Strategic Green Marketing and Sustainable Consumer Behavior in Emerging Markets
DOI:
https://doi.org/10.51137/wrp.ijsbe.717Keywords:
Green Marketing, Sustainable Consumption, Eco-Innovation, Corporate Social Responsibility, Consumer Behavior, Industry 5.0Abstract
This review synthesizes contemporary research on green marketing strategies, focusing on Small and Medium-Sized Enterprises (SMEs), emerging and developed economies, and the intersection of sustainability, innovation, and consumer behavior. It examines the influence of biospheric values, eco-innovation, corporate social responsibility (CSR), and stakeholder engagement on organizational performance, brand perception, and sustainable consumption. The study highlights mediating roles of green product innovation, sustainability practices, and brand image, alongside contextual moderators including demographic shifts, technological integration, and regulatory frameworks. Findings demonstrate that eco-labeling, green pricing, ethical promotions, sustainable packaging, and digital marketing significantly impact consumer trust, loyalty, and purchase intentions while addressing greenwashing and price sensitivity challenges. The review underscores the critical importance of authenticity, transparency, and strategic communication in fostering long-term environmentally responsible behavior, emphasizing how social media, Industry 5.0 technologies, and policy support enhance adoption and engagement. Furthermore, it identifies barriers such as limited awareness, stakeholder resistance, infrastructure gaps, and perceived costs, offering insights into balancing ecological benefits with economic considerations. Recommendations include leveraging technology-driven sustainability initiatives, integrating CSR into marketing strategies, educating consumers, and promoting inclusive, transparent, and innovative approaches to green marketing. Overall, the paper provides actionable guidance for marketers, policymakers, and researchers aiming to optimize sustainable business practices, strengthen consumer engagement, and advance long-term ecological, social, and economic objectives across global and emerging markets, highlighting the evolving role of green marketing as a strategic tool for organizational competitiveness and environmental stewardship.
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