Understanding Socioeconomic Challenges of Environmental Sustainability through Consumer Awareness, Buying Behaviour and Green Marketing

Socioeconomic challenges to environmental sustainability are closely linked to consumer awareness and green buying behavior. The aim of this review paper is to identify the key factors influencing consumer awareness and green buying behavior among Nepali consumers through a comprehensive review of theoretical and empirical literature on various aspects of green marketing. As consumers become increasingly concerned about environmental sustainability challenges, they are more likely to shift their purchasing decisions toward environmentally friendly products. This study synthesises the existing theoretical and empirical literature related to the sources of green awareness and their influence on consumer purchasing behavior. Based on established theoretical and empirical frameworks, the study suggests that consumer awareness significantly influences green buying behavior, with attitude playing a mediating role toward green products. In addition, exposure to green messages such as green knowledge, green promotion activities, reference groups, social media, and government initiatives enhances consumer awareness, and green awareness leads to a transformation of consumer attitudes and purchasing behavior toward green products. This study proposes a conceptual framework that explains the interrelationships among green message exposure, consumer awareness, attitude, and green buying behavior. The proposed conceptual framework offers significant insights for researchers, policymakers, and environmental advocates seeking to address the socioeconomic challenges related to environmental sustainability.