Green Marketing and Its Impact on Consumer Buying Behavior

Omar Ahmed Aldubai, Evrim İldem Develi


Environmental awareness is growing, as is consumers’ interest in ecologically friendly products. As a result, businesses have adopted green marketing methods to fully use resources by decreasing waste, accomplishing organizational goals, and adhering to environmental regulations. This study aims to look at how green marketing and the marketing mix have evolved through time. Furthermore, this study focuses on consumers purchasing habits regarding green products. The primary goal of this questionnaire is to determine the impact of green marketing on consumers’ awareness of the green product in Yemen. It’s a descriptive-analytical approach to achieve the research objectives and the study tool is a questionnaire. The questionnaire is made up of twenty items. Within the participants it is found that the actuality of green marketing mix elements was high, with the green product element coming top, followed by green promotion, green pricing, green place, and finally green product. Furthermore, it’s found that consumers’ knowledge of green products is quite strong and that there is a statistically significant influence of green marketing mix elements on environmental consumer awareness, culture, directions, and behavior. The study is made in Yemen and this makes the study unique. It is offered a series of suggestions as a highlight of the study results, including the need for enterprises to provide numerous green options and satisfy consumers in Yemen.


Green Marketing, Green Marketing Mix, Green Environment, Consumer Behavior

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Journal of International Trade, Logistics and Law is licensed under a Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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