GREEN MARKETING AND ITS IMPACT ON SUSTAINABLE CONSUMPTION

The purpose of this study is to analyze how green marketing affects consumers' purchasing decisions and which factors promote the growth of sustainable consumption. Today, the issues of 'green' business and sustainable development have become increasingly relevant due to climate change, environmental challenges, and the rise of consumer awareness. Green business not only contributes to economic sustainability but also plays a key role in environmental protection, aligning with global development trends. Sustainable consumption has become a major trend in the marketplace. Consumers, governments, and organizations are aligning around sustainability principles, promoting responsible consumption and production. Green marketing, as a strategic tool, helps shape consumer behavior by raising awareness, educating consumers, and encouraging the selection of sustainable products.