International Journal of Law and Business Studies (IJLBS)

Green Marketing and Consumer Behaviour: Emerging Trends in Sustainable Business Practices

This is a review paper that dwells upon the fact that the relationship between green marketing and consumer behaviour focuses on the movement toward sustainable business practises. It integrates the available literature to learn the relationship that exists between green marketing strategies and consumer attitudes, purchase intentions, and brand loyalty. The review indicates that increased environmental consciousness and preferences in ethical consumption patterns have compelled businesses to embrace environmentally friendly marketing, sustainable packaging, and open communication. Among the main tendencies, one will single out the emergence of digital green marketing, the incorporation of ESG principles, and the implementation of the models of the circular economy. Nevertheless, the literature also demonstrates that there are still certain issues including greenwashing, high cost of products, and the attitude-behaviour gap in the consumers. The article concludes that new studies need to revolve around cross-cultural investigation, digital revolution in green marketing, and the effects of long-term behaviour to enhance the relationship between sustainability and consumer decision-making.