The Role of Environmental Concern in Shaping Consumer Purchase Decisions for Products Implementing Green Marketing

Abstract

This study aims to explore the meaning and role of environmental concern in shaping consumer purchase decisions regarding products that implement green marketing strategies. Growing awareness of environmental issues has encouraged companies to adopt various environmentally friendly marketing practices. However, consumer responses to these strategies are not always uniform, as they are influenced by the level of environmental concern possessed by each individual. Therefore, this study seeks to explore consumers’ experiences and perceptions of green marketing practices and to understand how environmental concern influences their purchase decisions. This study employs a qualitative approach using a phenomenological method. Informants were selected purposively and consisted of consumers who had purchased or used products marketed with environmentally friendly attributes. Data was collected through in-depth interviews and analyzed using phenomenological analysis techniques, including data reduction, thematic categorization, and the extraction of essential meanings from participants’ lived experiences. The findings reveal that environmental concern is a significant factor influencing how consumers perceive and respond to green marketing strategies. Consumers with a high level of environmental concern tend to pay greater attention to information regarding product sustainability, eco-friendly packaging, and corporate commitments to environmental preservation. In contrast, some consumers continue to prioritize factors such as price, product quality, and accessibility when making purchasing decisions. The study also finds that green marketing is perceived not merely as a marketing strategy but as a representation of a company’s values and social responsibility, which can enhance consumer trust. This study concludes that environmental concern plays a crucial role in shaping consumers’ experiences and purchase decisions regarding environmentally friendly products. The findings suggest that companies should not only emphasize environmental claims in their marketing activities but also promote broader environmental education and awareness among consumers.