Socio-Environmental Management: Green Marketing and its Contributions to Sustainable Consumption

Abstract

Objective: The objective of this research was to investigate the contributions of green marketing to sustainable consumption, analyzing how this approach can influence consumer behavior and promote more responsible business practices. Methodology: The research was carried out through a bibliographic review, involving the critical analysis of already published studies on green marketing and sustainable consumption. Academic databases such as SciELO, Google Academic and Scopus were used to collect relevant articles, books and theses. The analysis of the collected data was conducted through the content analysis technique, which allowed to identify significant themes and patterns. Results and Data Analysis: The results show that green marketing plays a crucial role in consumer education, promoting awareness about sustainable choices. Furthermore, the research showed that this approach stimulates innovation in products and processes, creating competitive differentials for companies. However, the phenomenon of greenwashing represents a challenge, emphasizing the importance of authenticity in green marketing practices. Companies that implement genuine sustainable marketing strategies tend to strengthen consumer loyalty and create a positive impact on the consumer culture. Concluding Considerations: The research concludes that green marketing is an essential tool to foster sustainable consumption, promoting cultural change and encouraging responsible business practices. Collaboration between businesses, consumers and governments is key to building a more sustainable future, reinforcing that sustainability must be integrated into operations and business models.