STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS' BUYING BEHAVIOR

Diwakar Singh

doi:10.17261/Pressacademia.2026.2051

STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS' BUYING BEHAVIOR

Abstract

Purpose- This paper explores the evolution and strategic role of green marketing in shaping sustainable business practices and influencing consumer buying behavior. It aims to align green marketing with corporate strategies, identify key factors driving green purchase intentions, and explore the persistent intention-behavior gap. It also integrates insights on consumer behavior, governance structures, regulatory influences, and technological shifts to develop a holistic understanding of sustainability-driven marketing strategies. The study highlights challenges and opportunities in implementing effective green marketing approaches for long-term sustainability and competitive advantage. Methodology- Peer-reviewed literature on green marketing was studied, synthesizing findings from multiple studies across industries. The methodological approach emphasized green marketing communication, eco-innovation, circular economy marketing, and green marketing orientation. Both empirical and theoretical studies examining green marketing and consumer purchasing behavior were included directly. Findings- The findings indicate that green marketing significantly influences consumer purchasing decisions, particularly when supported by clear eco-labeling, transparent communication, and tailored promotional strategies. Factors such as price, quality, convenience, environmental awareness, and demographic variables shape consumer behavior. Eco-innovation, circular economy practices, and integrated marketing mixes enhance brand value and competitiveness. However, challenges such as high costs, regulatory fragmentation, and the gap between consumer intention and actual behavior persist. Strong governance, adaptive strategies, and effective stakeholder engagement are critical for success. Conclusion- Green marketing has evolved from a promotional tool to a strategic necessity for sustainable development. Its successful implementation requires integration across organizational functions, alignment with consumer values, and support from policy frameworks. Businesses that embed sustainability into core strategies can enhance trust, profitability, and long-term competitiveness while contributing to environmental transformation.

Keywords

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Details

Primary Language

English

Subjects

Consumer Behaviour

Journal Section

Research Article

Authors

Diwakar Singh
0000-0003-3002-2270
United States

Publication Date

June 30, 2026

Submission Date

June 11, 2026

Acceptance Date

June 30, 2026

Published in Issue

Year 2026 Volume: 13 Number: 1

DOI

https://doi.org/10.17261/Pressacademia.2026.2051

IZ

https://izlik.org/JA23LE95GZ

Cite

RIS / Bibtex

APA

Singh, D. (2026). STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS’ BUYING BEHAVIOR. Journal of Management Marketing and Logistics, 13(1), 22-33. https://doi.org/10.17261/Pressacademia.2026.2051

AMA

1.Singh D. STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS’ BUYING BEHAVIOR. JMML. 2026;13(1):22-33. doi:10.17261/Pressacademia.2026.2051

Chicago

Singh, Diwakar. 2026. “STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS’ BUYING BEHAVIOR”. Journal of Management Marketing and Logistics 13 (1): 22-33. https://doi.org/10.17261/Pressacademia.2026.2051.

EndNote

Singh D (June 1, 2026) STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS’ BUYING BEHAVIOR. Journal of Management Marketing and Logistics 13 1 22–33.

IEEE

[1]D. Singh, “STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS’ BUYING BEHAVIOR”, JMML, vol. 13, no. 1, pp. 22–33, June 2026, doi: 10.17261/Pressacademia.2026.2051.

ISNAD

Singh, Diwakar. “STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS’ BUYING BEHAVIOR”. Journal of Management Marketing and Logistics 13/1 (June 1, 2026): 22-33. https://doi.org/10.17261/Pressacademia.2026.2051.

JAMA

1.Singh D. STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS’ BUYING BEHAVIOR. JMML. 2026;13:22–33.

MLA

Singh, Diwakar. “STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS’ BUYING BEHAVIOR”. Journal of Management Marketing and Logistics, vol. 13, no. 1, June 2026, pp. 22-33, doi:10.17261/Pressacademia.2026.2051.

Vancouver

1.Diwakar Singh. STRATEGIC INTEGRATION OF GREEN MARKETING AND ITS IMPACT ON CONSUMERS’ BUYING BEHAVIOR. JMML. 2026 Jun. 1;13(1):22-33. doi:10.17261/Pressacademia.2026.2051