A demographic analysis of understanding the role of green marketing on purchase intention

Abstract

Green marketing has emerged as a crucial marketing strategy for companies looking to position themselves as socially responsible and environmentally friendly. One of the key benefits of green marketing is its ability to build brand trust and brand loyalty. By promoting sustainable products or services, companies can establish a positive image and demonstrate their commitment to sustainability, which can increase consumer trust. Additionally, green marketing can appeal to environmentally conscious consumers, who are more likely to remain loyal to brands that share their values. However, companies must ensure that their green marketing claims are accurate and credible, as consumers are becoming increasingly sceptical of green washing. By being transparent and honest about their sustainability efforts, companies can build genuine trust and loyalty with their customers.