Green marketing and sustainable consumer behavior in Jordan: Advancing SDGs through localized strategies and environmental awareness

Abstract

This study focused on the investigation of the green marketing influence on sustainable customer behavior by looking at how it can affect purchase intention, customer loyalty and brand reputation regarding problems such as water scarcity and limited natural resources in Jordan. The study conducted a questionnaire on 672 Jordanian consumers to assess environmental consciousness in relation to their attitudes toward localized green marketing strategies, focusing more on the moderating influence of product pricing and cultural values. Green marketing significantly predisposes the intention to buy and brand loyalty. Conversely, high product price is a prohibitive factor for the adoption of green products. Consumers across higher education and income strata are more receptive to green products.  Cultural values and environments amplify the effectiveness of this green marketing. Local market-oriented green marketing strategies dealing with specific environmental challenges and socio-economic factors are supportive of sustainable consumer behavior.   Attention is given to these two main priorities increasing affordability and cultural alignment to overcome such barriers. Businesses and policymakers can use these insights to craft effective green marketing strategies. Subsidies, cost cuts, and culturally aligned campaigns can enhance consumer engagement and sustainability in Jordan.