The Effectiveness of Green Marketing Campaigns on Eco-Conscious Consumer Behaviour
Keywords:
Green marketing, eco-conscious behaviour, sustainability, consumer attitude, greenwashingAbstract
Purpose: This study investigates the impact and effectiveness of green marketing initiatives in shaping eco-conscious consumer behaviour. It aims to understand how green marketing components, such as eco-labelling, sustainable packaging, product innovation, and credible communication, affect consumers’ environmental attitudes, purchase intentions, and actual buying decisions. Methodology: The research adopts a systematic literature synthesis approach, reviewing and analysing scholarly studies published. It examines theoretical and empirical contributions addressing the relationship between green marketing strategies and consumer response, with particular attention to factors influencing message credibility, trust, and perceived product value. Findings: The review reveals that green marketing campaigns can effectively encourage sustainable consumption when they are perceived as authentic, transparent, and consistent with corporate environmental values. However, effectiveness diminishes when consumers perceive greenwashing or when price and performance expectations outweigh environmental claims. Implications: The findings underscore the need for marketers to design evidence-based, transparent, and value-driven green communication strategies. For practitioners, aligning sustainability messages with organizational practices enhances trust and long-term brand loyalty. For scholars, the study identifies research gaps concerning behavioural outcomes, digital engagement, and cross-cultural variations in green marketing effectiveness. Originality: By synthesizing contemporary research, this paper offers a comprehensive understanding of how green marketing influences eco-conscious consumer behaviour. It contributes to the growing discourse on sustainable marketing by integrating theoretical insights with practical implications for authenticity, trust, and strategic environmental positioning.
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