The influence of Eco-friendly marketing strategies on consumer behavior in purchasing green products: A case study among Generation Z undergraduates

The purpose of this research study is to investigate the influence of environmentally friendly marketing strategies on consumer behavior in purchasing green products. This study was conducted among undergraduate students including generation Z. For the purpose of this study, a quantitative research methodology will be used, and a survey questionnaire will be used to collect data from a sample of university students in Malaysia aged 18 to 27 years. An eco-friendly marketing strategy is a sustainable business where social responsibility is combined with environmental sustainability. This is important for companies on this platform to be competitive with each other. The business environment is the main focus in green marketing where it becomes a promotional method in business. In order to meet the requirements of green marketing, evidence is required to confirm that the products and services are environmentally friendly. Marketing strategies in an environmentally friendly scope need to be taken seriously to curb pollution in various aspects of the world. Therefore, this study was produced to obtain views and surveys among generation Z undergraduate students who are more exposed and their level of understanding of nature is also higher. For the purposes of this study, a quantitative research methodology will be used, and a survey questionnaire will be used to collect data from undergraduate students from selected universities in Malaysia. Several possible drivers of acceptance will be assessed through the use of questionnaires. It is expected that the results of this study will provide a significant picture of the level of influence of environmentally friendly marketing can affect the behavior of customers in the purchase of environmentally friendly products. The findings will not only contribute to the current body of knowledge on environmental friendliness, but it will also serve as a practical guide for ministries of natural resources, environment and climate change that wish to improve their studies and attract a larger customer base. This study will also provide a framework for future studies in the subject of human geography, opening the door for further examination of acceptability criteria and possible improvements in environmentally friendly marketing strategies. In addition, this research will provide a foundation for future students.