International Journal of Green Management and Business Studies
Vol.4 No.1 June 2024
DOI https://www.doi.org/10.56830/IJGMBS06202405
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Abstract
In the framework of strategic green marketing, this study investigates consumer perceptions and preferences for sustainable products. The rising adoption of social responsibility and stakeholder theory by corporations necessitates a critical assessment of how these sustainable practices affect corporate profitability. Prior studies have mostly ignored the connection between sustainable business practices and customer interests as well as how these practices affect corporate success in favor of concentrating on the financial elements of sustainable business practices. Several businesses have begun to connect sustainability and green marketing initiatives in the past few years, realizing the value of efficient marketing strategies. Corporate social responsibility, or CSR, has become more popular as a result of consumers’ increased knowledge of environmental, health, safety, and social issues. According to strategic green marketing, companies that practice social responsibility may expect to be successful in the marketplace and be rewarded with positive consumer preferences. As a result, more businesses are implementing green marketing strategies as ethical behavior emerges as a new business trend that has broad public support.
Keywords: Strategic green marketing, consumer perceptions, consumer preferences, sustainable products, social responsibility theory
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