The Impact of Green Marketing on Consumer Behavior in Retail Industry

Abstract

Currently, numerous companies incorporate environmental concerns into their marketing strategies, a practice commonly referred to as Green Marketing. This approach reflects a growing awareness of environmental issues within markets. As a result, many companies are opting for green marketing strategies, recognizing the potential for increased sales. Through Green Marketing, companies must compete and demonstrate that their products are manufactured following environmentally conscious practices and are safe for use. In a similar manner to other companies in the retail industry, businesses can enhance their brand image by offering environmentally friendly products and services. By adopting green marketing strategies, they can appeal to consumers who prioritize sustainability and create a positive perception of their brand. This approach allows retailers to align with the growing demand for eco-friendly options and contribute to a more sustainable future.