Abstract

Purpose: This research paper aims to investigate the dynamics of consumer perception and adoption of eco-friendly products within the context of green marketing strategies. It delves into the factors influencing consumer choices and evaluates the effectiveness of various eco-marketing approaches in promoting sustainable consumption. Theoretical Framework: The study employs a comprehensive theoretical framework, integrating concepts from environmental psychology, consumer behavior, and marketing. It builds on the theory of planned behavior and the value-belief-norm theory to understand how consumers' attitudes, subjective norms, and perceived behavioral control impact their adoption of eco-friendly products. Findings: The paper presents intriguing findings. It reveals that while consumers generally exhibit positive attitudes towards eco-friendly products, actual adoption rates remain lower than expected. Furthermore, the study identifies key drivers of adoption, such as eco-labeling, product information, and price sensitivity. It also highlights the significance of social norms in shaping green purchase behavior. Research, Practical & Social Implications: The research holds several implications. Firstly, it offers valuable insights for marketers, emphasizing the importance of clear and credible eco-labeling, transparent product information, and pricing strategies in promoting sustainable consumption. Secondly, it underscores the role of social norms in influencing green purchase decisions, suggesting potential avenues for social marketing campaigns. Lastly, it contributes to the broader discourse on sustainability by shedding light on the challenges consumers face when attempting to align their values with their purchasing behavior. Originality/Value: This research makes a significant contribution to the field of green marketing by combining established theories with current consumer behavior trends. Its mixed-methods approach provides a rich and nuanced understanding of the complex factors influencing eco-friendly product adoption. The findings offer practical guidance for businesses and policymakers seeking to promote sustainable consumption.