Customers' Attitude towards Green Marketing. How does Sustainable Marketing Influence Customer Perceptions?

Student: Benchuk Maksim

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

This research paper aims to study the perception of sustainable marketing by consumers. This work aims to understand customer attitudes towards green marketing. Also, the work will assess the importance of the environmental friendliness of goods and services provided by the brand for customers. This study should help businesses of all sizes in creating a marketing campaign. It will provide an answer to the question of the appropriateness of using green marketing, which will help to understand the key points that consumers pay the most attention to. Thanks to this, companies will save their advertising budget, as they will better understand the key motivators of their customers that drive them when choosing a product or service.

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