GREEN MARKETING AND CONSUMER BUYING BEHAVIOUR: ASSESSING THE ROLE OF ECONOMIC INFLATION IN DEVELOPING ECONOMIES

ABSTRACT: The growing adoption of environmentally friendly products and increasing economic pressures have made it important to understand how green marketing influences consumer buying behaviour in developing economies. This study examined the influence of green marketing on consumer buying behaviour and assessed the moderating role of economic inflation. Employing a cross-sectional survey design, data were collected from consumers in selected developing economies using a structured questionnaire titled Green Marketing, Consumer Buying Behaviour and Inflation Questionnaire (GMCBIQ). The instrument was validated by experts in marketing and consumer behaviour, while its reliability was assessed using Cronbach’s Alpha. Data were analysed using descriptive statistics, correlation and hierarchical multiple regression at a 0.05 level of significance. Findings revealed that green marketing significantly influences consumer buying behaviour. The study also found that economic inflation significantly influences consumers’ buying behaviour towards green products. Furthermore, inflation significantly moderates the relationship between green marketing and consumer buying behaviour, with increasing inflation weakening the positive influence of green marketing on consumer purchasing. The study concludes that while green marketing can encourage sustainable consumer behaviour, its effectiveness is influenced by prevailing economic conditions. It recommends that organisations adopt affordable green pricing strategies, emphasise the long-term economic benefits of green products and develop marketing approaches that reflect consumers’ purchasing power during periods of inflation. Keywords: Green Marketing, Consumer Buying Behaviour, Economic Inflation, Green Products, Developing Economies, Consumer Behaviour.