@mastersthesis{go403,
           title = {Impact of Green Marketing on Consumer Buying 
Decision in the Retail Sector of Ireland.},
          school = {Griffith College},
           month = {July},
            year = {2020},
          author = {Margaret Uduak Inyang},
             url = {http://go.griffith.ie/403/},
        keywords = {Green Marketing, Customer buying decision, retail sector of Ireland.},
        abstract = {The purpose of this dissertation is to analyse the impact of green marketing on consumer buying decision and behaviour in the retail sector of Ireland. The objectives of this research study were to focus on eco-labelling, eco-branding, environmental advertisement, and different aspects of consumer buying behaviour that help the marketers and retail professionals to include strategies 
in their business to attract customers and contribute towards sustainability and environmental protection. In this dissertation, the effectiveness of green marketing, role of green consumer, and other factors affecting the decisions of customers were assessed, which could affect the buying behaviours and perceptions of customers towards the retail products. The methodology used for the research is quantitative methodology using questionnaire survey analysis from 250 respondents who are the customers of retail brands in Ireland. The responses are evaluated and interpreted using SPSS software. The findings of the research study showed significant 
relationship of the variables of eco-labelling, eco-branding, and environmental advertisement on consumer buying behaviour and it was found that eco-labelling and environmental advertisement play a little more significant role in influencing the behaviours and perceptions of customers and stimulate their need to buy the products in Ireland market.}
}