IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v25y2022i3p403-425.html
   My bibliography  Save this article

Analysing the impact of green marketing mix on consumer purchase intention

Author

Listed:
  • Ravinder Kaur
  • Suyash Mishra
  • Shivani Yadav
  • Tanya Shaw

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.

Suggested Citation

  • Ravinder Kaur & Suyash Mishra & Shivani Yadav & Tanya Shaw, 2022. "Analysing the impact of green marketing mix on consumer purchase intention," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 25(3), pages 403-425.
    • Handle: RePEc:ids:ijicbm:v:25:y:2022:i:3:p:403-425
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=122729
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:25:y:2022:i:3:p:403-425. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.