MPACT OF GREEN MARKETING ON CONSUMER PURCHASE INTENTION

Abdul Rehman Tahir
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Abdul Rehman Tahir: GIFT Business School, GIFT University Gujranwala

Bulletin of Business and Economics (BBE), 2021, vol. 10, issue 2, 76-84

Abstract: The purpose of this study is to find the linkage amid green marketing and consumer purchase intention. This study is an attempt to recognize the associations between green brand image, green brand awareness, social responsibility, green brand trust, green perceived value and buyer’s purchase intention towards green items. For this purpose, primary data of all the variables, is collected through survey technique by distributing a well-designed questionnaire among 250 individuals. The empirical model of this study is consisted of 6 variables containing one dependent variable and five independent variables. To get the empirical results, the current study opted best techniques i.e. Cronbach’s Alpha and ANOVA analysis. The outcomes of this study describe that there is a significant and positive linkage amid perceived value, brand image, social responsibility and green purchase intention. However, brand trust and green brand awareness are not significant in connection with the consumer's intention to use green products. Some recommendations are also presented for brands, companies and marketers to increase the chances of more investments and profits by increasing advertisement.

Keywords: Green Marketing; customer purchase intention and brand image. (search for similar items in EconPapers)
JEL-codes: M31 P36 (search for similar items in EconPapers)
Date: 2021
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