Exploring the Key Drivers of Green Marketing: Factors Influencing Consumer Behavior
Globalization is progressively interconnecting the world, resulting in an ever-increased trade, economic and cultural exchange while also bringing in environmental problems negatively affecting mankind. Consumers and manufacturers are both becoming increasingly sensitive towards the need to switc...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Srusti Academy of Management
2025-06-01
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| Series: | Srusti Management Review |
| Subjects: | |
| Online Access: | https://srustimanagementreview.ac.in/public/paperfile/paper-554.pdf |
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| Summary: | Globalization is progressively interconnecting the world, resulting in an ever-increased
trade, economic and cultural exchange while also bringing in environmental problems negatively
affecting mankind. Consumers and manufacturers are both becoming increasingly sensitive towards
the need to switch to more eco-friendly alternatives. Marketers and policymakers cannot remain
unresponsive to the environmental awareness that is shaping consumer buying behaviour. Green
marketing offers customers eco-friendly products through various strategies implemented by
organizations. Companies are adopting green policies in their product, pricing, distribution and
promotional activities, termed ‘green marketing’ strategies. The current study examines how
respondents’ attitudes towards green marketing are impacted by means of environmental awareness
level. The study also examined how respondent’s attitudes towards green marketing and
environmental awareness influenced their desire to make sustainable purchases. The route model
study provides statistical evidence those respondents attitudes towards the Green Market are
positively impacted by environmental awareness. The study also confirms those respondents’ attitudes
towards green marketing and environmental awareness is beneficial to create impact on customer’s
intentions to purchase sustainable products.
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| ISSN: | 0974-4274 2582-1148 |