The Impact of Green Marketing and Environmental Awareness on Consumers’ Conscious Consumption of Green Products

Abstract

In today's continuous volatile dynamic environment, this study has examined empirically
how environmental awareness and green marketing have an important role in forming the consumers' conscious and green attitude towards buying behavior of green products. A cross- sectional survey was designed, and convenience sampling was used. The relation between environmental awareness and green marketing has been tested for causality using statistical interference. The model is tested based on the online survey results of 26 individual customers from Lahore Pakistan by using SPSS. Five-point Likert scale was used to measure the constructs of environmental awareness, green marketing, and conscious-green consumers buying intention of green products. The findings of the research illustrate that environmental awareness and green marketing both influences customers buying behavior towards conscious and purchasing green products. The key findings of this research show a positive relationship between environmental awareness and green marketing. This study conveys important implications for organizations. Companies that influence their consumers to buy their products must market themselves as green. Green marketing campaigns by the companies can inspire millions of people, especially those living in developing countries like Pakistan to be environmentally conscious and vice versa. Environmentally conscious people can be triggered by green marketing communications to have purchase intention of green products. The shift of consumers being conscious and having an intention towards Purchasing Green products, especially after Covid 19 in developing countries makes this study an important one.