International Journal on Science and Technology

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Understanding Consumer Awareness of Green Marketing and Its Influence on Green Product Purchase Behavior

Author(s) Ms. Staliba Y P, Ms. Dr. A Savitha A
Country India
Abstract In recent years, environmental concerns and sustainability challenges have significantly influenced consumer behavior and corporate strategies. Green marketing has emerged as a vital approach for organizations aiming to align their offerings with eco-friendly practices while meeting the growing expectations of environmentally conscious consumers. This theoretical article explores the concept of consumer awareness toward green marketing and its influence on the purchasing behavior of green products. Drawing on established theories such as the Theory of Planned Behavior, Value-Belief-Norm Theory, and Consumer Decision-Making Models, the study synthesizes existing literature to understand how awareness shapes attitudes, intentions, and actual purchasing behavior. The article also examines key factors influencing awareness, including environmental knowledge, eco-labeling, advertising, and socio-demographic characteristics. Furthermore, it discusses the barriers that hinder the translation of awareness into actual purchase behavior, such as price sensitivity, skepticism, and lack of trust. The findings highlight that while consumer awareness plays a critical role in shaping green purchase intentions, its impact is mediated by psychological, social, and economic factors. The study concludes by providing theoretical and managerial implications, emphasizing the need for transparent communication, consumer education, and policy support to enhance the effectiveness of green marketing strategies.
Keywords Green marketing, consumer awareness, sustainable consumption, green products, purchase behavior
Field Business Administration
Published In Volume 17, Issue 2, April-June 2026
Published On 2026-04-07
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