Influence Of Sustainable Marketing Practices On Consumers’ Purchase Decisions: An Empirical Study
Year: 2026
Type: article
Abstract: Introduction The growing concern over environmental degradation has encouraged businesses to integrate sustainability into their marketing strategies and promote products that are environmentally responsible. Sustainable marketing practices have increasingly become an important factor influencing how consumers evaluate products and make purchasing decisions. Purpose of the Study This study examines the influence of sustainable marketing practices on consumers’ purchase decisions, with particular emphasis on practices such as eco-friendly product development, sustainable packaging, green advertising, responsible branding, and environmental communication. The study seeks to understand whether consumers’ awareness and perceptions of sustainability translate into actual purchasing decisions. Methodology A structured questionnaire can be used to collect primary data from consumers, and appropriate statistical techniques can be employed to examine the relationship between sustainable marketing practices and purchase decisions. Expected Findings The study is expected to provide insights into the extent to which sustainability-oriented marketing influences consumer preferences and buying choices. The findings may help marketers understand the importance of sustainability factors in shaping consumer behaviour. Research Implications The findings may help marketers develop more credible and consumer-focused sustainability strategies while enabling businesses to align their marketing objectives with growing environmental expectations. The study also highlights the importance of transparent environmental communication and genuine sustainable practices in building consumer confidence and encouraging responsible consumption.
Authors: Annapoorna P G, Nikshitha Shetty
Institution: Srinivas University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7225639743