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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67673
Volume:
10 |
10 |
Oct 2026
Pages:
1-7
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Commerce
V.S.S.D. PG College, Chhatrapati Sahu Ji Maharaj University, Kanpur.
Department of Commerce
V.S.S.D. PG College, Chhatrapati Sahu Ji Maharaj University, Kanpur.
The global environmental landscape has undergone significant transformation as a direct consequence of human activities, particularly rapid industrialization and unrestrained resource consumption. Environmental degradation now directly impacts fundamental human necessities, including access to clean water, fresh air, and uncontaminated agricultural yields. Consequently, the long-term sustainability of human life and organizational ecosystems is increasingly endangered. This research paper aims to provide systematic, scholarly, and theoretical insights into the multi-faceted dynamics of green marketing, consumer behavior, and sustainable development. As ecological preservation becomes a paramount worldwide priority, commercial enterprises are progressively adopting comprehensive green marketing strategies to mitigate environmental concerns and align with modern stakeholder expectations. Within modern corporate governance, a well-articulated green strategy operates as a core structural component that complements broader asset management, operational planning, and value-creation processes. By synthesizing multi-disciplinary theoretical perspectives—including the Theory of Planned Behaviour and Value-Belief-Norm Theory—this study examines the structural mechanisms through which green marketing techniques influence consumer perception and adoption of eco-friendly offerings. The findings highlight the persistent existence of an attitude-behavior gap among consumers and emphasize the pivotal roles played by transparent eco-labeling, information disclosure, competitive pricing, and social reference groups in fostering sustainable consumption.
KEYWORDS
Adopting green marketing practices within core corporate strategy is an ethical responsibility, an environmental imperative, and a major source of competitive advantage. Commercial enterprises must look past surface-level green promotional claims and build genuinely sustainable, transparent operations. To bridge the attitude-behavior gap and accelerate eco-friendly product adoption, corporate leaders should implement the following strategic steps: 1. Secure Verified Eco-Certifications: Partner with independent, recognized third-party agencies to validate product sustainability claims and mitigate consumer skepticism. 2. Emphasize Personal Benefits Alongside Eco-Impact: Highlight health advantages, product safety, and superior build quality directly alongside environmental conservation claims. 3. Leverage Social Proof and Reference Groups: Utilize community networks and digital channels to activate normative influences and encourage widespread peer adoption. 4. Communicate Life-Cycle Economic Savings: Educate price-sensitive buyers on total long-term savings (e.g., energy efficiency and durability) to contextualize upfront cost premiums.
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Publication Date
10/6/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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