In recent times, we have witnessed significant changes in consumer purchasing behavior. Consumers have developed new habits and adapted to changing conditions. They are more informed about products, more deliberate in their buying process, and increasingly aware of sustainability. They recognize the importance of sustainable consumption for preserving the environment and future generations. As a result, more products are selected based on criteria such as sustainability, ecology, and environmental protection. We are encountering a 'different' consumer.
Consumers are becoming more aware of how their consumption habits impact sustainable development when purchasing and using products. How they spend their money is, of course, their decision. They act sustainably if they follow the principles of a responsible consumer (https://cpi.si/wp-content/uploads):
The challenge for companies is how to respond effectively and quickly to these new consumer needs and adapt to current market changes. It is important to raise consumer awareness to shift their approach to consumption and purchasing decisions, contributing to sustainable development, where discarded materials become new resources. As awareness of the negative effects of conventional production grows, so does the importance of product environmental friendliness.
As consumers become more aware of environmental issues, marketing had to evolve too. The integration of “green practices” into marketing strategies is referred to as green marketing. Green marketing belongs to a group of approaches aiming to bridge the gap between marketing and ecological and social realities. It includes strategies and actions that promote efficient resource use, environmentally friendly products and services, and sustainable consumption.
A distinctive feature of the green marketing mix is the addition of an environmental responsibility component (green product, green pricing, green distribution, and green marketing communication) (Brown, 2022). Green marketing communication informs and educates about sustainable consumer habits and discourages unsustainable practices and excessive consumption. As society becomes increasingly focused on responsibility, green marketing plays a key role in shaping a future where each purchase represents a chance to positively impact the environment and society.
Key principles of green marketing include (Business Jargons, n.d.):
Green marketing is an evolving concept and still needs time to become widely adopted by consumers. Many are still unaware of the availability of green products or services, presenting a significant opportunity for businesses. It plays a major role in shaping a company’s image within the local community. In this paradigm, companies present themselves through their socially responsible programs, affecting consumer perception (Ellen, Webb & Mohr, 2006; Banerji & Dubey, 2014).
Changes in the business environment have influenced consumer behavior. Digitalization surrounds consumers with information and awareness of available choices, making it increasingly difficult to retain loyal customers. It is essential to understand the decision-making processes behind purchases, especially the new trends that influence current and future consumer decisions. A new approach is needed—emphasizing awareness through the methods of green marketing.
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