THE IMPACT OF GREEN MARKETING STRATEGIES ON CONSUMERS’ PURCHASING INTENTION
Abstract
Environmental issues such as climate change, pollution, and natural resource depletion have heightened consumer awareness about sustainable consumption worldwide. As a result, consumers are increasingly seeking products and brands that demonstrate eco-friendly values. Green marketing—marketing that emphasizes environmentally conscious product design, sustainable production processes, and green promotional strategies—has emerged as a critical tool for businesses aiming to align with this growing segment of environmentally aware consumers.
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