Sustainable Marketing Practices and Their Role in Shaping Green Consumer Behaviour

Authors: Dr. Akash Mittal, Bharati Vidyapeeth’s

Certificate: View Certificate

Abstract

Sustainable marketing has emerged as a strategic imperative for organizations seeking to align business objectives with environmental and social responsibility while responding to the growing demand for eco-conscious consumption. This study examines the role of sustainable marketing practices in shaping green consumer behaviour by analyzing how environmentally responsible product design, green pricing, sustainable distribution, and ethical promotional strategies influence consumer attitudes, purchase intentions, and loyalty toward green products. Drawing upon established theoretical frameworks such as the Theory of Planned Behavior and stakeholder theory, the paper highlights the mechanisms through which sustainability-oriented marketing initiatives foster environmental awareness, trust, and perceived value among consumers. The study emphasizes that transparent communication, credible eco-labels, and consistent sustainability claims significantly enhance consumer confidence and reduce skepticism related to greenwashing. Furthermore, it explores the moderating influence of demographic and psychographic factors, including environmental concern, income level, and lifestyle orientation, on green purchasing decisions. The findings underscore that sustainable marketing practices not only encourage responsible consumption patterns but also contribute to long-term brand equity and competitive advantage. Overall, the study provides valuable insights for marketers and policymakers aiming to promote sustainable consumption and strengthen the adoption of green products in contemporary markets.

Introduction

In recent years, growing environmental degradation, climate change concerns, and heightened public awareness of sustainability issues have significantly transformed consumer expectations and market dynamics. As a result, organizations are increasingly integrating sustainability into their marketing strategies to respond to regulatory pressures, stakeholder demands, and the ethical responsibility of minimizing environmental impact. Sustainable marketing practices extend beyond traditional profit-oriented approaches by emphasizing long-term value creation through environmentally responsible products, transparent communication, ethical sourcing, and socially conscious business conduct. These practices aim not only to reduce ecological footprints but also to influence consumer attitudes and behaviours toward more sustainable consumption patterns. Green consumer behaviour, characterized by preferences for eco-friendly products, responsible purchasing decisions, and post-consumption environmental responsibility, has emerged as a critical area of study in marketing and consumer research. However, despite rising environmental awareness, a notable gap often exists between consumers’ positive attitudes toward sustainability and their actual purchasing behaviour, highlighting the need for effective marketing interventions. Sustainable marketing plays a crucial role in bridging this gap by shaping perceptions, building trust, and reducing information asymmetry through credible sustainability claims, eco-labels, and consistent brand actions. Moreover, advancements in digital media and social platforms have amplified the reach and influence of green marketing communications, enabling firms to engage consumers more interactively and transparently. Understanding how sustainable marketing practices influence green consumer behaviour is therefore essential for firms seeking competitive advantage while contributing to sustainable development goals. This study situates sustainable marketing as a strategic tool that not only encourages environmentally responsible consumption but also fosters long-term consumer–brand relationships grounded in trust, authenticity, and shared environmental values.