Impact of Green Marketing on Consumer Buying Behaviour: An Empirical Study

Driven by growing environmental concerns, organizations are adopting green marketing strategies to foster sustainable business practices. This study utilizes Structural Equation Modeling (SEM) on a synthetic dataset of 300 respondents to analyze how environmental awareness, green advertising, eco-labeling, perceived green quality, and green trust influence consumer buying behavior. The measurement model demonstrated strong reliability and validity, while the structural model explained substantial variance in buying behavior (R^2 = 0.716). All five factors positively and significantly impacted consumer decisions, with Green Trust (beta = 0.302$) emerging as the strongest predictor, followed closely by Perceived Green Quality (beta = 0.281).