THE ROLES OF GREEN MARKETING IN CONSUMER DECISIONMAKING

*Monika  G K
BBA student, St. Anthony’s College, (Formerly known as Darshan College), R V College post, Mysore Road, Kengeri,
Bangalore – 560098; Email : zurainibanu@gmail.com

 Zuraini Banu
BBA student, St. Anthony’s College, (Formerly known as Darshan College), R V College post, Mysore Road, Kengeri, Bangalore – 560098; Email: monikayadav2586@gmail.com

  Abstract

“Green marketing, which emphasizes environmentally-friendly products and sustainable business practice, has gained significant attention as consumer awareness of ecological issues increases. Green marketing refers to the promotion of products or services based on their environmental benefits. It involves creating and advertising goods that are environmentally friendly, sustainably sourced, or have minimal negative impact on the planet. This study explores the role green marketing plays in shaping consumer decision-making, examining how factors such as eco labelling, sustainable packaging behaviours. Green marketing ideas come to light because of association’s advantages in climate. This study helps to identify the products that are environmentally friendly and to improve the buying goal of green items. By understanding the impact of green marketing strategies, business can better align their offerings with the values of environmentally conscious consumers, and also improve brand loyalty and driving sustainable market growth. This research contributes to the understanding of green marketing influence on consumer decision making, providing valuable insights for marketers, seeking to promote sustainable consumption practices. This study concludes by reinforcing the significance of green marketing and its impact on consumer decisions.

Key words: Green marketing, consumer decision making, sustainability, environmental awareness.

Citation of this paper: K, M. G., & Banu, Z. (2025). The roles of green marketing in consumer decision making. VLEARNY Journal of Business, 2(1), 18–23. https://doi.org/10.5281/zenodo.14873884

References:

https://www.internationaljournalssrg.org/IJEMS/2014/Volume1-Issue2/IJEMS-V1I2P101.pdf
https://www.researchgate.net/publication/360860457_Green_Marketing_Advantages_and_Challenges_of_Adopted_green_in_Busines
https://testbook.com/ugc-net-commerce/green-market

VLEARNY Journal of Business
2 (1) 2025, 18-23, https://vlearny.com/journal/
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