The Impact of Green Marketing on Consumers’ Purchase Intentions

Abstract

Against the background of sustainable development and China’s “dual-carbon” goals, this paper explores the impact of green marketing on consumers’ purchase intentions. Through literature review, theoretical analysis, and case studies, a logical framework of “green marketing–consumer perception–purchase intention” is constructed. The study finds that green product innovation, brand communication, and corporate social responsibility effectively enhance consumers’ trust, emotional identification, and value perception, thereby increasing their purchase intentions. Case studies of Huawei and Unilever further demonstrate that authenticity and continuity are key to achieving success in green marketing.