Analyzing the Effect of Eco-Friendly Branding on Consumer Purchasing Decisions on Sustainability in Marketing using Data Analytics

Background: Consumer buying behaviour is increasingly influenced by eco-friendly branding, thus sustainable practices are starting to take front stage in contemporary marketing plans. Companies under increased demand to link their brands with sustainable ideas as consumers become more conscious of the effects they have on the environment. Contribution: This study investigates how environmentally friendly branding influences purchasing decisions keeping customer attitudes as well as behaviour changes in mind. Findings: A comprehensive survey was given to 1,500 persons total throughout the duration of the research and statistical analysis was done with assistance from a simulation tool in order to evaluate changes in consumer sentiment and purchase behaviour. Results: Based on the findings, 48 percent of the participants were ready to pay extra for environmentally friendly products and 72 percent showed an increased tendency to buy from companies deemed to be such. Moreover, sixty-four percent of respondents claimed that environmental regulations greatly affected their brand loyalty. These findings emphasise the significance of adding sustainability into marketing plans to establish confidence in a company and to establish long-term ties with contented consumers.