Abstract
Impact of green marketing mix on purchase intention
Highlights
Green marketing concept emerged as a result of organizations' interest in environment
In addition the results show that the green marketing mix is a positive significantly influenced purchase intention
The results showed that the hypothesis was supported, i.e. there is a positive relationship between green product and purchase intention. (ß=0.196, p
Summary
Green marketing concept emerged as a result of organizations' interest in environment. These originations realized that their survival and continuity lies in the coordination between its interest and the benefits of consumer and society. This paper aims to at investigating the influence of applying green marketing mix elements (product, pricing, distribution and promotion) in Sudan on purchase intention, The design of this research is descriptive and quantitative in nature. Statistical analysis revealed that there is significant relationship between green marketing mix elements and consumer’s purchase intention. This paper aims to investigating the influence of applying green marketing mix elements (product, pricing, distribution and promotion) in Sudan on purchase intention
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