The Role of Environmental Values in Sustainable Marketing on Young Consumers’ Purchase Decisions

Rahayu Mardikaningsih; Siti Nur Halizah

Authors

Rahayu Mardikaningsih Universitas Sunan Giri Surabaya
Siti Nur Halizah Universitas Sunan Giri Surabaya

Keywords:

sustainable marketing, purchase decisions, millennial consumers, environmental values, consumer behavior, marketing strategies, environmental sustainability

Abstract

Sustainable marketing has increasingly become a strategy adopted by companies in response to rising public concern over environmental and social issues. This strategy integrates sustainability principles into all marketing activities, ranging from product development and promotion to distribution, with the aim of creating long-term value for companies, consumers, and the environment. The purpose of this study is to analyze the influence of sustainable marketing on consumer purchase decisions among millennials, with a particular focus on how environmentally friendly values embedded in marketing strategies affect the responses and behaviors of young consumers. The method employed is a literature review that examines relevant scholarly sources. The findings indicate that the implementation of sustainable marketing significantly influences millennials’ purchasing decisions, as this consumer group tends to demonstrate higher awareness of environmental issues and prefers products and services marketed with sustainability considerations. The main conclusion of this study is that the success of sustainable marketing in shaping purchase decisions depends on the authenticity of the messages conveyed, the alignment with consumers’ values, and the ability of companies to demonstrate their commitment to sustainable practices. This study contributes to the advancement of knowledge in marketing and consumer behavior and provides practical guidance for companies in designing and implementing effective sustainable marketing strategies to engage millennial consumers.

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