Green marketing as a marketing tool and consumer purchase behavior

Abstract

The paper gives useful data for green marketers and producers of green products on the planet. This paper offers helpful guidelines for the government of the countries in the world government to form and formulate the green policies in nature, such as providing exceptional incentives to green products, manufacturers, enlightening the masses and encouraging the public to buy products with eco‐label. The purpose of this research is to determine the effects of green marketing tools on consumer's behavior towards purchasing. A critical audit of past works of literature was utilized in the study to distinguish critical success factors of green marketing as it impacts comprehensively on the purchase behavior of customers globally. Thus, giving solutions to existing problems within the company and how individuals can increase their interest in the idea of “Green Marketing” and "Going Green” respectively. A critical analysis of four successful green marketing tools from all around the world revealed four critical success factors. The study's result, which is a major critical success factor globally, reveals that the eco‐label and eco‐brand of products will positively show and impact significantly on their actual consumer purchase behavior.