ARCHIVES
VOL. 8, ISSUE 1 (2026)
Effects of green marketing on consumer purchase decisions
Authors
Dr. Nagaraju R C
Abstract
The purpose of this study is to provide data
regarding how green marketing affects consumers' purchase decisions. The
environment and environmental issues are first discussed, which is one of the
reasons green marketing came into being. Next, the ideas of green marketing and
green consumers are clarified. The literature study was then carried out in
conjunction with the hypothesis that was formed, and studies that had been done
on this topic up to that point were mentioned. Additionally, a statistical evaluation
of the questionnaire findings from 350 Istanbul customers is presented in the
final section. The analysis's findings indicate that customers' green
purchasing behaviors are positively impacted by environmental knowledge, green
product characteristics, green marketing initiatives, and green pricing. The
model is somewhat impacted by demographic traits.
Download
Pages:19-23
How to cite this article:
Dr. Nagaraju R C "Effects of green marketing on consumer purchase decisions". International Journal of Finance and Commerce, Vol 8, Issue 1, 2026, Pages 19-23
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.