IMPACT OF GREEN MARKETING FACTOR ON CONSUMER BEHAVIOUR

Abstract

Purpose The purpose of this research is to evaluate how consumers green purchase intention can be enhanced. The study probes on the key factors which may or may not have significant influence on a consumer's purchase consideration, and Methodology & Design The research is Explanatory in nature and the results have been recorded from primary sources of information, which are questionnaires. Questionnaires have been collected from 405 individuals and the manner of sampling was non probabilistic random sampling. Findings We evaluated the impact of three independent variables (Risk, Trust and Value) on the dependent variable (green purchase intention). The research results indicate that three independent variables have a significant positive impact on the dependent variable, which is green purchase intention. Limitations The research is based in Karachi only, and findings may vary based on geographic location and evaluated of other markets since the scope of this research was limited. Recommendations Business implications for this research include improvement in the branding and communication for green products, so the green products are commercially viable.