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.

本研究突显了绿色营销对消费者行为，尤其是在采用可持续环境策略的微型、小型和中型企业（MSMEs）中的显著影响。研究的主要发现表明，绿色营销在提升购买意图和客户忠诚度方面发挥着至关重要的作用，进而积极影响消费者对环保产品的反响。