The impact of the brand's green marketing strategy on consumers' environmental awareness

Against the backdrop of increasingly severe global environmental issues and the rise of green consumption trends, this study focuses on the effect of brand green marketing strategies on enhancing consumers' environmental awareness. Based on Planned Behavior and Consumer Behavior Theory, this study adopts a quantitative research approach to develope a theoretical model with hypotheses to assess the impact of green product, promotion, and channel strategies on environmental awareness. The results show that all three green marketing strategiesgreen product, green promotion, and green channel strategies have significant positive effects on consumers' environmental awareness. Among them, green channel strategies exhibit the strongest influence (=0.407, p<0.01), followed by green promotion strategies (=0.193, p=0.081, p<0.05), collectively explaining 34.9% of the variation in consumers' environmental awareness. The study provides empirical support for enterprises to optimize their green marketing mix, effectively enhancing consumers' environmental awareness and promoting the development of the green consumption market.