Abstract:

Green marketing is increasingly important as consumers grow more aware of brands, quality, and environmental concerns, leading to more eco-friendly behaviour. This study examines the impact of green marketing on consumer buying behaviour. The objectives are to analyse customer awareness of green marketing, evaluate the influence of green marketing tools, and assess their relationship with purchasing decisions. Primary data were collected through a structured questionnaire. Descriptive statistics indicate a high level of awareness and positive inclination toward eco-friendly products, with mean values of 4.02 (customer awareness), 3.91 (green marketing tools), and 4.01 (consumer buying behaviour). Regression analysis reveals that green marketing variables significantly influence consumer buying behaviour, with an R² value of 0.589, explaining 58.9% of the variance. ANOVA results confirm the statistical significance of the model (p< 0.05). Furthermore, both customer awareness and green marketing tools show a positive impact, with green marketing tools exerting a stronger influence. Correlation analysis also indicates a strong positive relationship among the variables. The study concludes that green marketing significantly shapes consumer preferences and promotes sustainable consumption. Organisations should strengthen green marketing strategies to enhance awareness and encourage eco-friendly purchasing behaviour.

Keywords:

Green Marketing, Consumer Buying Behaviour, Customer Awareness, Sustainable Consumption, Regression Analysis

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Methods