Sustainable Marketing Practices and Consumer Behavior in the Adoption of Eco-Friendly Products in Emerging Economies

Abstract

This research paper will look at the uptake of eco-friendly products in the emerging economies with special attention to the influence of sustainable marketing practices and consumer behavior. The study establishes some of the key drivers, such as environmental concern, perceived value, trust in green claims, price sensitivity, and socio-cultural influences. It is suggested that a two-stage behavioral model be used to investigate the influence of these factors on purchase intention and actual behavior through accessibility as a mediator. It employed a mixed-method design (quantitative survey of 600 participants in India, Indonesia, and South Africa and qualitative interviews with 30 individuals). The data were analyzed using descriptive statistics and structural equation modelling (SEM). The results indicate that environmental concern (β=0.62), perceived value (β=0.75), and trust in green claims (β=0.78) have a significant impact on purchase intention, whereas price sensitivity (β=-0.48) does not. It was discovered that the purchase intention and accessibility were strong predictors of actual behavior. Hypothesis testing revealed that the null hypothesis (H0), no significant relationship between purchase intention and actual behavior, and no mediation through accessibility, was rejected. The alternative hypothesis (H1), that there was a significant relationship between intention and behavior, mediated by accessibility, was accepted. The research points out the attitude-behavior gap in which high purchase intention cannot always be converted into reality because of such barriers as price and access. The model suggested can be used to create more effective, culturally specific green marketing approaches. This model can be expanded in future studies to other emerging economies, and real-time data can be included to hone sustainability adoption models.