Driving Green Choices: The Role of Sustainable E-Marketing in Shaping Consumer Buying Behaviour

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Research demonstrates e-marketing drives green purchase behavior in consumers, highlighting green trust and environmental awareness.

E-marketing strategies significantly impact consumers' green purchase behavior, promoting sustainable choices.
Green trust plays a crucial mediating role, while environmental awareness acts as a moderating factor.
Structural Equation Modeling analysis was conducted on data from 160 respondents, confirming the theory's applicability.
Findings emphasize the importance of transparent, personalized messaging for engaging Gen Z and Millennials.

Ramesh Chandrahasa Shazia Tabasum (2025) studied this question.

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