Green Marketing Strategies and Their Impact on Consumer Perception and Eco-Friendly Product Preference

Abstract

This paper explores the relationship between green marketing strategies and their influence on consumer perception and preferences for eco-friendly products. Utilizing a qualitative approach through literature review and library research, the study synthesizes existing scholarly works and theoretical perspectives on the effectiveness of green marketing in shaping consumer attitudes and behaviors. Green marketing strategies, including environmental branding, sustainable product development, and eco-labeling, have become critical in the shift toward more responsible consumerism. The study finds that consumers are increasingly influenced by the environmental commitment of companies, particularly when these efforts are transparently communicated through marketing campaigns. The literature suggests that consumer perception plays a pivotal role in determining the success of eco-friendly products, as positive perceptions enhance trust and increase the likelihood of purchasing decisions. Moreover, the study highlights that while green marketing fosters awareness and preference for eco-friendly products, the gap between consumer intent and actual purchase behavior remains a challenge. This paper contributes to the existing body of knowledge by providing a comprehensive review of the strategies that impact consumer preferences in the context of sustainable consumption, emphasizing the role of effective communication in achieving consumer engagement. Future research is recommended to explore how cultural and demographic factors further moderate this relationship.