Impact of Green Marketing on Consumer Behavior

Green marketing promotes eco-friendly products in response to environmental concerns like climate change and global warming. As awareness grows, green consumerism has emerged. This study explores consumer awareness and the impact of green marketing on purchasing behavior in Pokhara, Nepal. Objectives The main purpose of the study is to explore how green marketing influences the consumer attitudes and perception and the impact of green marketing on consumer behavior. Methods The study employed a survey research design with convenience sampling, collecting data from 154 educated professionals aware of environmental issues. Correlation and regression analysis were used to examine the relationship between green marketing and consumer behavior. Results Correlation analysis revealed a positive relationship between consumer behavior and green marketing factors: green branding (r = .168), eco-labeling (r = .336), and product availability (r = .547). The regression model showed a strong overall relationship (R = 0.695), indicating these factors collectively influence eco-friendly consumer choices. Conclusion Green marketing practices-eco-labelling, green branding, and product availability significantly influence consumer behavior. To meet rising sustainability demands, businesses should adopt eco-friendly marketing strategies that build trust, loyalty, and support environmental goals. Implications Based on the study's findings, the following implications are suggested: For Businesses: Focus on better eco-labeling, stronger green branding, and making eco-friendly products more accessible For Researchers: Study how different consumer groups respond to green marketing, conduct long term studies, and explore how green marketing builds consumer trust.