Green Marketing Strategies in South Asia: Influencing Consumer Behaviour through Environmental Branding and Legal Compliance

Abstract

The paper examines the changing landscape of green marketing in South Asia, concentrating on the impact of environmental ideals, legislative requirements, and brand narratives on consumer behaviour in India, Bangladesh, Sri Lanka, and Nepal. The success of green marketing is still unequal across the region, even while people are becoming more aware of environmental issues and dealing with problems including high costs, lack of knowledge, and insufficient enforcement of rules. This study utilises secondary data to analyse the influence of institutional credibility, cultural relevance, and policy support on faith in green claims. It uses the Theory of Planned Behaviour to look at how consumers plan to act and what they do, while also looking at case studies from the FMCG, fashion, and e-commerce sectors. India's Eco mark scheme and Bangladesh's Department of Environment provide a good starting point, but the lack of standardised regional standards makes it easy for companies to greenwash and send messages that are misleading. This study contends that effective green marketing in South Asia necessitates the integration of legal compliance, genuine communication, and socio-cultural awareness to foster enduring customer trust and sustainable purchasing behaviours.