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@article{186007,
        author = {Dr. Poornima Yerramilli and Bhavana TN and Bhoomika TN},
        title = {The Impact of Sustainability and the Green Market on Consumer Choice},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {5},
        pages = {3873-3886},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186007},
        abstract = {This study examines the impact of sustainability and green marketing on consumer choice, focusing on awareness, purchasing behavior, and influencing factors. A survey of 88 respondents revealed that most consumers are familiar with ecofriendly products and are influenced primarily by social media and product packaging. While many are willing to pay a premium for sustainable goods, high costs, limited availability, and skepticism about green claims remain significant barriers. Trust in green marketing is conditional, relying heavily on government approvals, certifications, and transparent labeling.
The research highlights that although awareness is high, consistent eco-friendly purchasing is still developing. Consumers prefer green products in categories like food and personal care, showing sustainability is prioritized in daily-use items. To encourage sustainable consumption, businesses must improve product accessibility, provide credible environmental information, and offer incentives. These in sight with provide useful strategies for marketers, policymakers, and companies aiming to align evolving eco-conscious consumer values.},
        keywords = {Sustainability, Green marketing, Eco-friendly products and social media influence},
        month = {October},
        }