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@article{170029,
        author = {Dr. Jayaashish Sethi},
        title = {Effectiveness of Green Marketing Strategies in Promoting Environmental Sustainability},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {6},
        pages = {3000-3003},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=170029},
        abstract = {This study critically examines the efficacy of green marketing strategies in fostering environmental sustainability and shaping consumer behavior. With growing eco-consciousness among consumers and businesses, green marketing has emerged as a pivotal approach integrating environmental considerations into market practices. The research employs a mixed-methods approach, including qualitative interviews with marketing professionals and sustainability experts, alongside quantitative consumer surveys to assess perceptions and behaviors regarding eco-labeled products. Key findings reveal that eco-labels significantly influence consumer purchasing decisions, though inconsistencies in criteria necessitate standardization for clearer communication of environmental impacts. The study also highlights the importance of incorporating sustainability into marketing operations, as evidenced by successful case studies that avoid greenwashing and build consumer trust through transparent communication and educational initiatives. Despite challenges such as high production costs and consumer skepticism, the research identifies opportunities for companies to differentiate themselves through genuine green marketing practices. Ultimately, this study offers a framework for businesses to balance environmental responsibility with profitability, thereby contributing to both market success and broader ecological goals.},
        keywords = {Green Marketing, Consumer Behavior, Sustainability},
        month = {November},
        }