This study examines the impact of green marketing behavior on consumers' green consumption intention. Employing a cross-sectional survey design, the research targeted a diverse population, yielding a sample of 500 respondents. The survey measured variables such as eco-labeling, green advertising, sustainable packaging, and green consumption intention. Descriptive and inferential statistical analyses were conducted, with the regression model demonstrating a significant relationship between green marketing behavior and green consumption intention. Eco-labeling and green advertising emerged as strong predictors, whereas the influence of sustainable packaging was comparatively lesser. The study highlights the crucial role of effective communication in green marketing, suggesting that transparency and persuasive information are key to fostering sustainable consumer behaviors. The findings contribute to the understanding of green marketing strategies' effectiveness, emphasizing the need for continued research in diverse contexts and over longitudinal periods. The limitations include the cross-sectional nature of the study and reliance on self-reported data, which suggest avenues for future research employing varied methodologies. Overall, this research provides valuable insights into the dynamics of green marketing and consumer behavior, offering guidance for businesses and policymakers in promoting environmentally responsible consumption practices.

Yang Liu, Josefine M. De Leon. The Green Marketing Behavior on Consumers' Green Consumption Intention. Academic Journal of Business & Management (2023) Vol. 5, Issue 27: 33-38. https://doi.org/10.25236/AJBM.2023.052706.

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