A Sustainability Perspective-The Influence of Green Marketing on Mongolian Consumer Attitudes

Abstract Globally, mounting environmental concerns such as pollution, climate change, and global warming have propelled companies into adopting green marketing strategies. This shift is a response to the burgeoning demand for safe and eco-friendly products and the burgeoning green market. Consequently, there's a growing imperative to investigate consumer perceptions and attitudes towards green products. Marketing encompasses a spectrum of tools and activities, from branding to advertising. We used a quantitative survey to delve into consumer attitudes, aiming to understand how green marketing influences their behaviors, particularly in the Mongolian context. Our research unequivocally establishes that consumer attitudes towards green marketing tools – including green products, eco-conscious packaging, sustainable labels, and environmental advertisements – have a significant and favorable impact. Therefore, companies should not only diversify their eco-friendly product offerings but also actively engage in green marketing initiatives. This approach not only positively influences consumer attitudes but also enhances their comprehension of sustainability, enabling them to make greener choices. In sum, the global paradigm shift towards green marketing is instrumental in fostering a more eco-conscious society, with companies serving as key agents in promoting sustainable choices and environmental awareness. JEL classification numbers: M3, M30, M31, M37, M38, M39. Keywords: Sustainability, Green Marketing, Consumer Attitude, Mongolia.