Sustainability Communication through Green Marketing: Strengthening Consumer Awareness and Corporate Environmental Integrity
Main Article Content
Abstract
This literature-based study explores the role of green marketing strategies in enhancing consumer environmental awareness and fostering authentic ecological engagement. It synthesizes a wide range of scholarly sources to identify how transparency, emotional resonance, education, and ethical consistency contribute to effective green communication. The study reveals that consumer responses to green marketing are significantly influenced by the perceived credibility and coherence of environmental claims. Companies that integrate environmental values into their brand identity, operations, and stakeholder dialogue are more likely to gain public trust and stimulate behavioral change. The analysis further discusses the dangers of superficial green campaigns and highlights the importance of participatory, educational, and regulated approaches. Green marketing, when grounded in sincerity and supported by interdisciplinary alignment, becomes a transformative force in promoting sustainability literacy and fostering socially responsible consumption. The findings underscore the necessity of aligning marketing ethics with corporate environmental commitments to ensure long-term impact and trust. This study contributes to the academic discourse by offering a framework that connects marketing practice to environmental stewardship.
Article Details
Section
How to Cite
References
Arbaina, S., & Suresh, A. S. (2019). Determinants of Drivers of Green Marketing and its Impact on Consumer Awareness and Purchase Intention: An India Perspective. International Journal of Management Studies, 6, 72p.
Banerjee, S. B., Gulas, C. S., & Iyer, E. (1995). Shades of Green: A Multidimensional Analysis of Environmental Advertising. Journal of Advertising, 24(2), 21–31.
Boote, D. N., & Beile, P. (2005). Scholars Before Researchers: On the Centrality of the Dissertation Literature Review in Research Preparation. Educational Researcher, 34(6), 3–15.
Crane, A. (2000). Facing the Backlash: Green Marketing and Strategic Reorientation in the 1990s. Journal of Strategic Marketing, 8(3), 277–296.
Davis, J. J. (1993). Strategies for Environmental Advertising. Journal of Consumer Marketing, 10(2), 19–36.
Ghorai, S., & Sengupta, S. (2021). Awareness of Green Marketing in Preventing Pollution of Environment. International of Advanced Research in Science, Communication, and Technology (IJARSCT), 5(2), 451-457.
Grubor, A., & Milovanov, O. (2017). Brand Strategies in the Era of Sustainability. Interdisciplinary Description of Complex Systems: INDECS, 15(1), 78-88.
Gupta, S., Shallu, S., & Kapoor, M. (2011). A Study of Consumer Attitude and Awareness towards Green Marketing and Green Branding. Indian Journal of Applied Research, 4(1), 315-319.
Haq, F., Adnan, A., & Arif, M. (2021). Relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating Role of Environmental Awareness. Global Economics Review, 6(1), 38-52.
Hariani, M., & R. Mardikaningsih. (2021). Implementation of Value-Based Management in Multinational Organizations Facing Cultural Differences, Journal of Social Science Studies, 1(1), 67 – 72.
Hart, C. (1998). Doing a Literature Review: Releasing the Social Science Research Imagination. Sage Publications.
Hartmann, P., & Apaolaza-Ibáñez, V. (2009). Green Advertising Revisited: Conditioning Virtual Nature Experiences. International Journal of Advertising, 28(4), 715–739.
Iacobucci, D., Gabriel, M. L., Schneider, M. J., & Hamza, K. M. (2020). Marketing Research on Environmental Sustainability. Continuing to Broaden the Marketing Concept: Making the World a Better Place, 261-292.
Kilbourne, W. (1998). Green Marketing: A Theoretical Perspective. Journal of Marketing Management, 14(6), 641–655.
Mangold, W. G., & Faulds, D. J. (2009). Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52(4), 357–365.
Mardikaningsih, R. (2021). Urbanization and Social Inequality: Challenges in Building Social Cohesion in a City-Based Environment, Journal of Social Science Studies, 1(1), 135 – 140.
Mohr, L. A., Eroglu, D., & Ellen, S. P. (1998). The Development and Testing of a Measure of Skepticism Toward Environmental Claims in Marketers’ Communications. Journal of Consumer Affairs, 32(1), 30–55.
Ottman, J. A. (1998). Green Marketing: Opportunity for Innovation. Lincolnwood, IL: NTC Business Books.
Peattie, K., & Crane, A. (2005). Green Marketing: Legend, Myth, Farce or Prophesy?. Qualitative Market Research: An International Journal, 8(4), 357–370.
Peattie, K., & Peattie, S. (2009). Social Marketing: A Pathway to Consumption Reduction?. Journal of Business Research, 62(2), 260–268.
Prothero, A., & Fitchett, J. A. (2000). Greening Capitalism: Opportunities for a Green Commodity. Journal of Macromarketing, 20(1), 46–55.
Rustam, A., Wang, Y., & Zameer, H. (2020). Environmental Awareness, firm sustainability exposure and green consumption behaviors. Journal of Cleaner Production, 268, 122016.
Varadarajan, R. (2016). Sustainability and Marketing: Concurrent Pursuit of a Smaller Environmental Footprint and a Larger Market Footprint. In Marketing in and for a Sustainable Society (Vol. 13, pp. 1-27). Emerald Group Publishing Limited.
Venugopal, P. (2020). Incorporating Sustainability in the Realm of Marketing: A Theoretical Framework. Academy of Marketing Studies Journal, 24(3), 1-8.