Analyzing the impact of green marketing on consumer perceptions

Abstract

This study explores how green marketing practices influence consumer perceptions, specifically perceived value, brand trust, quality perception, and purchase intentions. It addresses key gaps in existing literature by clarifying the mechanisms through which green marketing affects consumer attitudes, particularly in the areas of perceived value and product quality. Additionally, it aims to deepen understanding of the factors driving purchase intentions for environmentally friendly products. By using various research methods, the study seeks to provide insights that benefit both academic research and practical marketing strategies promoting sustainable consumption. The primary objective of this master's thesis is to comprehensively investigate the impact of green marketing on consumer perceptions which are measured by their perceived product quality perception, brand trust, perceived value and their purchase intentions. This involves examining the relationship between exposure to green marketing practices and consumer perceptions. The regression analysis confirms that green marketing significantly influences consumer perceptions, enhancing perceived product quality, brand trust, perceived value, and purchase intentions. Consumers associate eco-friendly practices with higher quality and emotional value, and brand trust is strengthened by transparency. However, the study also finds that these positive perceptions do not always translate into actual purchases, likely due to barriers like price or availability. This highlights the need for sustained and strategic green marketing to effectively drive consumer behavior toward sustainable choices.