Analysing the Impact and Influence of Green Marketing Communication in Consumers' Green Purchase Behaviour

Abstract

 The study aims to find out how green marketing communication influences consumers' green purchase behavior through the aspects of transparency, brand trust, and influence by social media. This paper will be based on a quantitative method, in which a structured questionnaire was sent to 400 respondents from different demographics. The outcome showed that during transparent communication on sustainability by the brands, 78% of the respondents are more likely to buy green products. Further, the results revealed a substantial correlation of brand trust with purchase intentions (r = 0.65, p < 0.01). This, therefore shows that trust builds eco-friendly consumer choices. The media is also another influencer as it was revealed in the research whereby 67% of the respondents said that online relationships had a significant impact on their purchases. The results suggest that to attract the environmentally conscious consumer, brands would have to adopt authenticity in communication strategy. Good green marketing communication is a driver for sustainable consumption as more and more sustainability becomes the basis for consumer decision-making. This study adds to the existing knowledge base by providing empirical evidence of the factors that affect green purchase behavior, thus guiding marketers on the paths toward furthering their sustainability efforts.