Green Marketing Approaches and Their Impact on Green Purchase Intention: Mediating Role of Consumer Behavior towards Environment

Abstract

Today's customers view companies as much more than simply revenue generators; they regard them as organizations that care about the welfare of their societies. Therefore, companies have prioritized sustainability through green marketing strategies to encourage consumers to buy eco-friendly products. The intent to buy environmentally friendly products has been studied in comparison to "Eco-Labelling (EL), Green Packaging and Branding (GPB), and Green Products, Premium, and Pricing (GPPP) ". Total 234 responses from the people were collected. Furthermore, the research examines the mediating effect of the consumer’s behavior towards the environment on the relationship between green strategies and green purchasing intentions (GPI). According to the research, green marketing strategy have a significantly positive effect on Green Purchase Intention (GPI) towards green products. Correlational value showed that customer behavior mediates the relation between green strategies and Green Purchase Intention (GPI). This study informs the organizations how to increase green purchase intentions towards green product. This study emphasized the significance and function of customer attitudes toward the environment in examining green purchasing intentions. To reduce pollution companies should utilize green strategies. They should use eco-friendly green and reusable packaging. The research paper has concluded that Green Product Premium and Price (GPPP) the Green buying intentions are strongly associated. While Eco-Labeling (EL) effects the least