Green Marketing and Consumer Intention Toward Sustainable Choices

DOI

10.2991/978-2-38476-533-1_37How to use a DOI?

Keywords

Green Marketing; Consumer Purchase Intention; Eco-Labelling; Green Branding; Environmental Awareness; Sustainability

Abstract

The rising global concern over climate change and resource depletion has made sustainability a central theme in both policy and business. Green marketing, a strategy that promotes environmentally responsible products and practices, has gained momentum as firms seek to align with consumer values. This study examines how four critical components of green marketing—green advertising, eco-labelling, green branding, and environmental awareness—shape consumer purchase intention in the Indian context, with primary data collected from 60 respondents in Guwahati, Assam. The research adopts a descriptive and quantitative design, employing structured questionnaires and regression analysis to investigate relationships between green marketing variables and consumer behaviour. Findings reveal that while awareness of eco-labelling and advertising exists, their statistical influence on purchase intention is minimal. In contrast, green branding and environmental awareness significantly drive consumer purchase decisions, with environmental awareness accounting for the strongest explanatory power. The overall model explains 28% of the variation in purchase intention, indicating the partial yet meaningful role of green marketing in influencing sustainable consumer behaviour. The study highlights the necessity of authentic communication, consumer education, and strategic branding in fostering green consumption. It provides insights for businesses, policymakers, and educators to strengthen green initiatives and demonstrates the evolving nature of consumer expectations in emerging markets like India.

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  - Suvodeep Datta
AU  - Kalyani Gohain
AU  - Nibir Pratim Choudhury
PY  - 2025
DA  - 2025/12/31
TI  - Green Marketing and Consumer Intention Toward Sustainable Choices
BT  - Proceedings of the International Conference on Smart Systems and Social Management (ICSSSM-2 2025)
PB  - Atlantis Press
SP  - 643
EP  - 654
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-533-1_37
DO  - 10.2991/978-2-38476-533-1_37
ID  - Datta2025
ER  -