Impact of Green Marketing on Consumer Trust and Buying Behavior
DOI:
https://doi.org/10.31305/rrijm.2024.v09.n10.027Keywords:
green marketing, consumer trust, purchasing behavior, environmental responsibility, marketing strategyAbstract
In the present times, due to increasing environmental challenges and climate change, consumers have become increasingly interested in sustainable and eco-friendly products. In this context, green marketing has not only become a strategic tool, but it is also proving to be helpful in building brand image, earning consumer trust and influencing buying behavior in a positive direction. This research paper presents a detailed analysis of how companies attract consumers by portraying their products as environmentally friendly through green marketing and to what extent these claims are genuine. The study has made it clear that consumers attach great importance to the transparency and authenticity of green claims. If companies resort to only superficial 'green washing', then consumer trust declines, which adversely affects their buying behavior. In the research, by analyzing the data of various scholarly studies, reports and consumer behavior, it was concluded that an effective green marketing strategy requires product quality, certification, transparency and ethical business conduct. This research helps companies, marketers and policy makers understand how implementing green marketing can strengthen consumer trust and promote positive purchase decisions to achieve long-term competitive advantage.
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