The Role of Green Marketing Strategies in Shaping Consumer Attitudes and Purchase Intentions toward Eco-Friendly Products: With Special Reference to SDG 12 (Responsible Consumption and Production)

Abstract

As environmental degradation has increased due to unsustainable consumption and excessive waste disposal, there has also been a growing call for responsible business and environmentally conscious consumers. Thus, green marketing has become an important strategy to create awareness of environmental issues and encourage sustainable consumption while promoting eco-friendly products.This study investigates the influence of different green marketing strategies on consumer attitudes and their purchase intention toward eco-friendly products, with a specific focus on Sustainable Development Goal (SDG) 12 (responsible consumption and production). The study analyzes the impact of each dimension of green marketing on the consumer decision-making process and how each of these dimensions influences the likelihood of individuals practicing sustainable consumption.Using consumer behavior and sustainability theories, this study examines the effects of various green marketing initiatives (green product design, green pricing, green promotion, and green distribution) on consumers across cognitive, emotional, and behavioral levels. In addition, the study looks at the relationship between consumer attitudes toward eco-friendly products and consumer purchase intentions. By assessing how green marketing practices align with the goals of SDG 12, the study highlights the connectedness of marketing strategies, consumer behavior, and sustainable development outcomes.Marketers will find this research beneficial when developing their future green marketing campaigns for promoting responsible consumption, as well as providing insights into developing new policies related to green marketing practices and responsible consumption. Additionally, this research supports and extends existing literature by developing an integrated framework linking green marketing, consumer behavior, and responsible consumption/production. Overall, this research has increased our understanding of environmentally-conscious consumers and suggests how their purchasing behaviours take into account the long-term benefits to the planet provided by supporting sustainability objectives.