Amid growing environmental concerns and rising consumer awareness, green marketing has emerged as a strategic tool for businesses aiming to promote sustainability while strengthening brand perception. This study explores the influence of green marketing on shaping sustainable consumer behaviour and enhancing brand image in an increasingly eco-conscious market. The primary objective is to examine how green marketing strategies affect consumers’ purchasing decisions, trust, and loyalty towards environmentally responsible brands.

To achieve this, a mixed-methods approach was adopted. Quantitative data was collected through a structured survey involving 300 consumers from diverse demographic backgrounds, while qualitative insights were gained through in-depth interviews with marketing professionals across various industries. The survey assessed consumer attitudes toward green products, perceived authenticity of green claims, and corresponding purchasing behaviours. Interview data provided context on how companies design and implement green marketing campaigns.

Findings indicate a strong correlation between effective green marketing and positive consumer behaviour towards sustainability. Consumers are more likely to engage in eco-friendly purchasing when they perceive a brand’s environmental efforts as genuine and transparent. Moreover, companies with consistent green messaging tend to enjoy higher brand trust, improved customer loyalty, and a competitive market advantage. However, the study also highlights the risk of greenwashing, which can erode consumer trust and damage brand reputation.