Green Marketing and Behavioral Finance's Effects on Online Consumer behavior

This study investigates how behavioral finance and green marketing interact to influence online shoppers' purchasing decisions. With its emphasis on sustainability and environmental friendliness, green marketing has emerged as a crucial difference in cutthroat marketplaces. Behavioral finance, on the other hand, explores the psychological factors that influence online shopping, such as social proof, impulsive selling, and FOMO. Although customers show a considerable interest in green products, many still place a higher value on cost and convenience, according to the research, which surveyed 50 respondents from a variety of backgrounds. Sustainability was more popular among younger customers, and social and emotional cues had a big impact on buying decisions. In order to increase effect and trust, the study suggests that companies should integrate psychological marketing techniques with sustainability.