Innovation Through Computing Green Marketing and Its Effect on Consumer Purchase Intention

Recognizing the significance of environmental responsibility is crucial in today's world. Both businesses and consumers have a vital role to play in effectively managing natural resources to reduce environmental impacts and financial costs. It is imperative for every type of business to prioritize environmental responsibility beyond legal obligations, ensuring the sustainability of our environment for future generations. This paper focuses on understanding consumer reactions to green marketing and its influence on their purchasing intentions. It also highlights practices that can foster environmentally friendly decisions and lifestyles, ultimately contributing to the protection and preservation of natural resources for current and future generations. The primary objective of this study is to identify the factors that impact consumers' intentions to purchase green eco-friendly products. To achieve this, the research employs a simple purposive convenient sampling technique to succinctly outline the research objectives. The findings of this study provide clear insights into consumer behaviour towards eco-friendly products and the various factors that shape their purchasing decisions.