Analysing The Green Marketing In Shaping Consumer Perception Towards Sustainable Products

Authors: Dr. S.V. Harshini, S. Mohammed Rashik

Abstract: The growing awareness of environmental degradation, climate change, and resource depletion has significantly transformed consumer expectations and market dynamics. As sustainability becomes a central concern, green marketing has emerged as a strategic approach enabling firms to align environmental responsibility with consumer value creation. This study explores the role of green marketing in shaping consumer perception towards sustainable products. Drawing upon consumer perception theory, signaling theory, and attitude–behavior frameworks, the study explains how eco-labels, green advertising, sustainable packaging, and corporate environmental responsibility influence consumer beliefs, trust, and purchase intentions. Findings from existing literature indicate that effective green marketing enhances perceived product quality, brand credibility, and emotional attachment, while misleading or exaggerated environmental claims increase consumer skepticism and resistance. The study emphasizes that green marketing must go beyond promotional messaging and reflect genuine organizational commitment to sustainability. By adopting transparent communication and ethical practices, firms can strengthen long-term consumer relationships and contribute to sustainable consumption patterns.