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VOL. 1, ISSUE 1 (2025)
Impact of green marketing on consumer behavior: Influence on buying decisions and brand loyalty
Authors
Farhan Riyaz
Abstract
In recent years, growing environmental awareness has significantly
influenced consumer behavior, prompting businesses to adopt green marketing
strategies. This study examines the impact of green marketing on consumer
buying decisions and brand loyalty. The objective is to understand how
environmentally friendly marketing efforts shape consumer preferences and
foster long-term customer commitment. Using a mixed-method approach, the
research involved surveys and interviews with consumers across diverse demographics
to assess their responses to green marketing initiatives. The findings reveal
that green marketing positively affects consumers’ purchasing choices, with
many buyers showing a preference for brands that demonstrate environmental
responsibility. Additionally, green marketing contributes to increased brand
loyalty by enhancing consumers' emotional connection and trust towards brands
committed to sustainability. The study concludes that companies integrating
green marketing into their core strategies can gain a competitive advantage
through strengthened consumer relationships and sustained loyalty. These
results underscore the importance of environmental considerations in marketing
and suggest that businesses should invest in authentic and transparent green
practices to meet evolving consumer expectations.
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Pages:16-20
How to cite this article:
Farhan Riyaz "Impact of green marketing on consumer behavior: Influence on buying decisions and brand loyalty". World Journal of Research in Education, Vol 1, Issue 1, 2025, Pages 16-20
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