Influence of Green Marketing on Consumer Behavior: A Realistic Study on Bangladesh

Abstract

This study aims at looking into consumer perception towards green values created by the green marketing efforts by the promoters and its impact on their purchasing behavior of ecofriendly sustainable products. This study also highlights the resolution of the efforts set by marketers in promoting green brand awareness in the consumer’s mind relative to the non-green products. It further highlights the consumer perception and the impact of green marketing communication to see how consumers are influenced to opt for green products. The study includes the result of a consumer product and green marketing survey using a questionnaire devised by the authors on the basis of several types of research carried in the field. This study holds that despite there is a lot of scope in Bangladeshi market for green products to be utilized more within consumer groups that have pro-environmental preferences, green product marketing communication isn’t revealing enough to consumers. The study urges that the greater use of marketing and brands to promote and sell products that are environmentally favorable and function effectively.