Abstract:
Purpose- In today’s deteriorating environment people are now shifting from consuming
traditional products to green products because now people are showing concern about the
environment, and they are now already aware about the changing environment and want a
healthy lifestyle and healthy living , while consuming products people do have a concern that
the product is free from harmful pollutants and companies are now showing too much
concern by going green and producing eco-friendly products which are free from harmful
chemicals and material, people do care about the environment these day. This study is
conducted to see the impact of green marketing mix on consumer purchase intention.
Methodology & Design- The data ofthis research is conducted by survey method from the
general people in Karachi. 384 questionnaires were circulated and from 384 questionnaires
230 responses were received and 172 responses were utilized. These 173 responses were
used in further testing and analyzation, linear regression model is used to check the
hypothesis ofthis research.
Findings- The study findings revealed the positive impact of 3 independent variables from 4
independent variables which are GPD, GD, GPM on PI, and one independent variable GPR
indicated an insignificant impact on PI.
Limitations - The data is analyzed from Karachi citizens only due to monetary and time
constraints that is why the results ofthis study cannot be applied to other cities ofPakistan.
Recommendations — These research results can be used by the chemical industry companies
to further improve and use green marketing strategies and green marketing mix affectively in
their company. The companies can use this research to take care ofthe people, environment,
and profit as well.
