IMPACT OF CLIMATE CHANGE AWARENESS ON CONSUMER PREFERENCES: A THEORETICAL ANALYSIS OF ECO-FRIENDLY MARKETING
DOI:
https://doi.org/10.29121/shodhkosh.v5.i5.2024.3778Keywords:
Climate Change Awareness, Consumer Preferences, Eco-Friendly Marketing, Green Marketing, Corporate Social Responsibility (CSR), Sustainable Branding, GreenwashingAbstract [English]
In the face of growing climate change awareness, consumer preferences are increasingly shifting toward eco-friendly products and services. This paper presents a theoretical analysis of how environmental consciousness impacts consumer behaviour and shapes the demand for sustainable alternatives. Drawing upon established consumer behaviour models and marketing theories, the paper examines the role of eco-friendly marketing strategies in influencing purchasing decisions. The analysis explores the effectiveness of green marketing, corporate social responsibility (CSR), and sustainability branding in meeting consumer expectations while highlighting the potential challenges, such as greenwashing and price sensitivity. The paper offers valuable insights for businesses seeking to align their marketing strategies with the rising demand for sustainability, contributing to the broader discourse on the role of corporate sustainability in the consumer market.
References
Think with Google. (2023). How climate change awareness is influencing consumer behaviour and preferences. Google. Retrieved from https://www.thinkwithgoogle.com
The Conference Board. (2022, October 26). Changes in consumers' habits related to climate change may require new marketing and business models. The Conference Board. Retrieved from https://www.conference-board.org
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Mr. Ankit Kumar, Dr. Chandan Singh, Mr. Kartik Soni, Dr. Shweta Singh, Mr. Pranjal Agrwal
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
