The Role of Green Marketing in Shaping Consumer Behavior and Brand Equity

AbstractIn recent years, environmental sustainability has become a major focus for businesses and consumers alike. Green marketing, which emphasizes environmentally friendly products and sustainable business practices, has emerged as a key strategy in influencing consumer behavior and strengthening brand equity. This research paper explores the relationship between green marketing initiatives, consumer purchasing behavior, and brand equity. It investigates how eco-friendly marketing strategies impact consumer trust, loyalty, and brand perception. The findings reveal that effective green marketing enhances brand reputation, builds consumer confidence, and fosters long-term customer relationships, provided that companies maintain authenticity and transparency in their environmental claims.