The Impact of Green Marketing Strategies on Consumer Purchase Intention of Green Product

As environmental awareness grows worldwide, both consumers and businesses are
becoming more conscious of sustainability. This study explores how green marketing
strategies influence consumers’ intentions to buy eco-friendly products. Companies
today are adopting various green practices—such as eco-labeling, sustainable
packaging, green advertising, and fair pricing—to appeal to environmentally aware
customers. The research aims to understand how these strategies shape consumer
trust, perception, and willingness to purchase green products. Using survey data
and quantitative analysis, the study examines the strength of the relationship bettween different aspects of green marketing and consumers’ buying intentions. The
results reveal that honest, transparent, and credible green marketing practices can
significantly improve consumer attitudes and encourage eco-friendly purchasing
behavior. The paper also highlights ongoing challenges like greenwashing and the
need for greater consumer awareness.