IGI Global eBooks, Journal Year: 2024, Volume and Issue: unknown, P. 335 - 366
Published: Sept. 20, 2024
Green marketing is crucial today, promoting sustainable practices and meeting the demand for eco-friendly products. By emphasizing production, it helps companies stand out attract environmentally conscious consumers. This paper provides a framework to understand green marketing, its evolution, impact on consumer cognitive, affective, behavioral factors influencing purchase decisions. It defines explores history, highlighting key milestones. The study reviews nine consumer-level theories in three groups, detailing each theory's relevance marketing. Cognitively, raises awareness perceptions of Affectively, connects with consumers' emotions, fostering positive brand associations. Behaviorally, encourages choosing also discusses future research directions, aiming enhance understanding how influences decisions
Language: Английский