Green Marketing Strategies and Consumer Engagement: A Theoretical Perspective
DOI:
https://doi.org/10.38035/gijtm.v3i2.391Keywords:
Green marketing, Consumer engagement, Eco-labeling, Green branding, Environmental concernAbstract
As environmental concerns continue to escalate, businesses are increasingly adopting green marketing strategies to attract and engage environmentally conscious consumers. However, the relationship between these strategies and consumer engagement remains complex and underexplored. This conceptual paper aims to develop an integrative framework that explains how various green marketing strategies—such as eco-labeling, green advertising, and digital green content—affect different dimensions of consumer engagement (cognitive, emotional, and behavioral). Drawing upon the Stimulus-Organism-Response (S-O-R) framework and supported by recent literature, the study introduces mediating constructs like green perceived value and consumer trust, as well as moderating factors such as environmental concern and self-identity. The proposed model offers theoretical insight into the psychological mechanisms that drive sustainable consumer behavior and provides managerial implications for designing more effective green campaigns. This paper concludes by suggesting future research directions and emphasizing the need for empirical validation across industries and cultures.
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