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An Empirical Analysis of the Influence of Green Marketing Communication on Consumer Green Purchase Behaviour

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  • Pushpendra Mourya
  • Saurabh Verma

Abstract

This study examines the influence of consumers’ attention to green marketing communication on green purchase behaviour, along with the role of key consumer characteristics such as gender, education, and environmental attitudes. The research is based on primary data collected through an online survey of 980 respondents across India. Statistical techniques including descriptive analysis, correlation, regression, and both parametric and non-parametric tests were employed to analyse the data.The findings reveal that attention to green marketing communication has a significant positive effect on green purchase behaviour (β = 0.671, p

Suggested Citation

  • Pushpendra Mourya & Saurabh Verma, 2024. "An Empirical Analysis of the Influence of Green Marketing Communication on Consumer Green Purchase Behaviour," International Journal of Scientific Research in Science, Engineering and Technology, Technoscience Academy, vol. 11(6), pages 593-605, December.
    • Handle: RePEc:ijs:ijsrse:v11:y2024:i6:id:984
    DOI: 10.32628/IJSRSET2512554
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