Purpose: This paper aims to identify the key barriers preventing the consumer purchase of eco-friendly products in developing countries and later suggests intervention strategies to mitigate such barriers.
Design/methodology/approach: This paper presents the authors’ viewpoint on strategies aimed at promoting green purchases.
Findings: Key barriers to purchasing green products include their high price, scarce product availability, low level of credibility of eco-labels, and inadequate information. Mitigating these obstacles requires effective government leadership, social initiatives, and marketing strategies, some of which are discussed in this paper.
Originality/value: This paper would be of interest to key stakeholders including policymakers, marketers, and social-environmental organizations in the development of more effective green strategies.