Green Marketing and Consumer Behavior Toward Eco-Labeled Products

Abstract

This research studies the intersection of consumers and eco-labeled goods in the context of green marketing strategies. It attempts to analyze central drivers and barriers form the consumer side focusing on the informational role of eco-labels. The methodology proposes a mixed-methods approach, capturing perceptions, attitudes, and purchase intentions using surveys as well as qualitative data. The findings suggest that concerned environmental citizens are willing to purchase eco-labeled products; however, the skepticism towards green marketing and perceived price of the products present significant hurdles. This underscores the need for credible eco labeling, as well as the need for clear green marketing communication aimed at raising sustainable consumption, thus, providing critical feedback to the businesses and policymakers.