Green Marketing and Brand Perception: Unveiling the Consumer Perspective

Lucia Sujanska () and Margareta Nadanyiova
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Lucia Sujanska: University of Zilina
Margareta Nadanyiova: University of Zilina

A chapter in Corporate Practices: Policies, Methodologies, and Insights in Organizational Management, 2024, pp 951-962 from Springer

Abstract: Abstract This study assesses the impact of green marketing initiatives on brand perception and investigating how brands’ sustained commitment to environmental practices, innovation, and improvement over time influences consumer perception loyalty and brand reputation. The study examines the relationship between green marketing strategies and how they impact consumer perceptions of brands. The study explores how environmentally friendly initiatives and green marketing campaigns influence consumer attitudes, beliefs, and purchasing behavior. By uncovering consumer perspectives on green marketing and brand perception, the study can provide valuable insights for businesses and marketers seeking to align their strategies with environmental concerns. The findings may help companies develop effective green marketing strategies that resonate with consumers, build trust, and enhance brand loyalty in the context of sustainability and environmental responsibility. The research applies standard scientific methods to process data, and the data acquired from the online survey were evaluated using mathematical and statistical techniques, including statistical hypothesis testing. The research identified a shift in consumer preferences and purchasing behavior, indicating a growing inclination towards green products. Consumers exhibited a higher likelihood of choosing environmentally responsible companies and supporting brands that demonstrate a commitment to sustainability. Additionally, the study found that successful green marketing strategies can enhance consumers’ perceptions of a company's credibility and trustworthiness. Effective green marketing initiatives can create positive associations with social responsibility and ethics, helping build a strong and favorable brand image.

Keywords: Green marketing; Sustainability; Brand (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-97-0996-0_56

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DOI: 10.1007/978-981-97-0996-0_56

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