Green Marketing Strategies and Consumer Purchase Behaviour Across Eco-Friendly Product Categories: Insights from an Emerging Economy
DOI:
https://doi.org/10.66635/rew31338Keywords:
Green Marketing Strategies, Eco-Friendly Products, Emerging Economy, Consumer Behaviour, Environmental Awareness, Product Quality Perception, Sustainable ConsumptionAbstract
The study aims to explore the differential impact of green marketing strategies on consumer purchase behavior in the context of an emerging Indian economy within four product categories (organic food, green electronics, sustainable apparel and eco-friendly personal care). The study adopted the quantitative survey method of research with a sample of 200 consumers. The results suggest that awareness of the environment has little impact on willingness to pay, while the perceived quality and price of the product determine purchasing behavior. Results of statistical analysis reveal that the relationship between environmental concern and payment intention is weak, which means that other marketing tactics like pricing and promotion are also important. The findings complement the existing literature on sustainable marketing by focussing on an under-researched aspect of product-specific consumer responses in the emerging markets. In practice, improving the perceived quality of the product, overcoming the affordability issues and implementing awareness campaigns highlighting the personal benefits in addition to sustainability. The study adds to the academic literature in terms of highlighting the intention–behaviour gap of green consumption and offering some practical suggestions for firms aiming to encourage sustainable consumption in developing economies.
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