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Abstract
Consumption patterns have changed, as a result of environmental consciousness; predominantly in emerging nations, eco-friendly products are increasingly getting popular. Therefore, companies need to use green marketing to associate their products with customers' environmental concerns. This approach can abate product environmental impact, influence consumer perception and exploit consumer adoption of sustainability products. Green marketing can affect buying behaviour and attitudes toward eco-friendly products, despite the contexts are economic conditions and cultural difference. Therefore, the influence of green marketing strategy on consumer perception and adoption of eco-friendly products needs to be examined in emerging markets and a framework for assessing marketing strategy and consumer environmental consciousness is provided.
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