Analysis finds green marketing affects purchase intentions in consumers, highlighting sustainability's importance.
Environmental consciousness has emerged as a pivotal factor influencing contemporary consumer behavior, fundamentally reshaping how brands approach marketing strategies and consumers make purchasing decisions. This study examines the relationship between green marketing initiatives and consumer purchase intentions, with particular focus on the mediating role of environmental consciousness in driving sustainable buying behavior. Through analysis of recent data from 2020-2023, this research reveals that 78% of consumers consider sustainability important, with 62% actively seeking eco-friendly products
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Jain et al. (2024) studied this question.
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