The Importance of Green Marketing as a Market Tool for Consumption and Sustainable Awareness

Objective: The objective of this research was to analyze the role of green marketing in promoting environmental awareness and changing consumer behavior towards more sustainable practices. Methodology: Using an integrative literature review, the methodology involved searching for and analyzing academic articles in databases such as SciELO and Web of Science, focusing on recent studies (2020-2024) and relevant to the topic. The search was carried out using specific keywords such as "green marketing", "conscious consumption", "sustainability", among other related terms. In order to refine the searches, Boolean operators AND and OR were also employed. For the analysis of the studies, a screening was initially carried out to exclude studies that did not qualify as scientific articles. Then, full readings of the articles were carried out. The articles were analyzed qualitatively and, after the analysis, a sample was obtained consisting of three articles that met the established inclusion criteria. Results and data analysis: As a result, the survey highlights the importance of green marketing in promoting sustainable consumption, highlighting its crucial role in environmental awareness and in promoting responsible consumption practices. While green marketing is effective in highlighting the environmental benefits of products and positively influencing consumer perception, transforming this perception into practical action still faces challenges. Research shows that green marketing has a moderate influence on consumer behavior, indicating that communicating green initiatives is not enough to ensure a substantial change in consumer habits. It is essential that green marketing go beyond differentiation and commit to sustainable practices, integrating them into the business model of companies. Authenticity and transparency are key to maintaining credibility and building trust with consumers. In addition, the research suggests that a joint effort between businesses, government and educational institutions is needed to promote awareness and education about sustainable consumption. However, while green marketing is effective in highlighting environmental benefits and improving the image of businesses, transforming awareness into sustainable behavior still faces significant challenges. Analyzes indicate that, despite the growing interest in sustainable products, the uptake of these products is limited by factors such as cost and lack of clear information. A Conclusion: The research concludes that for green marketing to be more impactful, a genuine commitment to sustainable practices and a more effective education of consumers about the real benefits of green products is needed. Transparency and authenticity in environmental claims are crucial to maintaining credibility and building trust with consumers, as well as promoting more sustainable development.