Identification of Push and Pull Factors in Decision-Making while Purchasing Green Products through Digital Marketing

Abstract: The study of the green consumer and green purchases is of growing interest, both from an academic point of view and from the point of view of companies and governments. Even if a single definition of green consumers cannot be provided, most researchers refer to them as consumers whose consumption is meaningly determined by their concerns for the environment and society. These consumers trust that by purchasing organic products, they can have an impact on the environment and pay to its protection. A product can be measured "green" if it is both maintainable and designed to minimize the negative effects it has on the environment during its entire life cycle, including when it is no longer in use. In the case of push marketing, you need to know who your would-be customers are and what their hesitations might be before buying your product or service. You also need to know what daily issues they may be witnessing that only your business can solve. On the other hand, pull marketing is more about understanding what your current customers want to hear. You may already have a customer base, and they keep on buying your products or services. You then have to ask yourself what will get them to buy more. You may also consider what might entice them to recommend your business to everyone they meet. In terms of digital marketing, there are actual ways to help you, as a business, imagine and understand who your customers are. There are even online tools, such as keyword research or analytics that give you all the information you need to understand your market. Be sure to look into these tools or consult a digital marketing agency. Understanding why consumers buy green is important for both companies and policymakers. For example, to minimize the production of non-eco-friendly goods and services, governments have established an agenda of laws and measures to regulate production and consumption. Keywords: Green FMCG Products, Push and Pull Strategy, Digital Marketing