The impact of green marketing on sustainable consumption behavior

Abstract

A significant role of contemporary companies is the responsibility to educate and inform customers, because a high level of environmental knowledge is connected with successful implementation of sustainable consumption patterns. A change toward more sustainable consumption includes changes of the drivers that influence consumer behavior. Green marketing is one of the most significant activities of companies which can influence real consumption behavior. Therefore, there is a need to indicate the most significant drivers that influence sustainable consumption and green purchase motivation. Green marketing tools change perception and awareness of green products, consequently guiding consumer into more sustainable consumption. The aim of the study is to examine the influence of eco-labeling, green advertising and green product quality, on consumer environmental awareness and sustainable consumption behavior. The study attempts to explore the consumers’ perception of green marketing and measure the correlation between consumer purchase behavior and green marketing tools. The results of the study confirm that using green marketing tools supports green consumption, increases consumers’ knowledge and awareness connected with environmental and social problems, as well as enhances acceptance level of sustainable consumption patterns and green product purchase. The study provides new insights into determinants of sustainable consumption and indicates the impact of consumers’ personal values on intentions, behavior, and consumption experience.