International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 6 (November-December 2026) Submit your research before last 3 days of December to publish your research paper in the issue of November-December.
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Volume 8 Issue 6
November-December 2026

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Influence Of Sustainable Marketing Practices On Consumers’ Purchase Decisions: An Empirical Study

Author(s) Ms. Annapoorna P G, Dr. Nikshitha Shetty
Country India
Abstract Introduction
The growing concern over environmental degradation has encouraged businesses to integrate sustainability into their marketing strategies and promote products that are environmentally responsible. Sustainable marketing practices have increasingly become an important factor influencing how consumers evaluate products and make purchasing decisions.
Purpose of the Study
This study examines the influence of sustainable marketing practices on consumers’ purchase decisions, with particular emphasis on practices such as eco-friendly product development, sustainable packaging, green advertising, responsible branding, and environmental communication. The study seeks to understand whether consumers’ awareness and perceptions of sustainability translate into actual purchasing decisions.
Methodology
A structured questionnaire can be used to collect primary data from consumers, and appropriate statistical techniques can be employed to examine the relationship between sustainable marketing practices and purchase decisions.
Expected Findings
The study is expected to provide insights into the extent to which sustainability-oriented marketing influences consumer preferences and buying choices. The findings may help marketers understand the importance of sustainability factors in shaping consumer behaviour.
Research Implications
The findings may help marketers develop more credible and consumer-focused sustainability strategies while enabling businesses to align their marketing objectives with growing environmental expectations. The study also highlights the importance of transparent environmental communication and genuine sustainable practices in building consumer confidence and encouraging responsible consumption.
Keywords Sustainable Marketing, Consumer Behaviour, Purchase Decisions, Green Marketing, Sustainable Consumption, Environmental Awareness
Field Business Administration
Published In Volume 8, Issue 6, November-December 2026
Published On 2026-11-09
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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