A Correlation Study between Consumer Motivation and Green Marketing Strategies in Driving Sustainable Consumption
Year: 2024
Type: article
Abstract: The article explores the relationship between customer motivation and green marketing strategies in promoting sustainable consumption behaviour. Through an extensive analysis of available literature and empirical data collection, the study aims to unfold insights into how various motivational factors influence consumers' responses to green marketing initiatives. By examining the connection between consumer motivation and the adoption of environment-friendly marketing practices, such as eco levelling, green advertising & green branding, this research provides a deeper understanding of the mechanisms driving environmentally conscious purchasing decisions. The correlation between consumer motivation and green marketing strategies is positive and statistically significant. The results of this article have momentous implications for businesses seeking to develop more intended and poignant green marketing campaigns to involve eco-conscious consumers. Furthermore, this study elucidates on the significance of tailoring green marketing to align with intrinsic and extrinsic consumer motivations such as environmental awareness and social acknowledgements. It also emphasizes the importance of consumer faith through clarity in green marketing practices to ensure long-term engagement with sustainable initiatives.
Author: Debalina Chattopadhyay
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4406532833