Green Marketing and Sustainability Policies: Impact on Consumer Behaviour in Developed and Developing Nations

DOI

10.2991/978-94-6463-758-8_208How to use a DOI?

Keywords

Green Marketing; Consumer Behaviour; Sustainability Policies

Abstract

This study examines the impact of corporate green marketing initiatives and government sustainability policies on consumer behaviour across three countries: the United States, Germany, and Indonesia, over the period 2014–2023. Using a quantitative approach, including descriptive statistics, ANOVA, and regression analysis, the findings reveal that green marketing efforts significantly increase consumer awareness of sustainability, particularly in developed nations. Government policies, such as carbon emission reduction and renewable energy incentives, further strengthen the relationship between green marketing and consumer behaviour. However, the effectiveness of these initiatives varies significantly between developed and developing countries. Consumers in developed nations, such as the United States and Germany, exhibit higher awareness of sustainability issues compared to those in Indonesia. These results underscore the importance of adapting green marketing strategies to local contexts and enhancing government policies to accelerate sustainability adoption in developing economies. The study also highlights the need for future research to explore consumer motivations and barriers to sustainable consumption, especially in emerging markets.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Muh Nur Ihwan Natsir
PY  - 2025
DA  - 2025/07/30
TI  - Green Marketing and Sustainability Policies: Impact on Consumer Behaviour in Developed and Developing Nations
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 2586
EP  - 2595
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_208
DO  - 10.2991/978-94-6463-758-8_208
ID  - Natsir2025
ER  -