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@article{206784,
        author = {Asif Ibrahim A and Jhonsi.S},
        title = {INFLUENCE OF GREEN MARKETING ON SUSTAINABLE CONSUMER PURCHASE BEHAVIOUR},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {2917-2923},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206784},
        abstract = {Green marketing has become an important strategy for promoting sustainable consumption as environmental concerns continue to influence consumer purchasing decisions. Despite increasing awareness of sustainability, consumers do not always translate their environmental concerns into actual purchasing behavior. This study examines the influence of Green Trust, Environmental Awareness, Green Brand Image, and Perceived Consumer Effectiveness on Sustainable Consumer Purchase Behavior. A quantitative research approach was adopted, and primary data were collected from 151 respondents using a structured questionnaire. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS), employing reliability analysis, descriptive statistics, normality testing, and multiple linear regression analysis. The findings indicate that Green Trust and Perceived Consumer Effectiveness have a significant positive influence on Sustainable Consumer Purchase Behavior, whereas Environmental Awareness and Green Brand Image do not exhibit a statistically significant direct effect. The regression model explains 33.2% of the variance in sustainable consumer purchase behavior. The study concludes that consumers are more likely to purchase environmentally friendly products when they trust the environmental claims made by firms and believe that their individual purchasing decisions can positively contribute to environmental sustainability. The findings provide valuable implications for marketers and organizations in designing effective green marketing strategies that promote sustainable consumer behavior.},
        keywords = {Green Marketing, Green Trust, Environmental Awareness, Green Brand Image, Consumer Perceived Effectiveness, Sustainable Consumption Behaviors.},
        month = {July},
        }