Green Marketing Strategies: Assessing Consumer Perceptionsand Preferences towards Sustainable Products and Brands

This study explores the impact of green marketing strategies on consumer perceptions and preferences toward sustainable products and brands. Using a mixed-method approach, the research combines a literature review, survey analysis, and expert interviews to examine key factors influencing consumer behavior, including eco-labeling, pricing, and corporate transparency. Findings highlight that while consumers support sustainability, barriers such as high costs and skepticism toward green claims persist. The study provides insights into effective green marketing practices that enhance consumer trust and promote sustainable purchasing behavior.