AWARENESS OF ECO-FRIENDLY PRODUCTS AND ITS EFFECT ON BUYING BEHAVIOR

Abstract

The way that consumers think about the environment is changing dramatically in themodern period, which encourages manufacturers to find new ways of doing business thatare friendlier to the environment. This will lead toa brighter future for the generationswho have not yet been born. The purpose of thisstudywas to investigate the ways inwhich green marketing practisesimplemented by a variety of companies have an impactontheenvironmentalbeliefsandpractisesheldbycustomers,aswellashowthesepractises shape consumer behaviour. This research also attempts to find the outcomes ofenvironmentalconsciousnessinthemindsofconsumers,specificallywhetherornotconsumers acknowledge their role towards the maintenance of a sustainable environment.In addition to this, it places an emphasis on the perspective of consumers as well as theeffect of green marketing communications and promotions, with the goal of determininghowandwhat influencescustomerstochoose environmentallyfriendlyproductsandservices rather than conventionalones.