Title: Green marketing promotion tools and Indian consumers' green purchase intentions

Authors: Vishnu Nath; Rajat Agrawal; Aditya Gautam; Vinay Sharma

Addresses: C/o Dr. Rajat Agrawal, Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee – 247667, Uttarakhand, India ' Department of Management Studies, Indian Institute of Technology, Roorkee – 247667, Uttarakhand, India ' Omkarananda Institute of Management and Technology, Swami Omkarananda Saraswati Marg, Post Office Shivananda Nagar, Rishikesh – 249192, Uttarakhand, India ' Department of Management Studies, Indian Institute of Technology, Roorkee – 247667, Uttarakhand, India

Abstract: The purpose of this study is to examine the relationship of green marketing promotion tools such as environmental advertising and eco-labelling on Indian consumers' intention to purchase a green product. Consumer purchase intentions for green products were considered as a dependent variable, while environmental/green advertising, eco-labelling and consumer skepticism were considered as independent variables. Using a random sample of 545, the multiple regression analysis suggested that green advertising and eco-labelling has significant positive relation to green purchase intentions, while, skepticism towards green marketing promotion tools has no significant affect on green purchase intentions. Based on the results, the study proposes certain courses of action for policy and marketing actors.

Keywords: green marketing; green consumerism; environmental strategy; green advertising; eco-labelling; environmental certification; green products; integrated marketing communications; purchase decisions; environmentally friendly products; market competition; market growth; India; consumer intentions; green purchase intentions.

DOI: 10.1504/IJBCG.2014.065827

International Journal of Business Competition and Growth, 2014 Vol.3 No.4, pp.275 - 291

Received: 18 Dec 2013
Accepted: 16 Mar 2014
Published online: 27 Nov 2014 *

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