Affiliation:
1. Guram Tavartkiladze Tbilisi Teaching University, Georgia
2. Davit Agmashenebeli National Defence Academy of Georgia, Georgia
Abstract
The conventional approach to business is not eco-friendly, and as the issue of climate change intensifies, consumers are becoming increasingly aware of the environmental impact of their preferred companies. Therefore, businesses need to evaluate their impact on the environment. Consumers are becoming more informed about how their purchases affect the environment and more selective about which companies they buy from. According to a survey by IBM, 57% of respondents are willing to alter their buying habits to decrease environmental impact. People want to contribute to ecological preservation, and one way to do so is by using their purchasing power. As a company, it is crucial to provide customers with the opportunity to support environmental sustainability by purchasing your products. This is where sustainable marketing can be beneficial.