The Impact of Marketing Strategies and Consumer Perceptions on Sustainability

Abstract

The majority of research on green consumer behavior, particularly as it relates to disposal and purchase, has focused on socio-demographics and demographics, producing a wide range of sometimes contradictory results. In order to further the discourse, we conducted a comprehensive study on 40 different sustainability activities involving 100 consumers. Each participant ranked these activities on a matrix based on their perceived level of effort and the perceived impact they have on the environment. The researcher has identified trends both among respondents and between certain activity combinations. This model helps us better understand how customers see sustainable practices. Marketers might use this knowledge to contemplate marketing tactics that effectively impact consumers' impressions of these activities.