Examining the Effects of Green Marketing Mix on Consumer Purchase Intention: An Assessment of Global Sportswear Brands

Abstract

The purpose of this research was to examine the impacts of green marketing mix on consumers’ purchase intentions, with focus on the context of global sportswear brands in the Pakistani market. A primary quantitative research methodology, based on positivism, a deductive approach, and the causal design was developed to achieve this purpose. Data collected using self-administered questions was analyzed using descriptive statistics, correlation, and regression to test hypothesis developed using review of existing literature on green marketing mix and consumers’ purchase intentions. Analysis revealed that green products, green pricing, green distribution, and green promotion have positive and statistically significant impacts on consumers’ purchase intentions in relation to global sportswear brands in Pakistan. Additionally, it has been noted that the impacts of these elements of the green marketing mix tend to be inter-related. For instance, green pricing facilitates distinguishing of green products, thus adding to their influence, while green distribution is linked with reduction of lifecycle environmental impacts of green products. Such interactions need to be assessed further to promote understanding and practical implementation. Drawing on the outcomes of this research, global sportswear brands in Pakistan need to engage in design of green products and rely on green pricing, green distribution, and green promotion to popularize and differentiate them, thus improving consumers’ purchase intentions. Additionally, focusing on structuring the green marketing mix such that the four components complement one another could improve the degree to which consumers’ purchase intentions are enhanced