shaping consumer perceptions, company sales, and environmental
policies. Green marketing now encompasses strategies aimed at increasing awareness of eco-
friendly products while encouraging sustainable consumer choices. Research indicates that
previous green marketing efforts have had limited success in increasing market share, primarily
focusing on raising environmental consciousness. Green marketing strategies support the
development of long-term relationships among businesses, consumers, and the environment,
thereby promoting a more sustainable marketplace.

LITERATURE OF REVIEW

Studies suggest that environmental awareness has a strong influence on consumer decisions to
purchase green products. Past research, such as that by Mahesh and Gomathi (2016), shows
that consumers are more inclined toward environmentally friendly products due to increased
governmental and corporate focus on sustainability.
Kumar et al. (2017) highlight challenges such as the economic and environmental pressures
faced by rapidly developing nations.
Other research, like that by Taufique et al. (2016), discusses how green marketing can positively
impact consumer trust and purchasing intentions, suggesting that consumers respond favorably
to brands that effectively communicate their environmental efforts.
ROLE OF GREEN MARKETING APPROACHES IN CONSUMER BUYING BEHAVIOUR

OBJECTIVE

1. To identify key factors influencing consumer behavior in relation to green

marketing.

2. To evaluate the impact of green marketing strategies on consumer purchasing

decisions.

METHODOLOGY

A survey was conducted across a sample of 223 respondents from varied demographics. Using
purposive sampling, data were collected via a structured questionnaire. Factor analysis and
regression analysis were used to assess the data.

FINDINGS

The survey revealed that male respondents made up 57.9%, while female respondents were
42.1%. Respondents were diverse in age, education, and occupation, showing varied preferences
for green products. Key factors identified include the influence of green packaging, eco-labels,
environmental advertising, and the eco-friendly brand image.

Four major factors were extracted from the analysis:

1. Green Packaging and Eco-Branding: Consumers prefer products with eco-friendly

packaging and brands that promote green values.
2. Eco-Labeling: Sustainable labels, such as biodegradable or recyclable certifications, play a
significant role in shaping buying behavior.
3. Environmental Advertising: Effective green marketing campaigns increase consumer
willingness to pay a premium for sustainable products.
4. Eco-Friendly Brand Image: A brand’s eco-friendly reputation fosters trust and positively
influences purchasing intentions.
ROLE OF GREEN MARKETING APPROACHES IN CONSUMER BUYING BEHAVIOUR

CONCLUSION

The findings suggest that green marketing strategies significantly impact consumer purchasing
behavior. To encourage widespread adoption of green products, marketers should focus on
innovative and accessible pricing strategies to appeal to a broader audience. Green product
affordability remains a challenge, as many consumers perceive them to be overpriced. By
leveraging awareness campaigns and emphasizing the environmental benefits of green products,
companies can foster greater consumer engagement with sustainable practices. This research
confirms that green marketing factors such as packaging, labeling, advertising, and brand image
are pivotal in shaping consumer behavior towards environmentally friendly products.

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