Measuring the impact of eco-friendly or green marketing on buying behaviour of Indian consumers

In today's competitive market where companies and organisations are looking for new ways of marketing, the current study focuses at measuring the impact of green marketing mix on green purchase behaviour of Indian consumers. In this research paper, 150 respondents were interviewed face-to-face using a self-prepared questionnaire. Convenience sampling technique was used to collect data from the respondents. In this research paper, structural equation modelling (SEM) is being used to conduct confirmatory factor analysis. To test the structural model, AMOS 23.0 software was used. Research analysed that four elements of green marketing mix named as green product, green price, green place and green promotion have an important and crucial impact on the green buying behaviour of Indian consumers. Moreover, the study shows that green products have the highest and green place has the lowest impact on consumers' buying behaviour. Current research will help advertisers to understand the concept of green marketing mix and design the tools of green marketing mix according to the need of consumers who purchase green products. In addition, the study will show the concept of sustainable marketing, so that modern marketers can use this technique as a strategic tool to persuade consumers' green purchasing behaviour.