GREEN MARKETING INITIATIVES UNDERTAKEN IN THE HEALTH CARE SECTOR.

Abstract

This study explores consumer perceptions and attitudes towards green marketing initiatives in the healthcare sector, aiming to evaluate their impact on support for environmentally sustainable practices within healthcare organizations. The hypothesis posits that positive consumer perceptions of green marketing positively influence support for sustainable practices and the likelihood of choosing environmentally conscious healthcare providers. Through a survey of 200 participants, key insights were gleaned regarding awareness, preferences, motivations, and barriers related to green marketing in healthcare. Findings indicate a strong inclination towards choosing providers promoting environmental sustainability, with personal health benefits identified as the primary motivator. Additionally, participants expressed a high level of importance placed on eco-friendly products and practices when selecting healthcare services. However, challenges such as cost concerns and trust issues were noted, highlighting areas for improvement in green marketing strategies. Overall, the study underscores the significance of transparent communication and authentic green initiatives in fostering consumer support for sustainable healthcare practices.

Keywords: Green marketing, healthcare sector, consumer perceptions, environmental sustainability, sustainable practices, consumer attitudes, eco-friendly products, cost concerns, trust issues.