INVESTIGATING THE ROLE OF GREEN MARKETING IN CONSUMER DECISION-MAKING PROCESSES
Keywords:
Green marketing, consumer decision-making, sustainability, perceived environmental valueAbstract
Background
The growing awareness of environmental issues has prompted both businesses and consumers to adopt more sustainable practices. As a result, green marketing has emerged as a critical strategy for companies to not only showcase their commitment to sustainability but also cater to a market segment increasingly concerned with environmental preservation. The role of green marketing in shaping consumer decision-making processes has been a subject of interest, particularly regarding how various elements, such as trust in environmental claims, perceived environmental value, and consumer awareness, influence purchasing behavior. With the rise of greenwashing concerns and the need for businesses to differentiate themselves, understanding how consumers perceive and engage with green products is essential.
Aims
This study aims to explore the role of green marketing in shaping consumer decision-making. It specifically focuses on assessing consumer awareness of green marketing, investigating the influence of trust in environmental claims on purchasing behavior, examining the perceived environmental value of green products, and identifying factors that drive or hinder consumer engagement with such products. The goal is to provide actionable recommendations for businesses to improve their green marketing strategies and build consumer loyalty.
Research Method
A mixed-method approach was used, combining both quantitative and qualitative techniques. A survey was conducted across diverse demographics to gather data on consumer awareness, trust in environmental claims, and perceptions of green products. Interviews with a smaller group of respondents provided deeper insights into consumer attitudes and factors influencing their decisions. The data was analyzed using statistical methods and thematic analysis to uncover trends and consumer perceptions.
Results and Conclusion
The study found that consumer awareness of green marketing is high, especially among younger, more educated groups, though awareness varies across demographics. Trust in green marketing claims was critical, with consumers showing more trust in products with third-party certifications and clear impact reporting. Despite positive perceptions of green products' environmental value, challenges such as greenwashing and price sensitivity hinder broader engagement. The research concludes that businesses must prioritize authenticity, transparency, and education to effectively engage consumers and promote sustainable purchasing behavior.
Contribution
This research contributes valuable insights into how green marketing affects consumer decisions. It emphasizes the need for clear communication and consumer trust in effective green marketing strategies. The findings provide practical recommendations for businesses to enhance their environmental claims and foster loyalty, while also informing policymakers on how to encourage sustainable consumption patterns.
Downloads
References
Aripin, Z., Yuliaty, F., & Haryaman, A. (2024). COLLABORATIVE STRATEGIES IN INNOVATION: CALCULATING STRATEGIC DIVIDEND AND TRANSACTIONAL EFFICIENCY FOR ORGANIZATIONAL GROWTH. KRIEZ ACADEMY: Journal of development and community service, 1(4), 11-22.
Bučo, N. (2024). Content marketing in the digital sphere (Doctoral dissertation, [N. Bučo]).
Carranza, R., Zollo, L., Díaz, E., & Faraoni, M. (2023). Solving the luxury fashion and sustainable development “oxymoron”: A cross‐cultural analysis of green luxury consumption enablers and disablers. Business Strategy and the Environment, 32(4), 2399-2419.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., & Sharipudin, M. N. S. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of retailing and consumer services, 61, 102574.
Cheung, M. L., Ting, H., Cheah, J. H., & Sharipudin, M. N. S. (2021). Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit. Journal of Product & Brand Management, 30(1), 28-43.
FOUROOZESH, L. (2022). AN INVESTIGATION OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CONSUMERS PURCHASE INTENTION: EXAMINING THE ROLE OF BRAND EQUITY, RELATIONSHIP EQUITY, AND BRAND TRUST IN S-COMMERCE (Master's thesis).
Guttena, R. K., Wu, C. H. J., & Atmaja, F. T. (2024). The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model. Journal of Product & Brand Management, 33(2), 220-233.
Hamzah, Z. L., Abdul Wahab, H., & Waqas, M. (2021). Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts. Journal of Research in Interactive Marketing, 15(2), 336-358.
He, A. Z., Cai, Y., Cai, L., & Zhang, Y. (2021). Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes. Journal of Research in Interactive Marketing, 15(3), 419-440.
Jiang, Y., Cheng, B., & Han, C. (2022). IMPACT OF CONTENT MARKETING ON CONSUMER LOYALTY ON CROSS-BORDER E-COMMERCE IMPORT PLATFORMS. Transformations in Business & Economics, 21(3).
Julaeha, L. S. (2024). The Role of Content Marketing in Brand Loyalty: An Empirical Analysis. Master Manajemen, 2(2), 117-132.
Ma, J., Hong, J., Yoo, B., & Yang, J. (2021). The effect of religious commitment and global identity on purchase intention of luxury fashion products: a cross-cultural study. Journal of Business Research, 137, 244-254.
Nie, C., & Wang, T. (2021). How global brands incorporate local cultural elements to improve brand evaluations: A perspective on cultural mixing. International Marketing Review, 38(1), 163-183.
Safeer, A. A., Chen, Y., Abrar, M., Kumar, N., & Razzaq, A. (2022). Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective. Asia Pacific Journal of Marketing and Logistics, 34(7), 1524-1543.
Shivajirao, S. K. D. M. P., & Verma, R. (2022). Examining the Impact of Storytelling in Content Marketing on Consumer Engagement and Brand Loyalty. African Diaspora Journal of Mathematics ISSN: 1539-854X, Multidisciplinary UGC CARE GROUP I, 25(6), 121-130.
Sobouti, H., & Karimi Alavijeh, M. R. Brand Relationship Quality Through Social Media Marketing, Digital Content Marketing, and Emotional Customer Engagement. Digital Content Marketing, and Emotional Customer Engagement.
Trkulja, Ž. M., Dlačić, J., & Primorac, D. (2023). Exploring the Importance of Consumer Engagement for Successful Sports Club Projects.
Wei, X., Chen, H., Ramirez, A., Jeon, Y., & Sun, Y. (2022). Influencers as endorsers and followers as consumers: exploring the role of parasocial relationship, congruence, and followers’ identifications on consumer–brand engagement. Journal of Interactive Advertising, 22(3), 269-288.
Wibowo, S. E., Aksenta, A., & Hartanto, S. (2024). The Strategic Role Of Brand Storytelling In Enhancing Marketing Management And Brand Awareness On Social Media Platforms. Jurnal Multidisiplin Sahombu, 4(02), 343-348.
Zahoor, N., Khan, Z., Arslan, A., Khan, H., & Tarba, S. Y. (2022). International open innovation and international market success: an empirical study of emerging market small and medium-sized enterprises. International Marketing Review, 39(3), 755-782.
Zhang, C., & Han, B. (2024). How perceived brand localness affects purchase intentions: Examining the role of brand authenticity. Journal of Global Scholars of Marketing Science, 1-22.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Adang Haryaman, Nyom Ayu Amrita (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
