Title: Analysing the impact of green marketing mix on consumer purchase intention

Authors: Ravinder Kaur; Suyash Mishra; Shivani Yadav; Tanya Shaw

Addresses: Department of Commerce, School of Business and Management Studies, Central University of Haryana, Mahendergrah, Haryana, India ' Department of Vocational Studies and Skill Development, Central University of Haryana, Mahendergrah, Haryana, India ' Department of Commerce, Government Girls College, Ballabhgarh, Faridabad, Haryana, India ' Department of Commerce, Central University of Haryana, India

Abstract: In pursuance of environmental protection, marketers have started to focus on green consumerism in their marketing strategies and come up with various new methods related to adoption of green products in developed countries, but this concept is still evolving in India. This study develops a conceptual framework to explore influence of the elements of green marketing mix on consumers' purchase intention towards green products in India. The study adopted questionnaire method to account the observed outcome of customer survey and tested the hypotheses of model using multiple regression analysis. Analysis revealed that green marketing mix elements are crucial to predict consumer's purchase intention. Green product is observed as most important element followed by place, price, and promotion. Additionally, findings provide implications for policy makers and practitioners to stimulate the focus on green marketing mix while developing strategies.

Keywords: green marketing mix; consumer purchase intention; consumer behaviour; customer buying behaviour; green product; green promotion; green marketing strategy; ecological awareness; India.

DOI: 10.1504/IJICBM.2022.122729

International Journal of Indian Culture and Business Management, 2022 Vol.25 No.3, pp.403 - 425

Received: 17 Aug 2020
Accepted: 14 Feb 2021
Published online: 09 May 2022 *

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