Influence of green marketing mix on consumer purchase intention: mediating role of environmental concern

The main purpose of the study is to examine the impact of environmental concern as a mediator on the relationship between the green marketing mix, i.e., green products, green price, green promotion, green place, and purchase intention. As on a global level, the idea of 'green marketing' is gaining importance. Responses from 353 customers across Assam were collected. The causal relationship between the latent variables and the mediator were evaluated using structural equation modelling (SEM). According to the findings, consumers from Assam had a strong perception towards environmental concerns and the green marketing mix and both had a favourable influence on their intentions to buy green products. It was determined that the factor of environmental concern was proved to be able to mediate the impact of green marketing mix except green place on the purchase intention of green products. This study provides new insight on how the environmental concern of consumers mediates the relationship between green marketing components and their purchase intention, which is an important aspect to be taken into consideration.