A study on Sustainable Marketing Practices: The Impact of Green Branding on Consumer Buying Behaviour

Abstract This study examines the impact of green branding on consumer purchasing behavior in the context of sustainable marketing practices. With the rise of eco-friendly issues, businesses are increasingly tracking environment friendly strategies and promoting sustainable products. Green branding is categorized by the integration of the environmental benefits of product messaging, and has attracted significant attention from both marketers and consumers. This study focuses on factors such as consumer perception, trust, perceived value, and environmentally friendly branding that influence consumer environment and purchasing decisions. Through a survey of consumers from various demographic backgrounds, this study identifies key drivers that motivate environmentally friendly purchasing decisions. The results show that positive green branding not only improves the brand's reputation, but also improves consumer loyalty and willingness to pay premiums for eco-friendly products. This paper close by highlighting the importance of transparent marketing communications and the growing role of sustainability in modern consumer behavior.