EVALUATING THE EFFECTIVENESS OF GREEN MARKETING INITIATIVES IN ENHANCING CUSTOMER SATISFACTION, DRIVING PRODUCT SALES, AND EXPANDING MARKET SHARE

Abstract

With environmental sustainability becoming a critical priority for both businesses and consumers, green marketing has emerged as an essential strategic approach. This research evaluates the effectiveness of green marketing initiatives in improving product sales and expanding market presence, drawing insights from case studies of Patagonia, Tesla, and The Body Shop. A qualitative methodology was applied, utilizing an extensive literature review and thematic analysis of secondary data available up to October 2023. The results demonstrate that genuine and transparent green marketing practices significantly influence consumer purchasing decisions, leading to higher sales volumes and broader market growth. The effectiveness of these strategies is primarily driven by authenticity, consumer awareness, and the perceived benefits of eco-friendly products. Nevertheless, challenges such as consumer price sensitivity and skepticism toward greenwashing remain, though they can be reduced through honesty, clarity, and sustainable practices. The study concludes that when integrated thoughtfully into business models, green marketing initiatives not only strengthen financial performance but also contribute meaningfully to environmental goals. Practical recommendations include embedding sustainability within corporate strategies, educating customers about environmental benefits, and ensuring that eco-friendly products provide clear and tangible value.