Green Marketing and Sustainable Consumer Behaviour

Abstract

Growing environmental concerns, climate change, resource depletion, pollution, and increasing waste generation have encouraged businesses and consumers to reconsider conventional production and consumption practices. Green marketing has emerged as an important business strategy through which organizations design, price, promote, and distribute products that create comparatively lower environmental impacts. However, the success of green marketing depends not only on corporate communication but also on consumers’ willingness to adopt sustainable purchasing, consumption, reuse, and disposal behaviours. This article examines the relationship between green marketing and sustainable consumer behaviour, with particular attention to environmental awareness, green trust, perceived value, social influence, price sensitivity, product availability, and the credibility of environmental claims. It argues that transparent and evidence-based green marketing can strengthen environmental knowledge, reduce uncertainty, develop consumer trust, and encourage sustainable purchase intentions. Conversely, greenwashing, vague ecological claims, high prices, and limited accessibility may create scepticism and widen the gap between positive environmental attitudes and actual purchasing behaviour. The article also discusses the relevance of green marketing for Pakistan, where growing urbanization, environmental degradation, plastic waste, energy shortages, and changing consumer preferences are increasing demand for environmentally responsible products. It concludes that green marketing must be integrated into the complete organizational value chain rather than treated as a promotional technique. Businesses, policymakers, educational institutions, and consumers must work together to establish reliable environmental standards, improve product affordability, strengthen ecological literacy, and encourage long-term sustainable lifestyles.