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GREEN MARKETING IMPACT ON BEHAVIOURAL CHANGE FOR SUSTAINABLE CONSUMPTION IN GREEN ECONOMY
Abstract
Green growth is defined as a way in which the economy can continue to grow while ensuring the preservation of natural resources for the future. The concept of a green economy, which focuses on economic growth while preserving the natural capacity for renewal, has become a central element of sustainable development policy. The development of a green economy is not limited to energy and infrastructure, but affects all economic development processes, including business communication and market processes. One of these processes is green marketing, which works as a bridge between sustainability policy and consumer habits. Green marketing is becoming a strategic tool that helps companies attract environmentally conscious customers and promote more environmentally friendly consumption. However, an important question arises about the nature of marketing itself. The primary task of marketing is to promote and sell any product, regardless of its environmental characteristics. This creates a contradiction and raises the question of whether green marketing really promotes sustainable behaviour or whether marketing is simply adapting to market trends to encourage consumption. This article presents research data based on a quantitative and qualitative approach, including a survey of respondents from different age and social groups with the aim of identifying factors that influence consumer behaviour and whether green marketing promotes greener consumer behaviour or merely shifts the focus of consumption. The aim of the study is to analyse the impact of green marketing elements on consumer perception and purchasing behaviour and their impact on the environment. The results of the study point to a contradiction between the main function of marketing, which is to stimulate consumption, and the promotion of sustainable behaviour. Although green marketing can motivate more environmentally friendly choices, it is still based on promoting consumption growth. The study is being conducted in several stages, and the next stages will analyse the potential impact of green marketing strategies on sustainable resource use and overall consumption reduction. Particular attention will be paid to whether such communication can lead to truly environmentally friendly choices, thereby adding to the knowledge of the impact of behaviour on the long-term stability of environmental systems.
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