Sustainable Marketing Strategies: A study on the Effectiveness of Green Marketing Initiatives in Promoting Sustainable Consumption

Abstract

The purpose of this research is to analyse the efficacy of green marketing activities in encouraging sustainable consumption and to investigate sustainable marketing methods. Businesses are beginning to include "green marketing" activities into their overall marketing strategy in order to attract customers who are environmentally sensitive as sustainability becomes an increasingly significant factor in consumer decision-making. The purpose of this research is to evaluate the influence that these activities have had on the behaviour of consumers and to establish the degree to which different sustainable marketing methods are successful. The investigation will make use of a variety of research approaches, including qualitative and quantitative approaches, such as questionnaires, interviews, and examinations of various advertising campaigns. The outcomes of this research will contribute to a greater understanding of the role that green marketing plays in encouraging sustainable consumption and will give companies with insights that will help them design successful sustainable marketing strategies.