Impact of Sustainable Marketing Strategies on Purchasing Behavior of Consumers

Abstract

Consumers of today are understanding marketing strategies and now it has become difficult to market products with the traditional concept of selling, so marketers has come up with the new concept of sustainable marketing strategies like, Green marketing which includes, Marketing with continuous tracking mobile applications and videos, natural ingredients, Reusable packaging, donating profit percentages, partnering with charities. Many companies have initiated these marketing strategies and this paper aims to study the impact of these strategies on repeat purchase behavior, psychological aspect and consumer satisfaction. To get clear insights a consumer survey on a 5 point likert conducted on a sample of approximately 183 consumers and to test this t-test method used which stated that continuous tracking options, natural ingredients, reusable packaging, donating profits have a significant impact and partnering with charities does not have much effect on the purchasing behavior of the consumers.