The Impact of Consumer Awareness on Sustainable Product Innovation and Green Marketing Strategies

This research investigates the impact of consumer awareness on sustainable product innovation and green marketing strategies. As environmental concerns gain prominence, consumers increasingly seek eco-friendly products, prompting businesses to adapt their marketing approaches. This study aims to analyse how heightened consumer awareness impacts the adoption of sustainable innovations and the effectiveness of green marketing initiatives. By examining consumer behaviour trends and their influence on purchasing decisions, the research highlights the critical role of informed consumers in driving market demand for sustainable products.