Vol. 6, Issue 2, Part E (2024)

Sustainability and green marketing have become increasingly important topics in consumer behavior research, as consumers are becoming more aware of environmental issues and are seeking environmentally friendly products and brands. This study explores consumer perceptions and behavior towards sustainability and green marketing, aiming to understand the factors that influence consumer decision-making in this context.
The research utilises a blend of methods, incorporating in-depth interviews along with surveys to collect data from a wide-ranging group of consumers. The findings reveal several key insights into consumer perceptions and behaviour. Firstly, consumers have a positive attitude towards green products, viewing them as healthier, safer, and more socially responsible. However, there is also scepticism towards green marketing claims, with consumers valuing authenticity and transparency in green marketing efforts. Secondly, the study finds that peer influence and social norms play a significant role in shaping consumer behaviour towards sustainability. Consumers are more likely to adopt sustainable practices if they see others in their social circle doing the same. This highlights the importance of social influence in promoting sustainability. Lastly, the study identifies several barriers to sustainable consumption, including higher prices, limited availability of green products, and lack of information about sustainable options. Overcoming these barriers requires addressing consumer concerns and providing tangible benefits of choosing green products. Overall, this study contributes to the understanding of consumer perceptions and behavior towards sustainability and green marketing. The findings have implications for marketers and policymakers seeking to promote sustainable consumption and drive positive environmental change.