Green Marketing and the Green Consumer: Fundamental Pillars of Environmental Sustainability
Keywords:
Environmental Sustainability, Green Marketing, Green Consumer, Green Consumer BehaviorAbstract
This study examines green marketing and its influence on consumer behavior within the context of environmental sustainability. It explores how organizations integrate environmental considerations into marketing strategies and highlights the role of green consumers in driving sustainable market transformation. The study identifies key determinants of green consumer behavior, including environmental awareness, education, economic factors, and perceived value. The findings indicate that green marketing and environmentally conscious consumption jointly contribute to environmental sustainability and improved organizational performance.
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