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Impact of Green Marketing Strategies on Consumer Purchasing: Green Marketing Strategies on Consumer Purchasing
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Author(s): Jiahua Jin (University of Science and Technology, Beijing, China), Mehnaz (University of Science and Technology, Beijing, China)and Tannek Marcel (University of Science and Technology, Beijing, China)
Copyright: 2025
Pages: 20
Source title:
Strategic Repositioning in Times of Corporate Crisis: Green Management and Technology Adoption
Source Author(s)/Editor(s): Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China)and Mufaro Dzingirai (Midlands State University, Zimbabwe)
DOI: 10.4018/979-8-3693-5912-9.ch009
Purchase
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Abstract
The core of marketing is to meet consumers' specific needs and desires and create customer value through product and service exchanges. With growing environmental concerns, consumers are favoring environment-friendly products and services. As green marketing involves sustainable marketing, companies propagate and promote environment-friendly products to attract consumers to have ecological consciousness. Green Marketing (GM) encompasses various marketing strategies aimed at influencing the behavior of consumers towards products and companies that take an extra effort to demonstrate an environmental commitment or at least a commitment to social responsibility. In essence, green marketing is not just about branding a product or a company as eco-friendly, and more importantly, it is about the least toxic, energy-efficient, durable, and recyclable products and packaging.
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