GREEN MARKETING AND CONSUMER BEHAVIOR TO PROMOTE ECO-FRIENDLY PRODUCTS (#281)

Authors

Pacora Gonzales, Santos Edinson

Cabrera Flores, Alexander Jhoel

Minchola Angulo, Mariana Carolina

Pozo Cardenas, Nicolle Brigitte

Reategui Vega, Oriana Almendra Mia

Valderrama Puscan, Marlon Walter

Abstract

Abstract– The study analyzes how green marketing infl uences consumer behavior in promoting eco-friendly products, especially among young people and Generation Z. It addresses the research question: What are the relationships between green marketing strategies and the pro-environmental behavior of diff erent consumers in the decision to purchase eco-friendly products? Key factors identifi ed include responsible attitudes, environmental awareness, eco-labeling, and the role of social media. Eff ective strategies such as the green marketing mix, emotional advertising, and educational campaigns are highlighted. Despite growing interest, barriers such as high prices and lack of information persist. The research proposes strengthening environmental education and adapting strategies to diff erent social profi les.