Sustainability Marketing and Green Consumer Behaviour: A Study of Emerging Markets

In today’s business environment, companies are increasingly adopting sustainability marketing practices to attract environmentally conscious consumers. However, despite its growing importance, several challenges limit its effectiveness. Many organizations face difficulties in communicating their sustainability efforts clearly to customers. Issues such as greenwashing, limited consumer awareness, high pricing of eco-friendly products, and inconsistency between environmental claims and actual practices continue to create barriers in building trust. It examines how eco-friendly packaging influences customer interest and purchase decisions. The research also looks into the role of green advertising and brand communication in shaping customer awareness and engagement. In addition, it explores how ethical sourcing practices contribute to customer trust and impact buying behaviour. The study aims to understand what customers expect from sustainable products and the reasons behind their choices. A descriptive research design was adopted for this study. Primary data was collected from employees using a structured questionnaire, while secondary data was gathered from company records, journals, magazines, and relevant websites. Convenience sampling was used, and the sample size consisted of 120 respondents. Consumers show a clear preference for products that offer eco-friendly packaging, ethical sourcing, and transparent green communication. The use of recyclable, biodegradable, and reusable packaging materials positively affects customer perception and purchase decisions. Moreover, consistent and honest communication about sustainability practices helps strengthen brand image and customer loyalty. In conclusion, the study highlights that integrating sustainable practices into product development, marketing strategies, and communication efforts is essential for building long-term consumer trust and loyalty. Companies that align their environmental initiatives with customer expectations are more likely to succeed in the competitive market while also contributing to environmental sustainability.