How Green Marketing Shapes Consumer Perceptions and Participation in Sustainable Events

Abstract

Growing environmental concern has encouraged businesses and event organizers to integrate sustainability into their marketing and operational practices. This study examines how green marketing influences consumer perception and willingness to participate in sustainable events. The findings show that transparent, credible, and authentic sustainability communication significantly shapes consumer attitudes and reduces concerns related to greenwashing. Environmental awareness and perceived authenticity of sustainability efforts emerged as the most influential factors in consumer decision making.

Although the theoretical scope of this research focuses on India, most survey responses were collected in Nepal due to accessibility. This provides valuable comparative insight into South Asian consumer behaviour while representing a limitation in terms of geographical coverage. Among 114 respondents, 77% reported awareness of green marketing practices, and 64% expressed a preference for attending environmentally friendly events. The findings suggest that while consumers support sustainability in principle, their actual behavior depends heavily on trust, the clarity of communication, and the visibility of genuine sustainability actions.

The study concludes that green marketing plays a significant role in shaping perceptions and behavioural intentions related to sustainable events. It highlights the need for businesses and event organizers to improve transparency, demonstrate measurable environmental practices, and use digital communication channels to effectively convey sustainability efforts.