CONSUMER PERCEPTIONS OF GREEN MARKETING AND ITS INFLUENCE ON PURCHASE DECISIONS

Abstract

This study explores consumer perceptions of green marketing and its influence on purchase decisions. As environmental concerns rise, companies increasingly adopt sustainable practices and promote eco-friendly products. This research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to assess consumer awareness, attitudes, and behaviors regarding green marketing initiatives. Findings reveal that consumers exhibit a positive perception of green marketing, associating it with product quality and ethical responsibility. However, barriers such as skepticism about green claims and price sensitivity were identified, impacting purchasing decisions. The results indicate that while green marketing can significantly influence consumer behavior, effective communication and transparency are essential for fostering trust and driving sustainable consumption.