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Green Marketing Effect on the Growing Demand for Sustainable Products by Mediation of Consumer Behavior: Analysis in the Horn of Africa
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Author(s): Shashi Kant (Bule Hora University, Ethiopia), Tafese Niguse (Bule Hora University, Ethiopia), Aynetu Terefe (Bule Hora University, Ethiopia)and Metasebia Adula (Bule Hora University, Ethiopia)
Copyright: 2025
Pages: 24
Source title:
Driving Business Success Through Eco-Friendly Strategies
Source Author(s)/Editor(s): Shrikaant Kulkarni (Sanjivani University, India & Victorian Institute of Technology, Australia), Marco Valeri (Niccolo Cusano University, Italy)and P. William (Sanjivani College of Engineering, India)
DOI: 10.4018/979-8-3693-9750-3.ch010
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Abstract
This Chapter investigates the influence of marketing of green offerings on the enhancing demand for offerings sustainability in the Eastern Africa, with a particular focus on the interceding part of Behavior of Consumers. As environmental enterprises gain elevation, businesses in the Eastern Africa are decreasingly espousing marketing of green offerings strategies to appeal toe co-conscious consumers. This exploration employs a mixed- styles approach, combining quantitative checks and qualitative interviews to assess consumer comprehensions and actions regarding offerings sustainability. Outcomes reveal that influence marketing of green offerings noteworthy enhances consumer mindfulness and preference for offerings sustainability. Also, Conduct of Consumer characterized by stations, ethos, and copping intentions serves as a critical middleman in this association. The investigation highlights that consumers are more likely to engage with brands that demonstrate genuine engagement to environmental sustainability through transparent exercises and influence linkages.
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