Green Marketing: Do Eco-Friendly Products Influence Customer Choices?

Abstract

Environmental challenges including climate change, pollution, and resource depletion have received international attention in recent decades.  In response, both consumers and companies have redirected their attention to sustainability.  This has resulted in the growth of "green marketing," which entails promoting products or services for their environmental advantages.  Companies increasingly aspire not simply to sell products, but also to lessen their environmental impact.  As customers become more environmentally sensitive, green marketing has grown from a niche approach to a mainstream technique.  The combination of environmental responsibility and consumerism represents a fundamental shift in global corporate operations.  Companies that adopt these principles not only generate trust, but also gain a competitive advantage, contributing to a more sustainable global economy.