ISSN: 2226-3624
Open access
This article investigates how customer purchase decisions in the retail industry are impacted by green marketing tactics. It demonstrates how eco-marketing, often known as green marketing, has developed from a niche idea centered on legal compliance to a widely employed tactic essential to business success. Creating environmentally friendly products, using sustainable packaging, providing energy-efficient options, implementing CSR programs, gaining green certifications, being open and honest with communication, and interacting with the community are all important tactics. The article looks at how these tactics fit in with customer preferences, improve brand perception, and support environmental sustainability. In the empirical analysis section, this study takes rice marketing as an example and combines the SOR theoretical model to explore the construction of a theoretical model for the impact of green marketing on purchase intention, and explores the intermediary mechanism within it. And provide green marketing strategies
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