Sustainability in Green Marketing: An Ethical Approach to Consumer Behavior

MD Zunnun  Alam; Murshid  Alam

doi:10.69968/ijisem.2025v4si136-48

Authors

MD Zunnun Alam Research Scholar, Department of Commerce, Jai Prakash University.
Murshid Alam Professor, Department of Commerce, Jai Prakash University.

DOI:

https://doi.org/10.69968/ijisem.2025v4si136-48

Keywords:

Sustainability, Consumer behavior, Ethical green marketing, Sustainable products

Abstract

This study explores the relationship between green marketing, sustainability, and ethical practices, focusing on their influence on consumer behavior. With increasing global awareness of environmental degradation, consumers and businesses alike are leaning towards sustainable products and practices. Green marketing, emphasizing environmentally friendly products and processes, has emerged as a key strategy in promoting sustainability. However, the success of such initiatives is often tied to ethical marketing practices, which ensure transparency and build consumer trust. The research investigates how consumer attitudes, awareness, and purchasing decisions are shaped by ethical green marketing and its alignment with sustainability principles. Through a combination of literature review, surveys, and case studies, the study examines factors motivating consumers to prefer green products, such as environmental concern, health benefits, and ethical corporate behavior. It also identifies barriers, including high costs, limited availability, and skepticism about green claims (e.g., greenwashing). Findings highlight the critical role of ethical practices in influencing consumer trust and loyalty, demonstrating that genuine, transparent communication fosters stronger engagement with green products. The study concludes with actionable recommendations for businesses to align their marketing strategies with ethical principles while encouraging sustainable consumption patterns. This research contributes to the growing discourse on green marketing by emphasizing the interplay of ethics and consumer behavior in achieving long-term sustainability goals.

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