Green Marketing and Consumer Behavior: Drivers, Barriers, and Opportunities
Year: 2026
Type: book-chapter
Abstract: Due to rising environmental sustainability awareness and shifting consumer preferences, “green marketing” has become a crucial component of contemporary business strategies. Green marketing strategies have been more popular due to a number of important aspects, including environmental awareness, CSR, government laws, and customer demand. Green purchase choices are heavily impacted by factors such as personal beliefs, societal conventions, and faith in eco-friendly promises. Sustainable consumption habits are greatly impacted by social influence and peer pressure. The study identifies business potential in green marketing, such as using technology for awareness, developing innovative sustainable product designs, and focusing on developing markets. Green marketing has the ability to have a lasting effect, especially when combined with consumer education and community collaboration. Building trust with consumers, encouraging brand loyalty, and helping to preserve the environment are all goals of green marketing strategies.
Source: IGI Global eBooks
Authors: Alok Baran, Varinder Singh Rana
Language: Ndonga
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7119977016