Green Marketing and Its Impact on Consumer Behavior in MSMEs :Exploring Sustainable Environment Business Strategies

The study highlights the significant impact of green marketing on consumer behavior, particularly in the context of Micro, Small, and Medium Enterprises (MSMEs) that adopt sustainable environmental strategies. Key findings from the research suggest that green marketing plays an essential role in enhancing purchase intention and customer loyalty, which in turn positively influence customer responses to environmentally friendly products.

本研究揭示了绿色营销（green marketing）对消费者行为的显著影响，其研究范畴尤其聚焦于采用可持续环境战略的微型、小型和中型企业（Micro, Small, and Medium Enterprises, MSMEs）。该研究的关键发现表明，绿色营销在提升消费者购买意向与顾客忠诚度方面发挥着至关重要的作用，而这两项指标又会正向影响消费者针对环保产品的消费反应。