EVERGREEN

Joint Journal of Novel Carbon Resource Sciences and Green Asia Strategy

ISSN:2189-0420 (Print until Mar 2020)
ISSN:2432-5953 (Online)

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Evaluating Green Marketing Strategies: Consumer Perceptions and Sustainability in Brand Development

Saleem Mushtaq1,*, Beenish Shameem2, Varinder Singh Rana3
1Business, Three Sixty Institute of Management, United Arab Emirates
2Business Management, City University Ajman, United Arab Emirates
3College Of Business, City University Ajman, United Arab Emirates
*Author to whom correspondence should be addressed:
E-mail: saleem.mushtaq.example@university.edu (SM)
Evergreen, Vol. 12, Iss. 02, pp. 980–991, 2025
DOI: 10.5109/7363489
Creative Commons Attribution 4.0 International Creative Commons Attribution 4.0 International
Received: November 15, 2024 | Revised: March 06, 2025 | Accepted: April 30, 2025 | Published: June 2025
Abstract
The aim of this study is to discuss the importance of green marketing strategies in the present time of sustainability. The study is also focused on examining the perception of customers about using green marketing strategies and the effect of green marketing policies on brands. In addition, it has been discussed that the prime aim of green marketing approaches is to motivate customers to make sustainable selections and create an optimistic influence on the setting. It has also been highlighted in this research that most of the customers in the present times are environment-conscious and they prefer sustainable packaging. Considering the preferences of customers, half of the brands in recent times use green marketing strategies. In this research it has been highlighted that the researcher has focused on conducting a "primary quantitative data analysis method" and in order to perform this method, the researcher has utilized the SPSS tool. In addition, 10 questionnaires have been created and among these questions 8 are variable-based questions and 2 are demographic questions. In the result section, descriptive statistics, ANOVA, correlation, regression analysis, and frequency charts have been formulated by using the SPSS tool. In the discussion section, it has been elaborated that usage of green marketing approaches can have a positive impact on brands and it can also change perceptions of customers about sustainability
Keywords
Consumer ; Brand ; Green marketing ; Environment Friendly ; Green Marketing Sustainability ; Branding
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