GREEN MARKETING: A STUDY OF CONSUMER AWARENESS, PREFERENCES, AND SATISFACTION

Abstract

Abstract: Environmental awareness is essential for corporate success, as businesses increasingly prioritize environmental protection. Green marketing advocates for eco-friendly products and services, responding to both producers' and consumers' concerns about environmental impacts. Products like organic foods, lead-free paints, recyclable paper, and phosphate-free detergents are becoming more popular. Green advertising is gaining traction globally. According to the American Marketing Association (AMA), Green Marketing examines the positive and negative effects of marketing on pollution, energy depletion, and non-energy resources. This study provides a thorough analysis of environmental issues, consumer attitudes towards green products, and preferences for eco-friendly lifestyles. A survey conducted with 67 participants used chi-square tests and percentage analysis to explore these aspects. The findings suggest that eco-friendly products have a promising future, driven by consumer respect for environmental sustainability. Effective marketing communication is crucial for green product sellers to capture market attention. The study highlights that strong green values, serious commitment to green marketing, and expertise in eco-friendly products significantly influence consumers' willingness to choose green products over traditional alternatives.