GREEN MARKETING AND CONSUMER BEHAVIOR TO PROMOTE ECO-FRIENDLY PRODUCTS

Cabrera-Flores A.J.; Minchola-Angulo M.C.; Pacora-Gonzales S.E.; Pozo-Cardenas N.B.; Reategui-Vega O.A.M.; Valderrama-Puscan M.W. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/leird2025.1.1.281

Resumen

The study analyzes how green marketing influences 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 different consumers in the decision to purchase eco-friendly products? Key factors identified include responsible attitudes, environmental awareness, eco-labeling, and the role of social media. Effective 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 different social profiles. © LEIRD 2025.All rights reserved.

Instituciones: Universidad César Vallejo