Paper Contents
Abstract
This research examines consumer perception and adoption of eco-friendly products within the realm of green marketing strategies. By integrating environmental psychology, consumer behaviour, and marketing concepts, the study uses a theoretical framework based on the theory of planned behaviour and the value-belief-norm theory. Findings indicate that despite positive attitudes towards eco-friendly products, actual adoption rates are lower than anticipated. Key adoption drivers include eco-labeling, product information, and price sensitivity, with social norms significantly influencing green purchase behaviour. The research provides valuable insights for marketers, highlighting the importance of clear and credible eco-labeling, transparent product information, and strategic pricing in promoting sustainable consumption. Additionally, it emphasizes the role of social norms in shaping green purchase decisions, suggesting potential avenues for social marketing campaigns. This study contributes to the sustainability discourse by shedding light on the challenges consumers face in aligning their values with their purchasing behaviour. Overall, it advances green marketing by integrating established theories with contemporary consumer behaviour trends, offering actionable insights for academics and practitioners in sustainablemarketing.
Copyright
Copyright © 2025 Ms. Vaishali Saxena. This is an open access article distributed under the Creative Commons Attribution License.
