Investigating the Differential Influence of Green Marketing Strategies on Specific Eco-Friendly Product Categories in an Emerging Economy Context

DOI:10.34047/MMR.2025.12207

Abstract

This study investigates the differential influence of green marketing strategies on specific eco-friendly product categories within the context of an emerging economy. The research examines how environmental awareness influence together with willingness to pay and quality perception affects purchase decisions through qualitative analysis of responses from two hundred consumers. The research establishes that environmental awareness stands at a moderate level in the study sample yet it does not establish a strong relationship with consumer intent to pay more for eco-friendly goods. Consumer choices remained unaffected by the combination of gender identity and the type of products being evaluated. Based on the study data perceived product quality along with affordable prices are primary purchase drivers which surpass environmental-minded decisions. Regression correlations along with analysis indicated minimal associations between fundamental variables which confirms that external actions including pricing methods and promotional activities should have priority. The study puts forward practical guidance by suggesting product quality improvement measures together with affordability solutions supported by specific awareness programs aimed at consumers. Organizations must use various marketing methods to reduce the distance between environmental consciousness and real purchasing habits of consumers. Academic discussions about sustainable marketing benefit from this research in addition to providing concrete guidance to businesses about promoting environmentally friendly consumption habits in emerging markets.