IMPACT OF GREEN MARKETING MIX ON CONSUMER PURCHASE INTENTION

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.