Green Marketing and Sustainability Policies: Impact on Consumer Behaviour in Developed and Developing Nations

This study examines the impact of corporate green marketing initiatives and government sustainability policies on consumer behaviour across three countries: the United States, Germany, and Indonesia, over the period 2014–2023. Using a quantitative approach, including descriptive statistics, ANOVA, and regression analysis, the findings reveal that green marketing efforts significantly increase consumer awareness of sustainability, particularly in developed nations. Government policies, such as carbon emission reduction and renewable energy incentives, further strengthen the relationship between green marketing and consumer behaviour. However, the effectiveness of these initiatives varies significantly between developed and developing countries. Consumers in developed nations, such as the United States and Germany, exhibit higher awareness of sustainability issues compared to those in Indonesia. These results underscore the importance of adapting green marketing strategies to local contexts and enhancing government policies to accelerate sustainability adoption in developing economies. The study also highlights the need for future research to explore consumer motivations and barriers to sustainable consumption, especially in emerging markets.