The Influence of Green Marketing on Consumer Purchasing Behavior in Huancayo

Abstract

Environmental sustainability has gained increasing importance within business strategies and consumption patterns, promoting practices aimed at consumers who are progressively more aware of the ecological impact of their purchasing decisions. In this context, the objective of the study was to determine the influence of green marketing on the purchasing behavior of consumers in Huancayo during 2025. The research adopted a quantitative approach, basic type, explanatory level, and non-experimental cross-sectional design. The sample consisted of 387 consumers from Huancayo selected through non-probabilistic convenience sampling. A 33-item Likert-scale questionnaire was applied, and statistical processing was performed using IBM SPSS Statistics and SmartPLS 4 through PLS-SEM modeling and bootstrapping. The results showed that green marketing significantly influenced purchasing behavior (β = 0.782; p = 0.000), achieving a predictive capacity of 61.2%. The dimensions knowledge and search for environmental information, ecological prices and promotions, trust in green brands, and ecological labels showed significant influence; however, ecological advertising did not show a statistically significant influence on purchasing behavior (p = 0.269). It is concluded that consumers in Huancayo place greater importance on environmental credibility, reliable information, and ecological trust than on exclusively environmental promotional messages.