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Unveiling the Influence of Green Marketing on Consumer Behavior in North Macedonia: A Comprehensive Analysis

In: Navigating Economic Uncertainty - Vol. 1

Author

Listed:
  • Teuta Veseli-Kurtishi

    (South East European University)

  • Haxhere Dervishi

    (South East European University)

Abstract

This research aims to thoroughly examine the influence of green marketing on consumer behavior, exploring various dimensions that contribute to the intricate interaction between marketing strategies and consumer choices. Employing a blend of qualitative and quantitative research methods, including surveys and consumer case studies, we will conduct a comprehensive analysis of the impact of green marketing. We anticipate that this study will yield valuable insights into the significance of green marketing in fostering sustainable development. Additionally, we aim to offer guidance to businesses and policymakers on the effective integration of green marketing strategies.

Suggested Citation

  • Teuta Veseli-Kurtishi & Haxhere Dervishi, 2025. "Unveiling the Influence of Green Marketing on Consumer Behavior in North Macedonia: A Comprehensive Analysis," Springer Proceedings in Business and Economics, in: Veland Ramadani & Abdylmenaf Bexheti & Hyrije Abazi-Alili & Carmem Leal & Carlos Peixeira Marques (ed.), Navigating Economic Uncertainty - Vol. 1, pages 153-167, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-73506-6_9
    DOI: 10.1007/978-3-031-73506-6_9
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