Abstract
Marketing analytics enables companies to design personalized advertisements, product recommendations, and targeted promotions using consumer data. These strategies are increasingly used to promote eco-friendly products. However, it remains unclear how consumers perceive such analytics-driven promotions and whether they translate into actual sustainable buying behavior. This descriptive study examines consumer awareness, motivations, trust, and purchasing patterns toward eco-friendly products using primary data collected from 41 respondents through a structured questionnaire. Percentage analysis was conducted using Microsoft Excel and visualized through pie charts. The findings reveal high awareness of eco-friendly products but relatively low regular purchasing behavior, indicating an awareness–behavior gap. Consumer decisions appear to be influenced more by convenience, affordability, health benefits, and trust than by sustainability concerns alone. The study suggests that marketing analytics can more effectively promote sustainable consumption when aligned with perceived consumer value and transparent communication.
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