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Impact of Green Marketing on Consumer Behavior: An Investigation Towards Purchasing Decisions, Loyalty, and Willingness to Pay a Premium Price
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Author(s): Saumendra Das (GIET University, India), Nayan Deep S. Kanwal (University Putra Malaysia, Malaysia), Udaya Sankar Patro (Rayagada Autonomous College, India), Tapaswini Panda (Model Degree College, Rayagada, India), Debasis Pani (GIACR College, India)and Hassan Refaat Hassan Badawy (Luxor University, Egypt)
Copyright: 2024
Pages: 13
Source title:
Driving Green Marketing in Fashion and Retail
Source Author(s)/Editor(s): Theodore Tarnanidis (International Hellenic University, Greece), Evridiki Papachristou (International Hellenic University, Greece), Michail Karypidis (International Hellenic University, Greece)and Vasileios Ismyrlis (Hellenic Statistical Authority, Greece)
DOI: 10.4018/979-8-3693-3049-4.ch003
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Abstract
This study examines the influence of green marketing on consumer behavior, including purchasing habits, brand allegiance, and inclination to pay a premium. This research provides a clear definition of green marketing and examines different marketing strategies used by firms to advertise environmentally friendly products and services. A quantitative study approach was used, using a sample of 200 consumers who had previously made purchases of ecologically sustainable items or services. The acquired data was analyzed using regression analysis and qualitative statistics. Research findings demonstrate a substantial impact of environmental marketing on customer behavior. Consumers are inclined to choose ecologically friendly items and are prepared to pay a higher price for them when they are exposed to marketing strategies that promote environmental consciousness. Green marketing also enhances client loyalty. The results have substantial ramifications for organizations who are marketing eco-friendly goods and services.
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