Green Marketing Attitude

As environmental concerns continue to rise, businesses are increasingly adopting green marketing strategies to align with the values of environmentally conscious consumers. This research explores consumer attitudes toward green marketing and examines the factors influencing their purchasing behaviour. The study investigates how awareness, trust, and perceived effectiveness of green marketing messages contribute to shaping positive attitudes. Through a mixed-method approach, the paper analyses survey data and case studies to understand how demographic and psychographic variables impact consumer responses to eco-friendly initiatives. The findings suggest that while many consumers express strong support for sustainability, their actual buying decisions are often influenced by price, convenience, and the credibility of green claims. This highlights the gap between environmental awareness and action, commonly referred to as the attitude-behaviour gap. The paper concludes by offering practical recommendations for marketers to enhance consumer engagement by building transparency, authenticity, and emotional connection in their green messaging. This research contributes to the growing body of knowledge on sustainable marketing practices and provides insights for both academic and business communities.