The Role of Green Marketing Strategies in Shaping Consumer Attitudes and Purchase Intentions toward Eco-Friendly Products: With Special Reference to SDG 12 (Responsible Consumption and Production)

As environmental degradation has increased due to unsustainable consumption and excessive waste disposal, there has also
been a growing call for responsible business and environmentally conscious consumers. Thus, green marketing has become
an important strategy to create awareness of environmental issues and encourage sustainable consumption while promoting
eco-friendly products.This study investigates the influence of different green marketing strategies on consumer attitudes and
their purchase intention toward eco-friendly products, with a specific focus on Sustainable Development Goal (SDG) 12
(responsible consumption and production). The study analyzes the impact of each dimension of green marketing on the
consumer decision-making process and how each of these dimensions influences the likelihood of individuals practicing
sustainable consumption.Using consumer behavior and sustainability theories, this study examines the effects of various
green marketing initiatives (green product design, green pricing, green promotion, and green distribution) on consumers
across cognitive, emotional, and behavioral levels. In addition, the study looks at the relationship between consumer attitudes
toward eco-friendly products and consumer purchase intentions. By assessing how green marketing practices align with the
goals of SDG 12, the study highlights the connectedness of marketing strategies, consumer behavior, and sustainable
development outcomes.Marketers will find this research beneficial when developing their future green marketing campaigns
for promoting responsible consumption, as well as providing insights into developing new policies related to green marketing
practices and responsible consumption. Additionally, this research supports and extends existing literature by developing an
integrated framework linking green marketing, consumer behavior, and responsible consumption/production. Overall, this
research has increased our understanding of environmentally-conscious consumers and suggests how their purchasing
behaviours take into account the long-term benefits to the planet provided by supporting sustainability objectives.
Keywords: Green marketing, consumer attitude, purchase intention, eco-friendly products, sustainable consumption, SDG 12, responsible
consumption