Consumer Behavior in Green Marketing: The Role of Environmental Awareness, Trust, and Price Sensitivity
Keywords:
Green marketing, consumer behavior, environmental awareness, trust, price sensitivity, purchase intention, sustainable consumptionAbstract
Green marketing has become an important topic in both research and practice. This study focuses on three key factors that influence consumer behavior: environmental awareness, trust, and price sensitivity.
The aim of the study is to better understand how these factors are related to purchase intentions. The analysis is based on both theoretical and empirical perspectives.
The results show that environmental awareness plays an important role, although it does not always lead to actual purchasing behavior. In many cases, consumers may support environmental ideas but still choose products based on price or convenience.
Trust also plays a role, especially when consumers evaluate marketing communication. If the information is clear, responses are usually more positive, although this may vary depending on the situation.
Price sensitivity remains a limiting factor, particularly in more price-sensitive markets.
Overall, consumer behavior in green marketing is not always easy to explain. Different factors influence decisions at the same time, and in practice results may vary.
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Copyright (c) 2026 Samadbek Zakirov, Kasim Khusanov
This work is licensed under a Creative Commons Attribution 4.0 International License.
