Evaluating the Role of Green Marketing in Shaping Sustainable Consumer Behaviour

With rising environmental concerns and increasing awareness among consumers, green marketing has become a powerful tool for businesses aiming to align with sustainability goals. This study investigates the impact of green marketing strategies on consumer purchase behavior, with a focus on factors such as eco-friendly packaging, organic product composition, and environmentally responsible branding. The objective of the research was to analyse how much green marketing influences buying decisions, and whether consumers are willing to pay extra for environmentally safe products. The study followed a descriptive research design and used a structured questionnaire to gather primary data from 200 respondents of varying demographics. Data analysis revealed that a significant portion of consumers are aware of green marketing, and many are positively influenced by sustainable branding efforts. The findings also highlight that while consumers prefer eco-friendly products, factors like pricing and brand trust play a crucial role in their final decisions. This study concludes that green marketing has a notable effect on shaping sustainable consumer behavior, especially among younger and more educated segments of the population