The Influence of Green Marketing and Environmental Awareness on Consumer Purchase Intention of IKEA Green Product

Abstract

In an era where sustainability and environmental stewardship are paramount, advancing green marketing and fostering heightened ecological consciousness are pivotal to nurturing the growth of the green product market. This study examines the complex interplay between demographic factors, green marketing initiatives, and environmental awareness in shaping consumers' intentions to purchase green products. By conducting an exhaustive review and empirical analysis of extensive literature, this research elucidates the multifaceted relationships among these determinants, offering a robust empirical foundation for crafting green marketing strategies and fostering a green mindset. The findings underscore the profound positive influence that green marketing and environmental awareness exert on the propensity to buy green products. In contrast, the role of demographics is characterized by a complex mosaic, necessitating a nuanced examination of the various demographic traits at play. This investigation enriches the tapestry of green marketing and consumer behavior theories while simultaneously presenting actionable insights for industry professionals. It suggests that while the path to green consumption is significantly illuminated by marketing and awareness, the demographic landscape must be navigated with a keen understanding of its diverse and subtle influences. The study, therefore, serves as a compass for marketers and policymakers in steering the market toward sustainable practices and informed consumer decisions.