Analyzing the green marketing approaches and their impact on consumer behavior toward the environment in China: a logistic regression approach

Zhifeng Zhang (), Fariha Sami (), Irfan Ullah (), Sami Ullah Khan () and Salahuddin Khan ()
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Zhifeng Zhang: Yellow River Conservancy Technical Institute
Fariha Sami: Shaheed Benazir Bhutto Women University
Irfan Ullah: Reading Academy, Nanjing University of Information Science and Technology
Sami Ullah Khan: Gomal University
Salahuddin Khan: King Saud University

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2024, vol. 26, issue 11, No 92, 29453-29474

Abstract: Abstract Sustainability has become the top priority for many businesses in the current era, and green marketing strategies are used to encourage the purchase of environmentally friendly goods. The research aims to analyze green marketing strategies and their impact on consumer behavior toward the environment in China. The study uses a logistic regression approach for data analysis. We found that environmental concerns and beliefs (ECB), Eco Labeling (EL), green packaging and branding (GPB), and green product, premium, and pricing (GPPP) have positive associations with consumers’ attitudes and behaviors toward the environment. This study concludes that EL, ECB, EL, GBP, and GPPP are significant tools of green marketing strategies that considerably improve customers’ environmental attitudes. The firm managers may adopt these green marketing strategies to achieve revenue and sustainable environmental goals. Furthermore, the government may provide incentives such as lower cooperate tax on green products industries, while private and public banks may provide subsidized loans to the green marking industries in the country.

Keywords: Green marketing; Consumer behavior toward the environment; Eco-labeling; Green packing; Branding (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s10668-023-03985-5

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