The Impact of Green Marketing Practices on Sustainable Consumer Buying Behavior: A Quantitative Cross-Sectional Analysis

Abstract

This study investigates the influence of green marketing practices on sustainable consumer buying behaviour through a quantitative cross-sectional design. We collected primary data from 1,184 consumers across 12 metropolitan and semi-urban cities using stratified random sampling, with structured questionnaires and online surveys. The research examined six key dimensions: eco-friendly advertising, environmental awareness, green branding, product eco-labeling, corporate environmental responsibility, and consumer perceptions. Multiple linear regression revealed that environmental awareness (standardized β = 0.45, p < 0.001), green brand trust (β = 0.40, p < 0.001), green advertising (β = 0.35, p < 0.001), and eco-label recognition (β = 0.29, p = 0.002) were significant predictors of sustainable buying behaviour, with the model explaining 74.3% of the variance (R² = 0.743). Pearson correlation analysis demonstrated a strong positive relationship between green marketing practices and sustainable consumer buying behaviour (r = 0.82, p < 0.001). Structural Equation Modeling confirmed good model fit (CFI = 0.97, RMSEA = 0.044). Furthermore, consumers with high green marketing awareness exhibited 28.7% higher sustainable purchase intention and 26.4% greater green product adoption compared to low-awareness consumers. The novelty of this research lies in its comprehensive integration of multiple green marketing dimensions and the identification of environmental awareness and brand trust as key mediators. These findings confirm that authentic and transparent green marketing strategies significantly foster customer trust, purchase intentions, and loyalty. Therefore, organizations can leverage these insights to align their marketing efforts with long-term sustainable development goals, thereby contributing to both environmental conservation and business growth