EXPLORING THE IMPACT OF SUSTAINABLE MARKETING STRATEGIES ON CONSUMER BEHAVIOR

Submitted: January 9, 2024, Revised: January 20, 2024, Accepted: January 25, 2024 https://doi.org/10.56815/IJMRR.V3.I1.2024/1-7

Abstract

The paper unfolds in several sections, commencing with an introduction that establishes the significance of understanding the impact of sustainable marketing. It navigates through the evolution of green marketing, delineating historical milestones and the contemporary shift towards sustainability. Key components of sustainable marketing strategies, including eco-friendly product development, transparency, ethical business practices, and corporate social responsibility initiatives, are dissected with reference to recent literature. The subsequent section analyzes the effects of sustainable marketing on consumer behavior, exploring heightened consumer awareness, the influence on purchasing decisions, and the establishment of brand loyalty through sustainability initiatives. Challenges and opportunities in the realm of sustainable marketing are then scrutinized, addressing issues such as green washing concerns and opportunities for businesses to align with consumer values. Moving to the Indian context, the case studies section investigates successful sustainable marketing campaigns in India, offering insights into lessons learned from both successes and failures. The paper concludes by projecting future trends in green marketing, emphasizing the evolving landscape and the anticipated continued demand for sustainable products and services.