The objective of this study is to examine the extent of awareness, intention, and behavior among university students in relation to green marketing. It is recognized that the present cohort of students, as well as future generations, will have a substantial impact on shaping the course of the world. The respondents for this study consisted of university students, and the collected data was subsequently analyzed using SPSS (Statistical Package for Social Sciences) 25 in order to test the stated hypothesis. University students exhibit a comprehensive understanding of green marketing and a conscious inclination toward embracing favorable intentions and behaviors in relation to this domain. The results of this study suggest that there exists a statistically significant and positive correlation between individuals’ level of green awareness and their intention to participate in environmentally friendly consumer practices. Furthermore, it has been observed that the intention of consumers to engage in green practices has a noteworthy influence on their subsequent behavior in terms of adopting environmentally friendly behaviors. The findings obtained from studies on green marketing are of utmost importance in offering valuable guidance and orientation toward a future characterized by heightened environmental awareness and sustainability. The novelty of this study is to provide a lucid comprehension of students’ perceptions about green marketing. Several factors can potentially impact the intention and behavior of environmentally conscious consumers, including personal values, social norms, and economic factors. Additional research is necessary in order to obtain a more thorough comprehension of the complexity of these variables, and how they interact to impact consumer behavior.

The objective of the study was to analyze green marketing in the promotion of environmentally responsible and sustainable practices in the development of resilient infrastructure in Peru. The methodology used was qualitative and interpretative, the documentary design based on the systematic review of scientific literature. The PRISMA model was applied for the selection of units of analysis, resulting in 36 articles out of an initial total of 950. Content analysis was used to examine the documents, following a detailed procedure that included the use of Grounded Theory to categorize and analyze the data. The results highlighted the importance of integrating green marketing and sustainable practices into resilient infrastructure planning and development. Key strategies were identified that include promoting environmental responsibility, adopting sustainable technologies in construction, and implementing policies that foster urban resilience and sustainability. The findings highlight the adoption of a comprehensive approach that combines green marketing with resilient infrastructure planning and development to address environmental challenges and promote sustainable development in Peru.

Presented article takes a study done by researchers Davari & Strutton in the US in 2014 and replicated the same approach and methodology in evaluating how green marketing mix elements (product, price, promotion, place) influence brand associations, grand loyalty, perceived brand quality, and brand trust, in the context of retail chain stores in Czechia. The reason for this is the fact that the issue of reconciling pro-environmental beliefs of consumers with their real behavior is still topical. Businesses need to be careful with their green claims and focus on authentic green marketing in order to attract and retain the trust of environmentally conscious consumers in the long term. The research employs quantitative data analysis, drawing data from the survey, which was run online for five weeks and collected 4700 responses. The respondents are people who live in Czechia and have shopped in one of five stores at least during the last month. The reason for focusing on the Czechia is primarily the fact that green marketing is basically only on the rise here, while greenwashing still remains a significant problem. Six hypothesis were formulated, and linear regression analysis was used to test them. Key findings of the research revealed that green products and promotions positively influence brand associations and perceived brand quality, while green promotions significantly enhance brand loyalty and trust. Additionally, there was observed influence of consumers´ environmental concerns and consideration of future consequences significantly moderating the relationship between green marketing and brand equity. The findings provide insight for businesses to integrate green marketing strategies to increase brand trust, loyalty, and perceived quality while environmentally conscious consumers.

Problem statement: An environmentally conscious consumer’s perspective can shift as they look for things that are gentler on the planet. Conversely, businesses engage in greenwashing when they try to cover up their lacklustre environmental initiatives. The current research was used the theory of rational choice behaviour to examine a model that connects corporate green washing and consumers’ green purchase intentions via the mediating roles of perceived risk, green trust and green confusion about food and beverage brands in Saudi Arabia. Research motivation: Sustainable business practices have been developed and adopted by corporations in response to the growing interest in environmentally friendly lifestyles and green products. However, green washing has become increasingly common as a means for businesses to give off the impression that they care about the environment when they really don’t. Research methodology: The online survey was used to obtain data directly from consumers about their views on green washing by corporations. Primary data was analysed using appropriate statistical tools and techniques in SPSS, AMOS and SmartPLS software, such as Correlation, Regression, Structural Equation Modelling (SEM), etc. Results: In terms of perceived greenness and confusion, the results showed that green wash mediates the relationship between green purchasing intention and greenness. There is a two-way correlation between consumers’ intentions to buy environmentally friendly products and their levels of green perception, and green confusion. The findings of this study were broadening our understanding of the consequences of green washing. Conclusions: All things considered, the study was encouraging more research on the subject and be a useful tool for academics, corporate managers, and students interested in environmental sustainability, product innovation, and green branding. According to the results, businesses can improve their green purchasing intentions by cutting down on green washing and focusing instead on building a positive reputation for their brand and encouraging customer loyalty. Corporate performance and social environment sustainability can both benefit greatly from this paper’s expansion of knowledge regarding the processes of individual customer psychological effects after perceptions of corporate greenwashing behaviour.

This study explored the relationships between green market orientation and competitive advantage, with a particular focus on the mediating role of green sustainable innovation. The research utilized a structured questionnaire to gather data from managers involved in environmental protection and professionals working in the manufacturing sectors of computers, electronics, optical products, and electrical equipment. The survey targeted respondents from key regions in Saudi Arabia, including Riyadh, Qassim, and the Eastern Province, resulting in a total of 273 responses. The collected data were analyzed using structural equation modeling (SEM), a robust statistical technique that allows for the examination of complex relationships between variables. The findings confirmed a mediational model where green sustainable innovation—comprising both green product and green process innovation—served as a critical intermediary linking green market orientation to competitive advantage. Furthermore, the study validated direct effects of green market orientation on both green sustainable innovation and competitive advantage. These results emphasize the dual pathways through which green market orientation influences business performance. The research concludes by offering actionable insights for Saudi managers, highlighting strategies to maximize profitability and competitiveness through the adoption and implementation of green sustainable innovation practices.