The Impact of Green Marketing Strategies on Consumer Purchase Intention of Green Product

As environmental awareness grows worldwide, both consumers and businesses are becoming more conscious of sustainability. This study explores how green marketing strategies influence consumers' intentions to buy eco-friendly products. Companies today are adopting various green practices—such as eco-labeling, sustainable packaging, green advertising, and fair pricing—to appeal to environmentally aware customers. The research aims to understand how these strategies shape consumer trust, perception, and willingness to purchase green products. Using survey data and quantitative analysis, the study examines the strength of the relationship between different aspects of green marketing and consumers' buying intentions. The results reveal that honest, transparent, and credible green marketing practices can significantly improve consumer attitudes and encourage eco-friendly purchasing behavior. The paper also highlights ongoing challenges like greenwashing and the need for greater consumer awareness.