Green Marketing Strategies: A Sustainable Approach to Consumer Behavior

Abstract

In the face of escalating environmental concerns and the global imperative of sustainable development, organizations are increasingly turning to green marketing strategies as a means of aligning business goals with ecological and social responsibility. Green marketing—defined as marketing of products and services on the basis of their environmental benefits—affects both firm-strategy and consumer behaviour. This paper presents a detailed analysis of green marketing strategies and their effect on consumer behaviour, with a particular focus on emerging economies. The discussion covers (1) an introduction to green marketing and consumer behaviour context, (2) key enabling strategies that firms can deploy, (3) major use-cases and applications in different industries, (4) critical challenges and limitations including the attitude-behaviour gap and greenwashing, (5) emerging future prospects for green marketing in a digitalized and circular-economy world, and (6) a conclusion integrating findings and recommendations. Data from recent studies reveals that green product design, eco-labelling, green pricing, transparent communication and lifecycle marketing positively influence green purchase intentions, albeit moderated by income, education, trust, and perceived value. A table summarizes key strategy elements and their consumer-behavioural impact. The paper concludes that while green marketing offers a sustainable approach to influencing consumer behaviour, success depends on authentic implementation, credible messaging and alignment with consumer values. Firms, marketers and policymakers must collaborate to embed green marketing in core business models and consumer decision-making.