Green Marketing Tools and Consumer Behavior: Exploring the Influence of Eco-Brands and Environmental Advertising on Purchasing Decisions

Abstract

The objective of this research is to delve into the efficacy of green marketing tools in shaping consumer purchasing decisions regarding products and services. Green marketing, a concept aimed at promoting environmentally friendly offerings, emerges as a response to the imperative of environmental conservation. Within this framework, the marketing department endeavors to engage with consumers effectively, ensuring alignment with their preferences and values. Central to the green marketing activities under examination in this study are eco-brands and environmental advertising. These strategic initiatives play a pivotal role in influencing consumer intentions towards the procurement of green products and services. Through an empirical investigation, the study establishes a significant relationship between eco-brands, eco-advertising, and consumers' propensity to opt for environmentally sustainable alternatives. Furthermore, the study explores the potential moderating influence of emotions on the aforementioned relationships. However, the analysis reveals that emotions do not exert a significant moderating effect on the associations under scrutiny. The findings of this research hold considerable implications for marketing managers, offering valuable insights into the development or refinement of marketing strategies. By integrating green elements into their approaches, marketers can effectively raise awareness and foster consumer engagement with environmental concerns. In essence, this study serves as a foundational resource for marketing practitioners, empowering them to navigate the evolving landscape of consumer preferences and societal expectations while advancing sustainability objectives.