GREEN MARKETING: FACTORS HAVING AN IMPACT ON CONSUMER GREEN SATISFACTION AND ITS IMPACT ON GREEN REPURCHASE INTENSION

Abstract

Purpose: This study aims to examine the factors of Green marketing having an impact on consumer green satisfaction and its impact on green repurchase intension. Green marketing has played an important role in satisfying the needs and desires ofthe customers and keep the company responsible in maintaining long-term social and environmental gains that they could earn through effective green marketing Methodology & Design: Quantitative descriptive research design has been used in this study. An online survey designed to fulfil the purpose ofthe study. Due to large target population, convenience sampling technique has been used that’s a type of non-probabilistic sampling. 220 respondents participated in this survey. Findings: The findings show that Green perceived value, Green wash, and Green Repurchase intension have a greater impact on Consumer Green satisfaction, while on the other hand Green Brand image has less effect of the consumers Green satisfaction. We also discuss the theoretical as well as practical implications ofthe findings. Limitations: Despite the confirmation ofthese findings, there are some limitations, which exist in the broader sense like demographic variables and descriptive norms. Recommendations: This investigation recommends that there were positive and huge impacts ofecological concern, green satisfaction and green trust on green purchase intension. The result ofthis research might be valuable for the Government to give information on harmless to the ecosystem items, and furthermore to give recommendation to marketers in settling on what items to product.