Eco-branding and consumer behavior: Innovative marketing strategies in ecology and environmental sciences

Ural State University of Economics, Yekaterinburg, Russia

^* Corresponding author: e.s.kulikova@mail.ru

Abstract

In the contemporary marketplace, eco-branding emerges as a pivotal strategy for aligning consumer behavior with environmental sustainability goals. The scientific article explores the dynamic interplay between eco-conscious branding initiatives and consumer purchasing decisions. This exploration is grounded in the premise that effective ecobranding not only enhances brand loyalty and market share but also fosters a deeper consumer commitment to sustainability practices. Utilizing a multidisciplinary approach, the article examines case studies of successful eco-brands, analyzing the marketing strategies that these brands employ to communicate their environmental values and the impact of these strategies on consumer behavior. Key findings suggest that transparency, authenticity, and a clear demonstration of environmental impact are critical components of successful eco-branding. Additionally, the article discusses the role of social media and digital marketing in amplifying the reach and influence of eco-brands. By identifying the mechanisms through which eco-branding can shape consumer preferences and behaviors, this article contributes valuable insights for businesses seeking to drive sustainable consumption and for policymakers aiming to promote environmental awareness through consumer markets.