SUSTAINABLE MARKETING PRACTICES: INVESTIGATING CONSUMER PERCEPTIONS AND SOCIETAL IMPACT
DOI:
https://doi.org/10.59415/mjacs.378Keywords:
green products; consumer awareness; environment; sustainability; price concernAbstract
Green marketing initiatives have become increasingly prevalent as businesses strive to meet consumer demand for environmentally sustainable products and practices. This study aims to explore the multidimensional customer profile in the context of green marketing, to identify and dissect the myriad factors that shape customer preferences towards purchasing green products and aims to investigate the customer perceptions regarding green marketing initiatives and their impact on societal wellness. As the green movement has been expanding rapidly in the world, many companies have accepted their responsibility to protect our environment. More companies introduce green products, and it helps to change the polluted world, “Go Green” because they realize that they can reduce pollution and increase profits at the same time. It looks into the customer perception on green marketing in promoting societal wellness.
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