Explaining the Green Marketing–Behavior Gap: Why Sustainability Initiatives Fail To Influence Consumer Purchasing in an Emerging Market

Abstract

Background and Purpose: The increasing emphasis on environmental sustainability has encouraged organizations to adopt green marketing strategies to promote environmentally responsible consumption. However, a persistent discrepancy remains between consumer awareness of sustainability issues and actual purchasing behavior, commonly referred to as the green marketing–behavior gap. This study aims to examine the influence of eco-labeling, green advertising, corporate social responsibility (CSR), and sustainable packaging on sustainable product choices among Malaysian consumers and to explore the extent to which green marketing initiatives translate into behavioral outcomes.