The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
The Impact of Green Marketing Strategies on Consumer Purchase Intention of Green Product
|
|
Author(s): Devi Mano (Vels Institute of Science, Technology, and Advanced Studies, India), D. Anitha Kumari (Vels Institute of Science, Technology, and Advanced Studies, India)and N. Mari Anand (University of Technology and Applied Sciences, Salalah, Oman)
Copyright: 2026
Pages: 24
Source title:
AI-Driven Strategies for Sustainable Guest Experience in Intelligent Hospitality
Source Author(s)/Editor(s): Ahmed K. Elnagar (Taibah University, Saudi Arabia), Abdelkader Mohamed Sghaier Derbali (Taibah University, Saudi Arabia)and Ahmad Mohammad Herzallah (Al-Quds University, Palestine)
DOI: 10.4018/979-8-3373-8197-8.ch006
Purchase
|
Abstract
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 between 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.
Related Content
|
Frederic Andres.
© 2027.
14 pages.
|
|
Kalsoom Safdar, Khairul Najmy Abdul Rani, Mohd Aminudin Jamlos, Siti Julia Rosli, Muhammad Usman Younus, Zanab Safdar.
© 2027.
27 pages.
|
|
Bani Adam, Binastya Anggara Sekti, Muhammad Adi Zacky Zahran.
© 2027.
24 pages.
|
|
Swetha Margaret T. A., Renuka Devi D..
© 2027.
31 pages.
|
|
Maurice Saluschke, Michael Schulz.
© 2027.
30 pages.
|
|
Mirjam Sepesy Maučec, Gregor Donaj.
© 2027.
16 pages.
|
|
Jorge A. Ruiz-Vanoye, Ocotlan Diaz-Parra, Ricardo A. Barrera-Cámara, Alejandro Fuentes-Penna, Francisco R. Trejo-Macotela, Jaime Aguilar-Ortiz, Eric Simancas-Acevedo.
© 2027.
21 pages.
|
|
|