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This research examines how green marketing influences consumer perceptions of sustainable products.

March 15, 2026Open Access

Analysing The Green Marketing In Shaping Consumer Perception Towards Sustainable Products

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Analysis shows green marketing enhances consumer perception of sustainable products, indicating the role of brand credibility and ethical practices.

This research examines how green marketing influences consumer perceptions of sustainable products.
Analysis of existing literature
Exploration of consumer perception theory and signaling theory
Evaluation of green marketing strategies such as eco-labels and green advertising
Effective green marketing improves perceived product quality and brand credibility
Misleading environmental claims lead to increased consumer skepticism
Genuine commitment to sustainability enhances long-term consumer relationships

Harshini et al. (2026) studied this question.

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Analysis shows green marketing enhances consumer perception of sustainable products, indicating the role of brand credibility and ethical practices.