Impact of Green Marketing on Consumer Behavior
Puja Thapa
https://analista.in/10.71182/aijmr.2412.0202.5005
Abstract
Green marketing promotes eco-friendly products in response
to environmental concerns like climate change and global
warming. As awareness grows, green consumerism has
emerged. This study explores consumer awareness and the
impact of green marketing on purchasing behavior in
Pokhara, Nepal.
Objectives
The main purpose of the study is to explore how green
marketing influences the consumer attitudes and perception
and the impact of green marketing on consumer behavior.
Methods
The study employed a survey research design with convenience
sampling, collecting data from 154 educated professionals
aware of environmental issues. Correlation and regression
analysis were used to examine the relationship between green
marketing and consumer behavior.
Results
Correlation analysis revealed a positive relationship between
consumer behavior and green marketing factors: green
branding (r = .168), eco-labeling (r = .336), and product
availability (r = .547). The regression model showed a strong
overall relationship (R = 0.695), indicating these factors
collectively influence eco-friendly consumer choices.
Conclusion
Green marketing practices-eco-labelling, green branding, and
product availability significantly influence consumer behavior.
To meet rising sustainability demands, businesses should
adopt eco-friendly marketing strategies that build trust,
loyalty, and support environmental goals.
Implications
Based on the study's findings, the following implications are
suggested:
- For Businesses: Focus on better eco-labeling, stronger green branding, and making eco-friendly products more accessible
- For Researchers: Study how different consumer groups respond to green marketing, conduct long term studies, and explore how green marketing builds consumer trust.
Keywords: Green marketing, Consumer behavior, eco labelling, branding, green products