ARCHIVES
VOL. 10, ISSUE 1 (2024)
Sustainable branding and effective green marketing
Authors
Payal
Abstract
This study highlights the increasing importance of environmental
sustainability on the global political agenda, driving innovation and a surge
in companies developing green products. Understanding the characteristics,
pricing factors, and consumer willingness for these products, along with
effective Green Marketing strategies, is crucial for companies. Findings
emphasize the changing definition of Green Marketing with the growing
significance of environmental sustainability and the importance of brand
positioning over product positioning. The study underscores the variety of
green products, consumer willingness to pay a premium for eco-friendly
attributes, and the pivotal role of closed-loop supply chains, reverse
logistics, advertisement content, and ecolabels. critical factors influencing
consumer behaviour. This study mainly aimed to explore the impact of Green
Marketing on consumer behaviour. A need
for companies to enhance communication about their green initiatives and make
products that are green products and healthy for our health. Additionally, that
also indicates that factors such as price and quality play significant roles in
influencing consumer behaviour alongside environmental considerations.
Download
Pages:14-15
How to cite this article:
Payal "Sustainable branding and effective green marketing". International Journal of Commerce and Management Research, Vol 10, Issue 1, 2024, Pages 14-15
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.