Year: 2024
Type: article
Study design: Observational Study
Abstract: As environmental concerns grow, green marketing emphasizing eco-friendly products and sustainable practices has become increasingly relevant for businesses and consumers. This study is investigated to trace out the preference of customers and customer satisfaction towards green products and green marketing. Specifically, it aims to assess customer satisfaction levels, identify factors influencing green product purchases, evaluate the awareness of eco-friendly options, and preference of consumers. Using a structured questionnaire, data were collected from 84 participants, offering insights into how marketing elements and product quality shape green purchasing behavior. Findings reveal a strong consumer inclination towards sustainable choices, with more interest in environmental protection as a purchasing motivation. This research underlines the potential of green marketing strategies to align business practices with consumer environmental values and provides recommendations for companies and policymakers to strengthen green product adoption.
Authors: Liya Maria Thomas, Angelo Susan Anil, Parvathi Jayadas, Thushara Sojan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
Funder: U.S. Department of Commerce
OpenAlex ID: W4405606926