Tuijin Jishu/Journal of Propulsion Technology

ISSN: 1001-4055
Vol. 44 No. 4 (2023)
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Green Marketing and Its Influence on Consumer

Purchasing Behaviour
[1]
Ms. Rajeswari.K, [2] Dr. R. V. Suganya
[1]
Research Scholar (Part Time)
Vels Institute of Science Technology and Advanced Studies
[2]
Assistant Professor
Department of Commerce
Assistant Director – Academic Courses (UGC)
Vels Institute of Science Technology and Advanced Studies

E-mail: [email protected]
*Corresponding Author [email protected]

Abstract:
As global environmental concerns continue to mount, businesses have increasingly turned to green marketing
strategies to align with consumer demand for eco-friendly products and services. This study examines the
intricate relationship between green marketing and consumer purchasing behavior, shedding light on the
factors influencing environmentally-conscious consumer choices.
The research explores the multifaceted dynamics of green marketing, considering various elements such as
environmental messaging, sustainability labels, product design, and corporate social responsibility. It
investigates how these factors impact consumer perceptions, attitudes, and behaviors toward green products,
while also addressing the prevalence of green washing in the marketplace.
Through a comprehensive review of existing literature and empirical studies, this research delves into the
complexities of consumer decision-making processes in the context of green marketing. It examines the role
of personal values, social influences, cultural factors, and trust in shaping consumer responses to
sustainability-oriented marketing efforts.
The study also highlights the long-term implications of green marketing, focusing on consumer loyalty to
green brands and sustained environmentally responsible purchasing behavior. It emphasizes the potential for
green marketing to drive lasting positive changes in consumer behavior and contribute to the broader
sustainability agenda.
Furthermore, the research considers the ethical and policy dimensions of green marketing, emphasizing the
importance of transparent and responsible marketing practices. It discusses the role of government regulations
and educational initiatives in fostering a marketplace where green marketing aligns with genuine
environmental commitments.
In an era marked by increasing environmental awareness and calls for sustainability, understanding how green
marketing influences consumer choices is not only of academic interest but also holds significant practical
implications for businesses, policymakers, and consumers themselves. This study provides valuable insights
into the evolving landscape of green marketing and its transformative potential in promoting sustainable
consumption patterns.

1. Introduction
Green marketing is the marketing of products which are eco-friendly and environmentally safe. green
marketing refers to the process of selling products and services based on the strength of their environmental
benefits such a product or service may be eco-friendly itself or produced or packaged in an environmental
friendly way. Green marketing involves developing and promoting products and services which satisfy
customers wants and needs for quality performance affordable pricing and convenience - all without causing a
detrimental impact on the environment. It refers to holistic marketing concept with growing awareness about the
implications of global warming non-biodegradable solid waste, harmful impact of pollutants etc. The other
name of green marketing is environmental marketing, ecological marketing, eco -friendly marketing and
sustainable marketing consumers are beginning to recognize that competition in the market place should not be
among companies harming the environment but among those making to save it. People are concerned about the

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environment and are changing their behavior pattern so, as to be less hostile towards it. Green marketing relates
to the activities of selling products and/or services with greater focus on the environmental sustainability. Such
products or services may be produced or processed in an eco-friendly manner as follows:
● Manufactured by sustainable fashion
● Abstinence from use of hazardous materials or ozone-depleting substances.
● Designed to be repairable or reusable and not "throw away".
Green marketing is practiced by companies that are committed toward sustainable development and
corporate social responsibility. Many organizations are striving to implement sustainable environmental oriented
business practices. Eco-friendly products could be manufactured according to the consumer preferences and also
minimize the costs, including packaging, transportation, energy/water usage, etc While globalization process
continues in the full speed across the worlds, this process has also brought some problems with it. Leading one
of these problems is environmental problems that affect all living beings negatively. These aforementioned
environmental problems have started to come to the agenda more and more on the recent years and people have
started worries about the future of the world and as result of this mostly prefer environmental friendly products.
In returns to these attitudes of the consumers, companies have started to from of their marketing strategies so as
to appeal increasing awareness of this environment-friendliness. These marketing strategies, named as green
marketing, have caused companies to adopt green policies in their pricing, promotion, product features and
distribution activities

2. Conceptual Model Of The Study

Green Advertising

Green Branding

Eco - labelling
Consumer Buying
Behavior
Green Price

Green Promotion

Environmental
Knowledge

3. Review Of Literature
According to (Grillo, Tokarczyk, & Hansen, 2008). Advertising through various media has a major
role in communication and creation of awareness about environmental topics in general public and encourages
demand for green products in the market.
Fowler and Close (2012) defined green advertising as a type of advertising that “explicitly or
implicitly promotes an awareness of environmental issues and/or suggests behaviours useful in minimizing or
correcting these environmental issues”.
Syeda shazia bukhari (2011) describe consumer purchasing behaviour on green marketing
ascompanies need to increase their communication with the customers on going green, and that attributes like
price and quality are more important than “environmental responsibility”

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Bhatia ,mayank jain , amit says that Consumers’ level of awareness about green products found to
behind but at the same time consumers are not aware about green initiatives undertaken by various government
and non-government agencies signifying need for more efforts from organizations in this regard. Newspaper
remains leading source of information
A. Shaji George and A. S. Hovan George (2022) described a brief assessment of environmental
concerns and identifies consumers' green values, their level of awareness of environmental issues, as well as
green environmentally friendly products and practices.
According to Bijit Ghosh (2020) the green purchase intention is increased by the pro-environmental
attitudes, there is a moderating role of price sensitivity in the negative sense. The study has been concluded by
putting forward recommendations for marketers and policymakers regarding forthcoming eco-friendly
campaigns.

4. Research question:
❖ What are the factors that influence the consumer persuasion to buy green products?
❖ What is the relationship between consumer purchasing decision and green marketing?
❖ How was the consumer’s beliefs and attitudes about the green products?

5. Objectives:
❖ To identify the factors that influences the customer persuasion to buy green products.
❖ To establish a relationship between consumer purchasing decision and green marketing.
❖ To understand the Consumer’s beliefs and attitudes about the green products.

6. Statement Of Problem
In recent years, the global shift towards environmental sustainability has led to an increasing emphasis
on green marketing strategies by businesses across industries. Companies are increasingly promoting their
products and services as eco-friendly, aiming to capture environmentally-conscious consumers. However,
despite the growing prevalence of green marketing efforts, there exists a pressing need to comprehensively
understand the complex relationship between green marketing practices and their impact on consumer
purchasing behavior. While previous research has explored aspects of green marketing and its influence on
consumers, several significant gaps and unresolved questions persist:
1. Lack of Understanding of Consumer Motivations: The reasons and underlying factors that make
people choose green brands or goods are still not well understood. A lot of the study that has been
done so far doesn't go deep enough into the psychological, social, and environmental factors that
affect how green consumers act.
2. Looking at How Reliable Green Claims Are: Green washing, the act of tricking people with false
or overblown environmental claims, continues to hurt the credibility of green marketing. A key part
of the problem is finding out how well customers can tell the difference between real environmental
commitments and marketing tricks.
3. Changes in Context and culture Aspects: It is known that consumer behaviour is different in
different culture and demographic settings. There is a need to learn more about how differences in
culture, socioeconomic position, and regions affect the success of green marketing campaigns and
the use of environmentally friendly products.
4. Long-Term Effects and Customer Loyalty: Most studies that have been done so far have only
looked at the short-term effects of green marketing efforts. Not much is known about the long-term
effects on consumers' loyalty to green brands and their continued efforts to buy things that are good
for the earth.
5. New technologies and online channels: The fast growth of digital marketing channels and the use
of technology in green marketing strategies make people wonder how new media platforms and
online ways of communicating affect how people react to eco-friendly goods and messages.

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6. Implications for Policy and Regulation: Green marketing can be greatly affected by government
rules and policies that aim to encourage sustainability. It is important to look into how rules like
eco-labeling and carbon footprint reports affect people's decisions.
Filling in these gaps is important for businesses that want to make green marketing strategies that work,
for policymakers who want to make rules that last, and for customers who want to make smart decisions. The
goal of this study is to fill in these gaps in our knowledge by looking at the link between "green marketing" and
how people buy things in a thorough way. This will help us understand the complex factors that influence
people's choices when they care about the environment.

7. Research Methodology

7.1 Data sources

Data for this study was sourced primarily from surveys that included questions on various aspects.
These questions inquired about the influence of green marketing activities on participants' purchase decisions,
whether they would consider repurchasing, and the extent to which they would be willing to pay extra. In the
majority of questions, a Likert scale was employed for respondents to express their opinions and preferences.

7.2 Research tools:

The data gathered from multiple reliable primary sources underwent a series of statistical analyses for
validation and interpretation. Descriptive statistical methods, including Mean, Standard Deviation, and
Percentiles, were employed to gain insights into the respondents' characteristics as a group. Once collected, the
data was processed using the Statistical Package for Social Sciences (SPSS). The analytical techniques applied
included independent t-tests, multiple regression analysis, and binary logistic regression analysis.

7.3 Sample size:

A random sampling approach was implemented, and a survey was conducted with approximately 282
consumers who reside in Chennai.

7.4 Statistics obtained from data analysis

Data was collected through a questionnaire that utilized a Likert Scale ranging from 1 (indicating
strong agreement) to 5 (indicating strong disagreement). The survey included questions such as whether
participants prefer green products, whether they are willing to pay extra for them, and if their purchasing
decisions are influenced by green marketing efforts. The gathered data was then analyzed using SPSS, with the
results presented in tables. These findings suggest that, despite their environmental consciousness, consumers
continue to prioritize factors like product price and quality over green attributes when making purchasing
decisions. The application of a t-test confirmed the acceptance of the hypothesis.

8. Analysis And Discussion

Table 1: Reliability Statistics

Constructs No. of items Cronbach’s Alpha

Green Advertising 7 0.721
Green Branding 7 0.787
Eco – labelling 7 0.745
Green Price 8 0.769
Green Promotion 5 0.749
Consumer Buying behavior 8 0.823
Environmental Knowledge 8 0.649

Green Advertising (7 items, Cronbach’s Alpha: 0.721) this construct likely assesses the effectiveness or
impact of green or environmentally friendly advertising practices. The Cronbach's Alpha value of 0.721

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suggests that the items within this construct are moderately reliable in measuring this concept. Green Branding
(7 items, Cronbach’s Alpha: 0.787): This construct assesses the influence and perception of green branding
strategies on consumer behavior. The Cronbach's Alpha value of 0.787 indicates a good level of reliability
among the items measuring this construct. Eco-labelling (7 items, Cronbach’s Alpha: 0.745): This construct
likely measures how eco-labeling on products affects consumer choices and perceptions. The Cronbach's Alpha
value of 0.745 suggests a reasonably reliable measurement of this concept. Green Price (8 items, Cronbach’s
Alpha: 0.769) this construct assesses the influence of pricing strategies related to environmentally friendly
products. The Cronbach's Alpha value of 0.769 indicates a good level of reliability in measuring this construct.
Green Promotion (5 items, Cronbach’s Alpha: 0.749) this construct likely measures the effectiveness of
promotional efforts related to green or sustainable products. The Cronbach's Alpha value of 0.749 suggests a
reasonably reliable measurement of this concept. Consumer Buying Behavior (8 items, Cronbach’s Alpha:
0.823) this construct assesses various aspects of consumer behavior related to green or eco-friendly products,
such as purchase intentions, preferences, and choices. The Cronbach's Alpha value of 0.823 indicates a high
level of reliability in measuring this construct. Environmental Knowledge (8 items, Cronbach’s Alpha: 0.649).
This construct likely measures the level of environmental knowledge that respondents possess. The Cronbach's
Alpha value of 0.649 indicates moderate reliability in assessing this concept, although it may benefit from
improvement.

9. Research Hypothesis
H01: Environmental awareness is positively correlated with the purchasing behavior of green products,
and this correlation is statistically significant.
H02: There exists a significant and positive connection between the characteristics of green products
and the buying behavior of green products.
H03: There is an adverse correlation between the cost of green products and the act of purchasing green
products.
H04: A substantial and beneficial association exists between green product promotion and the buying
behavior of green products.

10. Findings And Analysis

Table 2: Demographic Analysis

Factors N %
Gender Male 141 50
Female 141 50
Marital Status Married 143 51
Single 139 49
Age 16-35 Yrs 195 69
36-45 Yrs 62 22
Above 46 Yrs 25 9
Education SSLC 62 22
HSC 96 34
UG 6 2
PG 51 18
Income 10000-20000 87 31
20001-30000 110 39
30001-40000 70 25
40001-50000 34 12
Above 50000 25 9

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An equal number of males and females participated in the survey (50% each). Understanding gender
differences can help in tailoring green marketing strategies to appeal to both genders equally. It's essential to
ensure that messages and products are inclusive and resonate with both male and female consumers. A slightly
higher percentage of respondents are married (51%) compared to single (49%). Green marketing strategies may
consider targeting both married and single individuals, possibly with different approaches. For example, married
individuals might be more interested in environmentally friendly household products, while singles might be
more interested in personal care products. The majority of respondents fall in the 16-35 age group (69%). This
age group is typically considered more environmentally conscious. Green marketing campaigns could focus on
products and messaging that resonate with this age group's values and preferences for sustainable products.
Most respondents have completed HSC (34%) or SSLC (22%). Higher levels of education could be associated
with greater awareness and understanding of environmental issues. Green marketing campaigns might
emphasize the educational aspects of their products to appeal to this segment. The highest income category is
20001-30000 (39%). It's important to consider that higher-income individuals may be more willing to pay a
premium for eco-friendly products. Green marketing strategies might highlight the value and quality of
environmentally friendly products to appeal to this segment. In the context of green marketing and its influence
on consumer behavior, this demographic and socio-economic data could be used to tailor marketing campaigns.
For example, marketing messages and product offerings might be adjusted to align with the preferences and
values of specific demographic groups. Additionally, it may be useful to conduct further research or surveys to
understand how each group perceives and responds to green marketing initiatives to create more effective
strategies.
Table 3: Descriptive Statistics

Constructs Mean Standard Deviation

Green Advertising 3.54 .67213
Green Branding 3.51 .75648
Eco - labelling 3.50 .72386
Green Price 3.47 .76543
Green Promotion 3.42 .71755
Consumer Buying behavior 3.50 .78321
Environmental Knowledge 3.72 .67453

According the table on average, respondents in the survey perceive green advertising positively. The
relatively low standard deviation suggests that there is a moderate level of agreement among respondents about
the effectiveness or appeal of green advertising in influencing consumer behavior. Green advertising may play a
significant role in shaping consumer perceptions and choices related to eco-friendly products. Green branding
which involves portraying a brand as environmentally friendly, also appears to be viewed favorably by the
respondents, with a slightly lower average score compared to green advertising. The higher standard deviation
indicates some variability in respondents' opinions, suggesting that not everyone feels the same way about green
branding efforts. Eco-labeling, which involves using environmental labels or certifications on products, has a
similar average score to green branding. The standard deviation indicates that there is some variation in how
consumers perceive the importance of eco-labeling in influencing their buying behavior. Nevertheless, it
remains a moderately important factor. Green pricing, which may involve offering environmentally friendly
products at competitive prices, has a slightly lower average score compared to the previous constructs. The
higher standard deviation suggests that there is more variability in how consumers perceive the impact of
pricing on their eco-friendly product choices. Green promotion efforts, which could include discounts or
promotions on eco-friendly products, also have a positive but slightly lower average score. The standard
deviation suggests that consumer opinions vary somewhat when it comes to the influence of green promotions.
Consumer buying behavior, in the context of green marketing, receives a moderate average score. The relatively
high standard deviation indicates that there is a fair amount of variability in how consumers' behavior is
influenced by green marketing efforts. This construct likely reflects the overall impact of the aforementioned
factors on actual purchasing decisions. Respondents in the survey appear to have a relatively high level of

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environmental knowledge. This knowledge could positively influence their perceptions and behaviors related to
green marketing. The lower standard deviation suggests that there is more consensus among respondents
regarding their environmental knowledge levels.

Table 4: Regression Analysis

Impact of Green marketing on purchasing behavior
Relationship between green marketing and purchasing behavior of the consumers

Factors Consumer buying behavior

Green Advertising R 0.265
P 0.000
N 282
Green Branding R 0.279
P 0.000
N 282
Eco-Labelling R 0.326
P 0.000
N 282
Green Price R 0.365
P 0.000
N 282
Green Promotion R 0.265
P 0.000
N 282
Environmental Knowledge R 0.237
P 0.000
N 282

From the above table, green advertising, There is a positive correlation (R = 0.265) between green
advertising and consumer buying behavior, indicating that as green advertising efforts increase, consumer
buying behavior tends to become more aligned with environmentally friendly products. The very low p-value (P
= 0.000) suggests that this correlation is statistically significant in the sample of 282 respondents. Similar to
green advertising, green branding also shows a positive correlation (R = 0.279) with consumer buying behavior.
This suggests that consumers tend to favor brands that are perceived as environmentally friendly. The low p-
value (P = 0.000) indicates that this correlation is statistically significant in the sample. Eco-labelling has a
relatively stronger positive correlation (R = 0.326) with consumer buying behavior. This indicates that
consumers are influenced by eco-labels on products when making purchasing decisions. The low p-value (P =
0.000) suggests statistical significance. There is a positive correlation (R = 0.365) between green pricing and
consumer buying behavior. This suggests that consumers are more likely to purchase environmentally friendly
products when they are competitively priced. The low p-value (P = 0.000) indicates statistical significance.
Green promotions also have a positive correlation (R = 0.265) with consumer buying behavior, indicating that
consumers are influenced by promotions and discounts on eco-friendly products. The low p-value (P = 0.000)
signifies statistical significance. There is a positive correlation (R = 0.237) between environmental knowledge
and consumer buying behavior. This suggests that consumers with higher levels of environmental knowledge
are more likely to make eco-conscious purchasing decisions. The low p-value (P = 0.000) indicates statistical
significance.

11. Limitations
Companies are trying to green themselves, and consumers want to associate themselves with those
companies, but there is a lot of ambiguity about whether or not green products can be trusted. The companies
selling eco-friendly goods must be forthright with their customers without compromising legal or ethical

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requirements. The benefits of environment are intangible, indirect, or minor to customers, making it hard to
measure and quantify; the cost savings from recycling are questionable; and green marketing tactics are
expensive and difficult to implement in the short run.

12. Conclusion
Green marketing is no longer a niche strategy but has become a significant force in contemporary
business landscapes. As consumers increasingly prioritize environmental concerns, businesses have recognized
the need to integrate sustainability into their marketing practices. The relationship between green marketing and
consumer behavior is complex and multifaceted. Consumers are influenced by a combination of factors,
including personal values, trust in brands, perceived product quality, and the credibility of environmental
claims. The prevalence of greenwashing highlights the importance of accurate and transparent communication
in green marketing efforts. Consumers' ability to distinguish between genuine eco-friendly products and
deceptive marketing tactics is pivotal in building trust and fostering responsible consumption.
Diverse Consumer Responses: Consumers' responses to green marketing vary across demographics,
cultures, and product categories. Understanding these variations is crucial for businesses to tailor their strategies
effectively. Long-Term Impact: Sustainable consumer behavior is not merely a short-lived trend but has the
potential for long-term impact. Loyalty to green brands and sustained eco-conscious purchasing behavior can be
fostered through consistent and authentic green marketing efforts. Policymakers and regulators play a vital role
in ensuring that green marketing aligns with ethical and environmental standards. Clear regulations can deter
greenwashing and promote responsible marketing practices. Consumer education and awareness campaigns are
essential in enhancing the effectiveness of green marketing. Educated consumers are more likely to make
informed and sustainable choices. The digital age has transformed the landscape of green marketing, with social
media, e-commerce, and online reviews becoming powerful tools in shaping consumer behavior. Marketers
must adapt to these evolving platforms to effectively reach environmentally-conscious consumers.

13. Suggestions For Future Research

1. Sustainability Labels and Consumer Trust: Investigate the impact of different sustainability
labels, certifications, and eco-badges on consumer trust and purchasing decisions. Examine how the
credibility of these labels can be enhanced to combat greenwashing.
2. Consumer Education and Awareness: Explore the effectiveness of educational campaigns and
initiatives in increasing consumer awareness of environmental issues and their influence on green
purchasing behavior. Assess the long-term effects of such campaigns.
3. Cross-Generational Differences: Analyze how different generations (e.g., Baby Boomers,
Millennials, Gen Z) respond to green marketing efforts and whether generational values and
priorities influence eco-conscious consumer behavior.
4. Comparative Analysis of Industry Sectors: Conduct industry-specific studies to compare the
effectiveness of green marketing strategies across sectors, such as fashion, food, technology, and
automotive, to identify sector-specific challenges and opportunities.
5. Digital Marketing and Social Media: Investigate the role of digital marketing channels, social
media influencers, and user-generated content in shaping green consumer behavior. Examine how
the virality of sustainability-related content affects purchasing decisions.
6. Behavioral Economics and Nudge Theory: Apply principles of behavioral economics and nudge
theory to understand how subtle changes in marketing messaging and presentation can encourage
environmentally-friendly choices at the point of purchase.
7. Sustainable Product Design: Study how product design, including factors like recyclability,
reusability, and eco-friendly packaging, influences consumer preferences and purchasing decisions.
8. Environmental Concerns and Well-being: Explore the relationship between consumers' personal
environmental concerns and their overall well-being, including mental health. Assess how
sustainable product choices contribute to a sense of well-being.

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9. Global Perspectives: Compare and contrast the impact of green marketing strategies and consumer
behavior in different regions and countries, considering variations in environmental regulations,
cultural values, and economic conditions.
10. Longitudinal Studies: Conduct longitudinal studies to track changes in consumer behavior over
time in response to evolving green marketing tactics and societal attitudes toward sustainability.
11. Intersectionality and Diversity: Investigate how factors such as race, gender, and income intersect
with green consumer behavior, recognizing that not all individuals have equal access to or
participation in sustainable consumption.
12. Corporate Social Responsibility (CSR) and Green Marketing: Examine the relationship between
a company's broader CSR initiatives and its specific green marketing efforts, and how these
combined efforts impact consumer perceptions and behavior.
These research directions can contribute to a deeper understanding of the complex interplay between
green marketing and consumer purchasing behavior, offering valuable insights for businesses, policymakers,
and marketers aiming to promote sustainability and responsible consumption.

14. Implications For The Study

Businesses can use the insights from the study to develop more effective green marketing strategies that
resonate with environmentally-conscious consumers. Understanding how green marketing influences consumer
behavior can help companies refine their product offerings, packaging, and messaging to align with
sustainability values. Firms that successfully incorporate green marketing into their practices may gain a
competitive edge by appealing to a growing segment of environmentally-aware consumers. Research findings
can help businesses identify niches and opportunities within their industries for green product innovation. The
study's findings can inform educational campaigns and initiatives aimed at increasing consumer awareness of
environmental issues and the importance of sustainable consumption. Consumers may become more discerning
and critical of green marketing claims, fostering transparency and accountability among businesses.
Policymakers can use research results to develop regulations and standards that promote honest and effective
green marketing while discouraging green washing. The study can contribute to evidence-based policymaking in
areas related to sustainability and consumer protection. Effective green marketing can lead to increased demand
for eco-friendly products and services, potentially reducing the environmental footprint of consumer choices.
Understanding how green marketing affects consumer behavior can help in designing more eco-conscious
supply chains. Consumers who make more informed and sustainable choices may experience a sense of well-
being and fulfillment from contributing to environmental conservation. Improved consumer well-being can have
positive societal implications, including potential reductions in stress and anxiety related to environmental
concerns.

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