Current Volume 9
Green Marketing and Consumer Purchase Intentions: Environmental Consciousness Impact On Buying Behavior
Abstract
Environmental consciousness has emerged as a pivotal factor influencing contemporary consumer behavior, fundamentally reshaping how brands approach marketing strategies and consumers make purchasing decisions. This study examines the relationship between green marketing initiatives and consumer purchase intentions, with particular focus on the mediating role of environmental consciousness in driving sustainable buying behavior. Through analysis of recent data from 2020-2023, this research reveals that 78% of consumers consider sustainability important, with 62% actively seeking eco-friendly products "always or often" - representing a significant increase from 27% in 2021. The findings demonstrate that consumers are willing to pay an average premium of 9.7% for sustainably produced goods, despite cost-of-living pressures. This comprehensive analysis provides insights into the effectiveness of green marketing strategies, the role of environmental awareness in purchase decisions, and the growing market demand for sustainable products, offering strategic guidance for businesses seeking to align with environmentally conscious consumer expectations.
Keywords
Green Marketing, Environmental Consciousness, Purchase Intentions, Sustainable Consumption, Eco-Friendly Products, Consumer Behavior
Citations
IRE Journals:
Dr. Shravasti Jain, Dr. Manisha Saxena, Prof. Prashant Udas "Green Marketing and Consumer Purchase Intentions: Environmental Consciousness Impact On Buying Behavior" Iconic Research And Engineering Journals Volume 8 Issue 2 2024 Page 1371-1381 https://doi.org/10.64388/IREV8I2-1716688
IEEE:
Dr. Shravasti Jain, Dr. Manisha Saxena, Prof. Prashant Udas
"Green Marketing and Consumer Purchase Intentions: Environmental Consciousness Impact On Buying Behavior" Iconic Research And Engineering Journals, 8(2) https://doi.org/10.64388/IREV8I2-1716688
About IRE Journals
IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
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