In recent years, the retail sector has experienced a paradigm shift as sustainability and digitalization reshape consumer expectations. Green marketing, characterized as the intentional promotion of eco-friendly products and activities, has emerged as a pivotal influence on consumer knowledge and behavior. The digital age has enhanced the prominence of sustainable activities through social media, e-commerce platforms, and eco-labeling, transforming consumer engagement with retail businesses. This article theoretically analyzes the influence of green marketing on customer awareness within the retail sector, emphasizing mechanisms such as eco-label credibility, transparent supply chain communication, and digital advertising. The study consolidates research from 1995 to 2022, emphasizing the influence of trust, affordability, and value alignment on customer behavior. Research indicates that although consumer knowledge of eco-friendly projects is rising, suspicion about greenwashing, price sensitivity, and the digital divide continue to pose significant hurdles. The study indicates that successful green marketing necessitates the convergence of transparency, affordability, regulatory compliance, and consumer education to achieve sustainable retail growth in the digital age.
Neeta Rathod (Sun,) studied this question.