THE FINANCIAL IMPACT OF GREEN MARKETING ON CONSUMER BUYING BEHAVIOR ON ECO -FRIENDLY PRODUCTS
Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)
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Abstract
Green marketing refers to the promotion and development of products and services that are environmentally friendly and sustainable. With increasing environmental concerns such as climate change, pollution, and resource depletion, businesses are adopting green marketing strategies to reduce their ecological impact while meeting consumer demand for eco-friendly products. This concept includes activities such as sustainable product design, eco-friendly packaging, energy-efficient production, and responsible advertising that highlights environmental benefits. Green marketing not only helps protect the environment but also enhances corporate image, builds customer trust, and creates competitive advantages in the market. However, challenges such as higher production costs, consumer skepticism, and the risk of greenwashing may limit its effectiveness. Therefore, organizations must implement genuine and transparent environmental practices to ensure long-term sustainability. Overall, green marketing plays a crucial role in promoting sustainable consumption and encouraging businesses to contribute to environmental protection while achieving economic growth.
References
- Impact of Green Marketing on Consumer Trust and Buying Behavior Dr. Tarannum Amir, Dr. Anjali Daryal(2024)
- Link:https://doi.org/10.31305/rrijm.2024.v09.n10.027
- A Study on Green Marketing and Its Impact on Consumer Buying Behavior, Siddhant Rai, Muskan Sodani, Chandra Pratap Singh ( 2022)
- Link:https://journal.ijprse.com/index.php/ijprse/article/view/687
- The Influence of Green Marketing on Consumer Purchasing Behavior – by Ali A. Dagher and Omar Itani(2014)Examines how environmental awareness and green marketing strategies affect consumers’ purchase decisions.
- Consumer Behaviour Toward Green Products – by Sanjay K. Jain and Gurmeet Kaur(2004)
- International Journal of Management Reviews: Discusses environmental attitudes and their influence on green product buying.
Keywords
Green Marketing, Consumer Buying Behavior, Eco-Friendly Products, Sustainable Consumption, Environmental Awareness.
