Impact Of Green Marketing Mix on Customer’s Purchase Intentions in Pakistan: The Mediating Role of Customer’s Environmental Attitude (FMCG Industry)

Abstract

The concept of green market has become increasingly popular. The increasing environmental awareness among consumers in recent years has led to a widespread adoption of green consumption practices. Today’s customers perceive companies as organizations that prioritize societal well-being rather than solely generating profits. Hence, corporations have given priority to sustainability by implementing green marketing strategies to encourage customers towards purchasing sustainable products. This study highlights the importance Of Customer Environmental Attitudes when investigating the impact of Green Marketing Mix that includes Green Product, Green Price, Green Place and Green Promotion on customer Purchase Intentions within the fast-moving consumer goods (FMCG) industry in Pakistan. A total of 387 responses were collected from the people residence in twin cities of Pakistan i.e., Islamabad/Rawalpindi through survey method. SPSS software and SmartPLS4 was used to analyze the data. According to the findings of research, Green Product and Green Price have a positive impact on Purchase Intentions of the customers. Moreover, mediation analysis showed that Customer Environmental Attitudes mediate the relationship between Green Product, Green Price and Purchase Intentions. Whereas Green Place and Green Promotion has least positive effect on the purchase intentions. Companies should implement eco-friendly strategies that enhance the sustainable living in order to reduce carbon footprint. This research provides insights for FMCG organizations on how to enhance customer intentions by incorporating the green marketing mix strategies into their marketing mix. Furthermore, Pakistani policymakers can also have benefit from this research's findings. The results of this study can assist policymakers in understanding the significance of encouraging sustainable development and enacting laws that motivate companies to use environmentally friendly practices to enhance their ecological footprints.