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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue I, January 2025

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Impact of Green Marketing Practices on Consumer Purchase

Awareness and Buying Decision

Nuha Eltayib, Omaima Abdullah, Maya Manoj

Al Buraimi University College

DOI : https://doi.org/10.51583/IJLTEMAS.2025.1401035

Received: 02 February 2025; Accepted: 06 February 2025; Published: 19 February 2025

I. Introduction

A variety of definitions surrounding green marketing have been established, with some definitions emphasizing the promotion of

environmentally friendly goods, while others encompass a broader notion that includes sustainable production methods and

dedication to corporate social responsibility. However, this investigation improves five specific practices identified within green

marketing: the creation of eco-friendly products, the prioritization of energy efficiency, the incorporation of sustainable materials,

the removal and proper management of hazardous substances, and the practice of documenting consumer awareness. The study

aims to analyze how these practices impact the formulation and distribution of marketing messages, particularly noting clear

indicators such as green labels and eco-friendly claims. It is anticipated that investigating these facets of green marketing will

reinforce awareness of sustainable purchasing habits and provide valuable insights that could contribute significantly to the existing

academic discourse on the matter. (Mohammad et al.2023)

In the vibrant and competitive market of the consumer marketplace, brands compete intensely to capture potential buyers' attention.

Historically, traditional marketing and advertising methods have demonstrated substantial effectiveness; however, their impact

diminishes as the market becomes saturated with a wide array of similar products. Recognizing this transformation, brands are

increasingly transforming into innovative strategies, with green marketing rising to prominence as a focal point. Several key

elements play a crucial role in shaping consumers' evaluations of products they consider purchasing, including understanding

product characteristics, energy efficiency, incorporating sustainable raw materials, eliminating harmful substances, and recognizing

eco-friendly products. Given OLG’s varied product lineup, green purchase awareness has been identified as the main parameter for

research. Market observations reveal that consumers' shopping habits are profoundly affected by their awareness and knowledge of

green products. (Zulfiqar & Shafaat, 2015)

A recent survey that delved into current marketing trends revealed that more than 80% of brands acknowledged an essential need

to revise their existing logical strategies. This revision is particularly focused on adopting environmentally sustainable practices

designed for consumers who prioritize ecological responsibility. However, the essence of being "green" goes beyond a mere passing

fad; it represents a comprehensive philosophy aimed at fostering productive growth. The widespread implementation of “eco-

friendly” production techniques lays the groundwork for sustainable education and plays a pivotal role in securing a brand's long-

term financial health. As rising awareness surrounding environmental concerns intensifies among consumers, the demand for eco-

friendly products has evolved into a dynamic sector in the market over the last decade. The pressing necessity for the health of our

planet has motivated numerous consumers to seek out a range of limited eco-friendly offerings, such as organic food items,

sustainable transport solutions, environmentally considerate household products, renewable energy options, and various sustainable

materials. Recent projections indicated that the market for eco-friendly products in the U.K. was expected to approach nearly 10.00

billion U.S. dollars by 2020. (Reddy et al.2023)

II. Overview of Green Marketing Practices

In alignment with their dedication to Social Corporate Responsibility (CSR), a multitude of organizations have begun to adopt

Green Marketing strategies aimed at optimizing resource use and improving cost efficiencies. The primary intent of Green

Marketing is to preserve natural resources, reduce waste, and prevent the pollution of air, water, and soil. This methodology

embraces a long-term outlook on performance and sustainability by considering social, environmental, and economic dimensions.

Various interchangeable terms, including Environmental Marketing, Eco-Marketing, and Natural Marketing, are often used

synonymously with Green Marketing. There is an escalating concern among consumers regarding environmental sustainability;

thus, stakeholders are increasingly compelling companies to assess the environmental ramifications of their operational practices.

It is imperative for organizations to undertake initiatives that will protect and sustain the environment. Notwithstanding some

advancements in promoting recycling, durability, and energy efficiency, many of these efforts have generated concerns that the

pursuit of a more efficient economy may inadvertently lead to a reduction in consumption and production—the core principles upon

which marketing is founded. (Mohajan, 2011)

Green Marketing refers to the effort by organizations to design packaging for their products, promoting currently available

packaging techniques and setting an overall trend towards a more ecologically beneficial and worthwhile approach to packaging

(Ghobbe & Nohekhan, 2023). Green Marketing encompasses the array of strategies and marketing efforts aimed at developing,

advertising, and selling products designed to be environmentally sustainable and non-harmful to the planet. This concept involves

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue I, January 2025

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the process of utilization, packaging, and distribution of goods with a clear goal of preserving the cleanliness of the environment.

As this initiative expands globally, the foundational principles of Green Marketing are increasingly being recognized and integrated

into contemporary legislative frameworks aimed at environmental protection. (Majeed et al., 2022)

Green Marketing represents a diverse array of levels, commencing with the infusion of environmental factors into corporate

marketing strategies. At the product level, this includes elements such as the design of the product itself. The Office of

Environmental Protection has issued guidelines suggesting that products should prioritize efficiency, durability, and the ability to

be easily recycled or repaired, all while being crafted from sustainably sourced materials or components that are recyclable. When

considering packaging, it is crucial that the materials used are not only recyclable but are also made from biodegradable or

previously recycled materials. The next tier of Green Marketing principles emphasizes the necessity for companies to create

products that promote environmental responsibility. Although businesses may classify their offerings as environmentally friendly,

there is a potential risk of such claims unintentionally deceiving consumers. Furthermore, this principle extends to marketing

practices; companies ought to focus on the overarching goal of reducing their environmental footprint over the long term. In recent

years, there has been a significant uptick in efforts aimed at nurturing a society dedicated to conservation. (de et al.2022)

Green Marketing encompasses a variety of practices aimed at promoting environmental sustainability, with Eco-Labeling standing

out as a notable technique. This labeling approach is designed to highlight products that are inherently kind to the environment,

offering consumers a visible assurance of a product’s eco-friendly credentials. In pursuit of green initiatives, companies are

increasingly opting for environmentally conscious packaging solutions that minimize the use of materials. Such packaging options

are characterized by their ability to decompose naturally, be recycled, and serve multiple uses. Moreover, these green packages

often showcase vibrant colors, effectively drawing attention to environmentally focused products. Manufacturers are also focusing

on lightweight packaging, which reduces the amount of material used while enhancing the items' visual appeal. By employing

lighter materials, not only is the weight of the packaging minimized but the attractive nature of the product is also amplified.

Furthermore, the use of recyclable raw materials is integral to this eco-friendly packaging trend; this type of packaging is typically

constructed from biodegradable substances that microorganisms can easily break down. Lastly, resource-efficient packaging

represents an innovative approach that strives to utilize fewer materials within the packaging industry. This method not only offers

energy-saving benefits but is also generally more economical compared to traditional packaging solutions. (Emon et al.2025)

With the rise in energy expenses, the importance of efficiently utilizing resources has become sharper focus. Packaging

corporations, regardless of their scale, now have the potential to realize significant cost reductions by refining their resource

management practices. Such enhancements can lead to improved performance in areas like environmental stewardship, expense

management, and accessibility within the marketplace. The packaging industry serves a crucial function in supporting regional

economic expansion, prosperity, and overall development. Currently, the escalating need for packaging materials is driven by

various factors, including population growth, the emergence of large retail chains, advancements in the export market, and the

evolution of multiple sectors, particularly in household goods and engineering. Communication plays an essential role in

transmitting the aims and sentiments of specific communities to other groups, enabling the sharing of a wide array of messages

through different media and channels. The goal is to spread awareness about eco-friendly products to a larger audience. Detailed

information about these environmentally friendly products will be made available in commercial directories. Additionally, online

marketing campaigns focused on promoting green products will encourage consumers to engage in sustainable choices. The "Go

Green" flyer initiative aspires to distribute a wide variety of information related to environmental protection to the public, thereby

increasing awareness and concern for ecological preservation. Advertisers are increasingly inclined to develop strategies that ensure

their promotional content aligns with the principles of environmental ethics. (Yan et al., 2024)

While advertisements frequently fail to specify the environmentally friendly attributes of their products, they often foster an

awareness of the lifestyle choices and behaviors associated with environmental considerations. Certain analysts suggest that

organizations advocating for green practices may aim to divert attention from other significant ecological challenges. The

establishment of frameworks such as the Dow Jones World Sustainability Index in 1999 has enhanced shareholders' comprehension

of the business ramifications associated with environmental irresponsibility. Over recent years, several marketing scholars have

incorporated discussions of ethical and sustainable issues within their academic writings. This paper, presented as a case study,

exemplifies how these theoretical frameworks are becoming increasingly influential in practical marketing campaigns. Furthermore,

this presentation serves as a resource for practitioners in the field of marketing, encouraging them to align their strategies with the

principles of successful green marketing initiatives. The potential implications for policy regarding environmental regulation are

also examined herein. The same guiding philosophy recommends marketing strategies aimed at minimizing packaging waste by

incorporating environmentally friendly designs, such as convenient Eco-brand bottles and cans with contour shapes. The emphasis

lies on enhancing taste while eliminating harmful chemicals and advocating for the efficient rinsing of containers with minimal

water and energy consumption. Additionally, a targeted marketing strategy has proven effective in boosting brand loyalty for Coca-

Cola by utilizing eco-targeting criteria in campaigns directed at four-person households. A prominent example of effective green

marketing is the Body Shop, which emphasizes offering cruelty-free, safe products made from natural ingredients suitable for the

public. This company refrains from selling products containing pesticides, focusing instead on its charitable efforts, as evidenced

by its commitment to donating 100% of the proceeds from a specific product, the Tooth Fairy, to charitable causes. (Wahab et

al.2024)

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Consumer Behavior and Decision-Making Process

Consumer purchasing behavior refers to the distinct phases that individuals traverse during the process of acquisition, which

encompasses a diverse range of activities. These phases commence with the identification of a problem stemming from a disparity

between the consumer's desired condition and their existing circumstances and culminate in the assessment conducted post-purchase

of the chosen product. It is noteworthy that not all purchases are initiated by problem recognition; indeed, impulsive acquisitions

may arise from a general disposition to acquire an item and a fleeting awareness of a particular need or the product in question.

Although consumers may be perceived as engaging interactively throughout these phases, marketers typically focus on gaining

insights into the internal processes that underlie the decision-making framework. (Sharma et al., 2013)

Consumer behavior is driven and shaped by a multifaceted array of psychological and social dynamics. This phenomenon

encompasses psychological elements that activate, support, and guide human cognition and conduct. Within this framework, beliefs

are formed, attitudes are established—reflecting either a positive or negative tendency—and values serve as underpinning these

beliefs and attitudes. The discussion advances by exploring these psychological influences, employing the Science of the Total

Environment as a lens to investigate the acquisition of environmentally friendly products. While social factors are of considerable

significance, they fall beyond the parameters of the current analysis due to a limitation of fewer than 1,000 words. However, prior

research has underscored the critical role of social norms and peer influence in instigating modifications in behavior or attitudes,

which will be succinctly revisited in the concluding remarks. A comprehensive approach to environmental marketing demands the

amalgamation of individual and social dimensions through the application of behavior change theories, a pursuit that will be

addressed in the following section. (Hadi et al., 2024)

Empirical Studies on Green Marketing Practices

Empirical research indicates that public perceptions regarding environmentalism and green products have emerged from prior

research initiatives. Numerous studies have examined consumer spending behaviors in relation to ecological trends, particularly

within the cosmetic industry, along with an investigation into the purchasing behaviors associated with green products, with a

specific focus on organic offerings. Additional inquiries into trends related to green marketing—whether a genuine trend or merely

a transient interest—reveal that expenditures in the realm of environmental concerns often coincide with expenditures on coffee.

Such explorations highlight green products that are relatively inexpensive yet hold significant value, as well as the evolving public

demand for these products over time. Investigations into green product preferences in India have yielded encouraging results,

demonstrating a growing recognition among consumers that green products contribute to environmental preservation and promote

energy efficiency, conserve natural resources, and ultimately reduce costs. Furthermore, enhanced public awareness and

understanding of natural ingredients significantly influence cosmetic purchasing behaviors. In this context, it is imperative for

companies to prioritize the sourcing of environmentally friendly raw materials, ensure their products are devoid of harmful

chemicals, and confirm that such products possess biodegradable properties. (Sharma et al., 2013; Lavuri et al.2022)

Consumer Perception of Green Products

In contemporary times, no product remains unaffected by its impact on the environment. The items that are designed with

environmental considerations in mind, contributing positively to ecological sustainability, are referred to as green products. These

encompass devices, apparatuses, or equipment that serve to safeguard and preserve the environment from detrimental or adverse

actions. A singular focus has driven the historical development of green marketing: the imperative of social responsibility and

consumer protection. Consequently, manufacturers are increasingly driven to promote green products and fulfill their obligations

towards environmental stewardship. (Akif Hasan et al., 2012)

A winter collection characterized by natural themes may be showcased in a variety of six complementary colors. This collection

will be accessible for a limited time only. The latest water cooler from an emerging mobile phone manufacturer, renowned for its

extensive features, may present an appealing design; however, it may also exhibit shortcomings in terms of performance. The

promotional initiative incorporated a proprietary coating method that allegedly enhances energy efficiency. Furthermore, another

company has launched a fruit beverage that is free from preservatives and artificial flavoring, a particularly noteworthy aspect

considering the brand's positive reception within the professional chemistry community. Consequently, there exists a widespread

perception of these products as trustworthy. The ubiquity of plastic in consumer products has mandated a careful approach, and the

current trend toward sustainability has prompted a significant shift in marketing strategies, particularly within the realm of

neuromarketing. A comprehensive examination of the factors proposing this trend is crucial for future market approaches. It is vital

that these marketing practices retain authenticity, as the swift nature of product promotion frequently engages consumers' emotions

and perceptions. This scenario raises concerns related to misleading practices, thereby heightening the vulnerability of many

unsuspecting consumers. (Wichmann et al.2022)

Product promotions, a suggestive line, would naturally involve green consumption. The primary objective of concern should be

minimizing wage inequality. The question arises: Why do people not resettle to cliffs and do their kitchen chores without danger?

The sky is the limit for quenching people's thirst for better; no one can provide the answer.

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Factors Influencing Consumer Purchase Awareness

Consumer purchase awareness begins when a person identifies a problem or becomes aware of a specific need or desire. One

significant hurdle faced by individuals considering the purchase of eco-friendly products is the limited availability of these items.

Boosting consumer consciousness about environmental issues is essential, as a lack of awareness can result in ongoing neglect or

apathy towards sustainable products. As a result, marketing communication strategies must assume a crucial role in the foundational

learning models that structure memory. These strategies aim to increase awareness about the accessibility and quality of a particular

product. This approach enriches product knowledge and fosters strong beliefs about the product in question. (He & Jin, 2024)

Social influence has been identified as a significant factor in the cultivation of consumer purchase awareness. Consumers often rely

heavily on peer recommendations as valuable sources of information regarding the insights of other professionals. The level of

awareness is notably high, particularly when the information is actively solicited. Additionally, this awareness is influenced by the

credibility of the sources, the context in which the information is received, and the social dynamics of reference groups.

Consequently, to enhance the purchase awareness of healthcare professional consumers, marketers should not solely focus on

traditional advertisements; rather, they should also prioritize fostering recommendations from healthcare professionals for their

products. The role of social media in health awareness is examined with respect to various prevalent diseases, revealing that

discussion groups and blogs possess greater persuasive power, especially among patients contemplating a change in treatment. (Cui

et al., 2021)

This investigation focuses on consumer awareness regarding purchases of green products within the health products sector. The

ensuing sections will elaborate on tailored research that targets awareness levels concerning green health products, encompassing

the research aims, formulated hypotheses, their implications, the methodological approach employed, study outcomes, and the

consequent ramifications for researchers and marketers operating within the green marketing landscape. It is essential to recognize

that the successful implementation of ecological policies and practices cannot reach its full potential without the consumer

populace's active acceptance and adoption of green behaviors and lifestyles. There has been a noticeable increase in enthusiasm for

promoting green products in recent years. Attention is also directed toward the influences of packaging and labeling, particularly

those that highlight quality alongside environmental and socially responsible practices. Additionally, factors such as the attainment

of quality certification from recognized authorities and institutions with expertise, as well as the orchestration of educational

campaigns, are examined for their pertinent effects on consumer awareness. (Armutcu et al.2024)

Influence of Green Marketing on Consumer Purchase Intention

Going green is primarily not about making a profit but about sustaining the world's natural resources and making it a resourceful

dwelling place. It is a long-term interdisciplinary endeavor and mission. However, in the modern world, where economic growth

has increasingly become the ultimate objective for all institutions and organizations, even moving towards the achievement of eco-

friendly business pursuits certainly must rely on sound and planned marketing practices. As products placed in the market are

channeled and influenced by marketing strategies, marketing operations for sustainable products can play a substantial role in

framing shoppers' aims for purchasing green. Proclamations highlighting the advantages of the habitat and teases about moral

benchmarks can design the urges of the consumer (Zhuang et al., 2021). Moreover, emotional drifts related to health, wealth, and

tranquility detection creation in marketing communications bear an impact on reallocation toward the procures of green products,

as they beat out the exhilaration and mental composure functioning that was firmly surpassed by the non-emotional kind. As for

rational and sensible stimuli, consumers verbalize a desire for efficacy as they taste bureaucratic worries about the caliber of the

merchandise in the absence of a specific inspection of contents or composition. Attitude is also a leading factor affecting intentions,

specifically in the situation of marketing practices for sustainable products. This would sound sensible as a positive attitude towards

green marketing is a cost/benefit analysis, and the outcomes are mirrored in the purpose of doing so. However, it indicates that

irrespective of the strength of the attitude, the persistence to react responsibly and pro-ecological conduct is not best assured. Like

is the equivalent of a strong, favorable attitude to the behavior emitted through the assessment of the pros and cons of the conduct

of interest; the benefits may thus outweigh the costs. Therefore, what really appears to be a legitimate or pragmatic consideration

may not be so influential either. Perceived value has a hypothetical impact on intentions to purchase here; hence, the advantages of

buying green are weighed against the costs. Environmental benefits are focused on the green marketing mix and have a decisive

impact on intentions to buy green. Various studies confirm the empirical view of a close connection between the effectiveness of

marketing communications and purchase intention. Common formals of green marketing campaigns also refer to the correlation of

these two measures. Brand loyalty is a major influencer of green purchases, standing higher in those cases than in the conventional

intake. It is speculated that those who are accustomed to ecological behavior in general would reveal at least equally developed

green behavior in terms of purchasing habits. This may be flamed by the desire of certain consumer sections to endorse their image

by behaving in accordance with the ecologist ideology. (Nguyen-Viet, 2023)

Theory of Planned Behavior

The theory of reasoned action was formulated to forecast and elucidate human decision-making regarding the consumption of goods

and services. It proposed that individuals' attitudes towards a specific object and subjective norms would shape their intentions and,

consequently, their behaviors. Nevertheless, empirical research indicated that the model inadequately predicted behaviors, primarily

due to its omission of perceived behavioral control. Considering this limitation, the theory of planned behavior (TPB) was

introduced, incorporating an additional construct: perceived behavioral control. This construct operates analogously to attitudes and

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norms by amalgamating beliefs regarding personal efficacy with the perceived influence of control factors. As perceived control

typically entails an enhanced understanding of the practicality of behavior, the TPB model was regarded as an evolution of

psychologists' endeavors to identify fundamental determinants of intention that would more accurately forecast human behavior.

Over the years, the TPB has been employed in numerous studies examining a diverse array of behaviors, including adolescent binge

drinking, dietary habits, drug use, recycling practices, fraud, criminal activities, and corruption. Following the development of the

TPB, criticism arose regarding the predictive validity of the newly incorporated variable (perceived control). Moreover, a substantial

body of research has substantiated the TPB’s efficacy in anticipating individual behavior while underscoring the necessity of

integrating modified components into the TPB to ensure its significant adaptability across varying contexts. Notable examples

include behaviors related to environmental sustainability and energy conservation. Such behaviors are significantly influenced by

context, as individuals' immediate situations dictate the actions they are able to undertake. Instead of treating health-related behavior

as an isolated phenomenon, it is perceived as an aggregate of diverse behaviors closely linked to lifestyles. Although there are

variations globally, public sentiment generally remains favorable towards policies and regulations aimed at enhancing air quality.

To realize the desired outcomes of policies intended to decrease energy consumption, it is imperative to raise public awareness

concerning environmental matters. By examining how environmental awareness interacts with the TPB to influence green

purchasing behaviors, practitioners will be better equipped to formulate more effective strategies promoting sustainable

consumption. (Sonnenfeld, 2018; Lim & Weissmann, 2023)

Key Concepts and Components

The Theory of Planned Behavior (TPB) is a comprehensive explanatory framework widely employed across various fields to

elucidate human behaviors. Formulated by Icek Ajzen in the late 1980s as an enhancement of the Theory of Reasoned Action, TPB

asserts that an individual's intention to engage in a specific behavior—referred to as the motivational element—will be significantly

shaped by three psychological constructs: attitudes towards behavior, perceived subjective norms, and perceived behavioral control.

Furthermore, these three components are influenced by a multitude of external factors, including past experiences, personal

background, and the availability of pertinent information. Consequently, the three foundational elements of TPB are anticipated to

steer individual behavior. TPB can be interpreted as a person's conviction in their ability to undertake a behavior, contingent upon

the recognition or management of the factors that influence such behavior. (Bong Ko, 2012; Taghavi & Maharati, 2024)

In the Theory of Planned Behavior (TPB), an individual’s attitudes toward engaging in a specific action are influenced by their

behavioral beliefs, which pertain to the anticipated psychological or physical outcomes of that action and the individual’s personal

valuation of those outcomes. In contrast, subjective norms are considered to arise from individuals' perceptions of normative

expectations, specifically regarding the significance attributed to a given behavior, alongside motivational factors that drive

adherence to these social norms. Furthermore, within the TPB framework, perceived behavioral control is regarded as the

individual’s assessment of their capability to execute the behavior in question initially. Collectively, intention, attitudes, and

subjective norms, along with perceived and actual behavioral control, are anticipated to interact with one another, thereby enhancing

the likelihood of executing a specific behavior. Although the final behavior is not directly adjusted, the TPB suggests that

performance is ultimately a byproduct of a deliberate intention. Promotional marketers may derive common strategies based on

these insights when formulating a promotional approach. (Hafeez et al.2022)

Connecting Theory with Practice

Theoretical groundings, such as the Theory of Planned Behavior (TPB), have been used in academic investigations to better

understand and predict consumer behavior. There are several studies that demonstrate the potential of these theoretical frameworks

for the composition and evaluation of effective campaigns and policies. Still, significantly fewer studies discuss methodologies and

strategies for marketers that enable the connection of these theoretical insights to practical implementations. This section focuses

on how the operationalization of attitudes, norms, and perceived control aids in the alignment of marketing strategy with consumer

perceptions and amplifies the effectiveness of marketing efforts. This is followed by discussion and examples that illustrate the

challenges of, and strategies for, tailoring green marketing campaigns to sub-segments of the broader consumer population to

maximize resonance with targeted audiences' specific attitudes and beliefs (Bong Ko, 2012).

To gain a more comprehensive understanding of the extensive dimensions of individual consumer behavior and attitudes, as well

as to enhance the effectiveness of marketing strategies grounded in the Theory of Planned Behavior (TPB), this article concludes

with an examination of the responses to consumer resistance and the discrepancies between theoretical frameworks and practical

applications. It is recommended that marketers contemplate the broader ramifications of these scholarly concepts and implement

strategies that effectively tackle these challenges, thereby fostering a more engaged and discerning perspective regarding

sustainability within consumer markets. Such an approach to bridging theory and practice is advocated as a potential pathway to

achieving enduring and significant advancements in sustainability. (Rawat and Pande2024)

The evidence demonstrates the versatility of the Theory of Planned Behavior (TPB) in the promotion of pro-environmental conduct.

It has been observed that varying strategies for the effective application of TPB can be formulated, contingent upon the specific

influential factors present. Enhancements may be made either by aligning more closely with the causal relationships posited by

TPB or by introducing novel interventions that target influential factors not encompassed within the conventional framework of the

theory. A series of propositions aimed at the effective integration of TPB into marketing initiatives are proposed and examined

alongside considerations of potential resistance that these efforts may encounter. The possible ramifications and influences of such

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applications, both beneficial and detrimental, are evaluated, with recommendations put forth to confront challenges and facilitate

significant and enduring shifts toward sustainability within consumer markets. (K. Panda et al., 2019; Ebrahimi et al.2024; Savari

et al., 2023)

Challenges and Opportunities in Green Marketing

Businesses across a wide range of industries are increasingly adopting green marketing practices as a response to growing consumer

awareness of environmental issues (Navaratne & Oyakhilome Anthony, 2023). Although consumer awareness is significant on its

own, research has demonstrated that the influence of green marketing on enhancing such awareness also affects changes in

consumer behavior. Nevertheless, positive attitudes toward the mechanisms and advantages of environmentally friendly

consumption do not necessarily guarantee a link to actual purchasing decisions. Consequently, the diverse range of emerging green

marketing campaigns serves both as a potent instrument for fostering environmental consciousness and presents a complexity that

complicates classification. It can be inferred that some initiatives and products that achieve the most considerable environmental

progress may simultaneously generate the least social value. This chapter addresses the main obstacles businesses encounter when

initiating green marketing campaigns and the ensuing opportunities these challenges provide. Given that consumer awareness of

environmental issues significantly lags corporate understanding, much of the skepticism consumers harbor regarding corporate

sustainability stems from a lack of comprehension. Regrettably, issues such as consumer awareness, reliance on questionable

information sources, and potential boycott threats are not the only concerns, despite being among the more prevalent; it is notably

easier for journalists and non-governmental organizations to criticize and scrutinize than to provide defense and reporting.

Compounding this situation is the recent extension of accusations related to greenwashing; journalism has historically played a role

in inflating this concern. Financial implications typically emerge as a primary barrier to sustainable practices; while companies

generally possess the knowledge and motivation to enhance sustainable operations, numerous documented instances exist that

highlight research focused on such advancements, though prevalent rhetoric often contradicts this notion. Nonetheless, the required

capital investments—both for equipment and research and development of new materials—impose significantly higher costs on

climate initiatives compared to traditional practices.

Government Regulations and Policies in the Sultanate of Oman regarding Green Marketing

The government of the Sultanate of Oman has established a rigorous regulatory framework to oversee green marketing initiatives.

In this promotional endeavor, the Omani government plays a pivotal role in endorsing its alignment with environmental policies.

While backed by the national commitment to environmental sustainability, the environmental policies promulgated by the Omani

government necessitate the support of the existing green enterprise sector and the cultivation of new green enterprises, encouraging

them to engage in environmentally responsible production and marketing practices. Regrettably, for green entrepreneurs in Oman,

the environmental legal framework within the Sultanate is mandatory, and there is a notable deficiency in consistent and informative

governmental policies to effectively facilitate their "green missions" and business initiatives within the context of environmental

marketing. (Nasif Alshubiri & Ahmed Hussein, 2016; El Dief & Font, 2010)

The governmental framework has demonstrated efficacy in fulfilling essential environmental objectives, such as enhancing air

quality, water purification, managing waste, and implementing emergency preparedness initiatives, particularly since the 1970s and

1980s. The informal environmental and developmental agreements, in conjunction with international conventions that form the

regulatory structure of the World Trade Organization, have been remarkably successful in delivering substantial benefits in

promoting proactive measures. Although the recent environmental legislation enacted by the Omani parliament between 2002 and

2004 establishes a legal foundation for a national framework dedicated to environmental protection, the specific rules and

regulations imperative for their enforcement are still lacking. (Al-Khamisi & Al-Shuaili, 2024; Al & Soliman-Hunter2024)

Corporate Social Responsibility and Green Marketing

Corporate social responsibility’s (CSR) main aim is to factor social, economic, and environmental outcomes into business practices

and give back to the community. Combined with marketing tactics, CSR strategies can possibly be employed as green marketing

to bring environmental and financial benefits to an organization (Mahmud, 2024). The likelihood of a company fostering customer

brand loyalty is greatly heightened when its operational processes demonstrate a steadfast dedication to environmental concerns.

An organization can genuinely align its everyday practices with ecological sustainability only when its initiatives aimed at

sustainability—encompassing factors such as environmental performance, packaging, design, product quality, brand image, and

other related elements—are integrally woven into its core business strategies. Additionally, a strong commitment to corporate social

responsibility empowers companies to adeptly navigate stakeholder pressures and environmental regulations while effectively

showcasing their environmental strategies. Drawing upon a comprehensive literature review, this analysis will also explore the

intricate relationship between stakeholder expectations and pressures and the corporations' obligations regarding environmental

matters. (Yuan et al.2024)

In contemporary society, consumers are increasingly aware of social and environmental matters. Over the last three decades, the

notion of corporate social responsibility has undergone remarkable development, prompting consumers to seek out products that

are eco-conscious and utilize natural production techniques. Businesses in competition are gaining advantages by embedding

sustainable materials and resources into their operational policies, thus providing offerings that are in line with environmental

responsibility. As a result, the establishment of impactful green marketing strategies is of utmost importance. It is crucial for

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consumers to understand the benefits associated with choosing sustainable and environmentally friendly options. Prominent

companies are dedicated to embracing "green" practices to tackle social and environmental issues while transparently conveying

this dedication to their clientele. A significant number of businesses have made laudable strides in addressing social and

environmental challenges, as their success and survival are intrinsically tied to both people and natural resources. Corporations that

prioritize the ethical sourcing of materials are expected to champion the sustainable utilization of these resources, positively impact

local ecosystems, improve technologies that protect the environment, educate and inspire local communities on environmental

matters, and uphold and preserve local traditions. These organizations are essential in fostering biodiversity and contributing to the

conservation of forests by facilitating the regeneration of adjacent natural areas. (Anca & Andreea, 2024)

Ethical Considerations in Green Marketing

Green marketing affords companies the opportunity to advocate for environmental advantages and engage with an expanding

demographic of environmentally aware consumers. The perceived quality of products represents a significant aspect of green

marketing that incentivizes consumers to opt for eco-friendly options. This perception is fostered through various advertising

elements, including educational initiatives, a focus on quality relative to pricing, design aesthetics, anticipated product quality, and

brand loyalty. Although the four factors are distinctly crucial within the realm of green marketing, subjective norms appear to hold

the greatest significance. (Roh et al., 2022)

Given the numerous benefits associated with green marketing for both the environment and public health, it is essential for

companies to strike a careful balance. This balance involves encouraging green consumerism while also tackling pressing

environmental issues and maintaining transparency in their marketing efforts. Organizations should showcase a sincere dedication

to the planet and thoughtfully consider the worldwide repercussions of their choices. However, this enthusiasm must not lead to the

spread of false information regarding eco-friendly practices. In terms of marketing approaches, companies need to be particularly

vigilant, as there exists a significant level of consumer doubt regarding corporate environmental initiatives; many individuals view

these efforts as driven solely by profit motives. To avoid driving customers away, businesses should pursue green marketing with

honesty, only making claims about the environmental advantages of their products when real benefits genuinely back these claims.

Additionally, the Federal Trade Commission (FTC) mandates that all environmental assertions be presented in a clear and accurate

manner. The aim of enforcing FTC standards is to eliminate greenwashing, which refers to any behavior inaccurately portrayed as

environmentally beneficial. Greenwashing can be harmful, fostering considerable skepticism and potentially inflicting lasting harm

on consumer trust in environmental management. (D. T. De Jong et al., 2018)

Numerous avenues exist for enterprises to implement environmentally sustainable practices, such as creating eco-friendly products

or initiating operational modifications that benefit the planet. A globally conscious community amplifies the impetus for these

efforts; however, organizations must ensure that their commitment is authentically represented. Assertions regarding products or

services should be grounded in objective, transparent information that is readily verifiable. Transparency is crucial, as it

communicates to consumers that no information is being withheld. This openness fosters a more profound comprehension of a

specific product, service, or practice, which ultimately enhances the establishment of trust. Marketers tasked with making

commercial assertions must be cognizant of the intricate ethical considerations inherent in their responsibilities. (Ghobbe &

Nohekhan, 2023).

Future Trends and Innovations in Green Marketing

Nowadays, technology is advancing rapidly, and it reshapes many marketing strategies that influence businesses' sustainability

behavior. Greenhouse gas emissions are derived from the real exploitation of electrical energy, and therefore, it is caused by using

fossil fuels in electrical power plants. If companies can calculate these impacts and bear enterprises more stimulation (even if a

small amount) in terms of saving energy, this becomes a noteworthy area for businesses. In recent years, with increasing literacy

levels of people and environmental pressures, sustainable marketing topics have entered the agenda as a popular topic for most

companies (Jin Jung & Kim, 2023). Numerous contemporary sustainable marketing strategies have emerged in response to shifts

within companies. When a pricing strategy is designed to directly promote the use of more sustainable products, a potential adverse

consequence may arise in the form of consumer backlash, subsequently leading to a reversal in purchasing decisions. Should

businesses adopt this approach and fail to adapt as policies evolve in the future, it would be an imprudent strategy, and any decline

in profits would undoubtedly impact the organization adversely. To facilitate rational purchasing decisions, consumers have been

increasingly inclined to seek arrangements that limit the options available to businesses. In recent years, the rapid advancement of

technology, coupled with cost considerations related to environmental factors and fluctuating commodity prices, necessitates a

keener focus on environmentally friendly alternatives, particularly within the context of this study. (Peterson et al.2021)

In the last century, the green aspect of products was not discussed on the grounds that behavior towards the environment was

harmful to society. Products or product packaging had nothing to do with the environment, but green marketing was born in the

1970s with the baby boomers age concept (Mohajan, 2011). The impact of green marketing remains relatively limited in Turkey,

as consumers have not fully embraced a harmonious relationship with nature. Nevertheless, there has been a notable increase in

green marketing initiatives by businesses in recent years. It is imperative that green marketing evolves into a more expansive and

detailed framework over the forthcoming decade. A predominantly ecological viewpoint represents a continually broadening arena

that is increasingly appealing to younger demographics. Initiatives, investments, and incentives aimed at employment in this sector

are progressing positively, though certain risk factors remain that may facilitate a more expedient and less chaotic acquisition of

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MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue I, January 2025

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knowledge. Furthermore, beyond the prevalent economic and industrial frameworks of each nation, the cultural factors within

societies will continue to play a significant role in shaping the availability of solutions, opportunities, and competitive dynamics,

along with influencing the extent of public adoption, which remains somewhat 'distant,' despite the growing trend of environmental

awareness. At the institutional level, there has been a gradual transition from emphasizing negative aspects to recognizing the

positive benefits associated with such advancements. Specific standards concerning packaging, advertising, and other related

criteria have been established and are anticipated to be widely adhered to. Consequently, firms have begun to derive scientific and

objective benefits from implementing sustainable and responsible policies without compromising their competitiveness. The

realization of these preliminary actions and strategies is expected to gradually lessen the prioritization of alternative factors and

become increasingly distinctive in the ongoing evolution into other categories. (Ozdemir, 2023) Consumers will appear - perhaps

increasingly younger or more informed - to want to cast their votes. In this case, some firms will be pressured to either reconsider

their strategies or strategies that may affect them where it can be partially taken over by the government and hence lead to various

consummations.

III. Conclusion and Recommendations

This essay endeavors to consolidate existing literature on green marketing practices to assist managers within the goods-producing

sector in effectively retaining their customers by illustrating the influence of such practices on consumer awareness and purchasing

decisions. The efficacy of green marketing will hinge upon the identification of appropriate strategies as delineated by the research

findings. Specifically, marketers' management should prioritize pricing strategies that promote consumer awareness of green

products; it is essential for consumers to recognize that these products are not disproportionately priced. Furthermore, companies

are urged to adopt an active stance in Corporate Social Responsibility (CSR), positioning themselves as exemplary corporate

citizens, as comprehensive awareness initiatives regarding environmental issues can significantly bolster consumer trust in the

organization. (Akif Hasan et al., 2012). Green-oriented companies are recommended to pay attention to the quality of consumers

because a strong correlation between perceived quality and purchase decisions exists. The management should encourage

transparent corporate communication. If consumers have adequate information and knowledge, it is important to influence

consumer attitudes and purchasing decisions. The best strategy to intensify awareness of consumer purchases is a public campaign

that highlights the benefits and advantages of green products. Furthermore, companies need to understand consumer perceptions

and values. When marketers know better the perception and information needs of consumers, they can effectively design and

conduct campaigns to increase awareness of consumer purchases.

The findings presented in this essay prove advantageous for policymakers and marketers in the development of effective

environmentally sustainable strategies. In a research initiative aimed at organizations, entities such as Super Corporate Citizens

hold the obligation to elevate consumer awareness and comprehension. Moreover, it is essential that green initiatives are

implemented consistently to influence consumer perceptions and purchasing behaviors, as this will serve as the cornerstone of the

company's policy. Considering that the current literature indicates a lack of various constructions, this study endeavors to fill this

void, thus providing a significant contribution for future researchers. (Onditi, 2016). Along with research results, recommendations

will also benefit marketers and retailers in terms of sustaining purchases by increasing consumer awareness and enhancing product

quality. Because of the rapid development of the industrial world, the world is currently dealing with climate change. Traveling

fast, the citing is increasingly causing problems for future generations and is threatening life on this earth. For this reason, it is the

responsibility of all parties, especially marketers and business actors, to mitigate and promote the importance of green campaigns

because this is a manifestation of maintaining the biodiversification of trees on earth.

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