International Research Journal of Education and Technology

This project explores the influence of green marketing on consumer choice and the growing importance of sustainability in consumer behavior. It examines how green marketing strategies, such as eco-friendly products and sustainable practices, impact consumer perceptions and purchasing decisions, ultimately shaping demand for environmentally conscious goods and services. The project also investigates the factors driving consumer preferences for green products and the role of sustainability in building brand loyalty and trust. The study delves into how consumers perceive green marketing initiatives, how these perceptions influence their purchasing decisions, and the factors that drive their choice of environmentally friendly products and services. The research examines the evolving consumer preferences for sustainable products and services, highlighting the growing importance of sustainability in building brand reputation and fostering long-term customer relationships.