Title: Examining Sustainable Development Goals through the lens of sustainable marketing in emerging markets

Authors: Uttam Kaur; Prashant Kumar Siddhey

Addresses: University School of Business, Chandigarh University, Gharuan, Punjab, 140413, India ' University School of Business, Chandigarh University, Gharuan, Punjab, 140413, India

Abstract: This research explores customer responses to marketing and business strategies directed toward achieving Sustainable Development Goals (SDGs), with a specific focus on understanding how sustainable marketing practices contribute to India's progress in the SDGs in the emerging markets landscape 2024. Employing an optimistic methodology, the study collected and analysed data, utilising a PLS-SEM approach to investigate the connection between sustainable marketing techniques and consumer behaviour. The distribution of 450 questionnaires was determined for this purpose. The study's outcomes illuminate the impact of marketing strategies on influencing consumers to opt for eco-friendly packaging. Notably, the results reveal a robust correlation between sustainability marketing and consumer behaviour. Furthermore, the research underscores the mediating role of pricing in the relationship between sustainable marketing strategies and consumer behaviour. Overall, the findings provide compelling evidence of how consumer perceptions, influenced by environmental concerns, contribute to the formulation of environmentally conscious policies.

Keywords: marketing strategies; sustainable marketing; eco-packaging; buying behaviour; PLS-SEM; consumers.

DOI: 10.1504/IJGE.2024.142403

International Journal of Green Economics, 2024 Vol.18 No.4, pp.339 - 357

Received: 27 Oct 2023
Accepted: 06 Jul 2024
Published online: 29 Oct 2024 *

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