Marketing Research of Consumer Behavior in a Green Economy

Abstract

With growing interest in environmental sustainability and green consumerism, marketing strategies must evolve to meet changing consumer preferences and expectations. This article is a marketing research aimed at studying consumer behavior in a green economy. We analyze the main factors influencing consumer decisions regarding the purchase of environmentally sustainable goods and services and also consider the influence of marketing strategies on shaping their preferences. Through a synthesis of existing literature and empirical evidence, we identify key trends and challenges facing companies as they seek to adapt their marketing approaches to the demands of the green economy. Our findings have important implications for developing effective sustainable marketing strategies and enhancing market competitiveness, given the growing importance of environmental aspects in consumer decision making.