The impact of green marketing strategies on consumers’ purchasing intention

Abstract

In the last few decades, the concern about the environment has evolved by not only being an important public matter, but it also became a critical matter for academic research as well. The term "green marketing" refers to efforts that promote environmental sustainability. This study aims to investigate the green marketing strategies and how they might impact the consumers’ purchase intention. This study investigated the impact of green marketing strategies on consumers’ purchase intention by using both primary and secondary data. Primary data utilized in this study through collecting data from the sample or target population through a survey using the non-probability quota sampling technique in order to evaluate hypotheses. Hence, a structured questionnaire was distributed and got responded by 385 respondents. Data were then analyzed through descriptive analysis, factor analysis, correlation matrix, regression, reliability, validity and normality tests. Secondary data utilized in this study was gathered by reviewing the literature and previous studies about the green marketing and its strategies and the consumer’s purchase intention. Findings and results of the study indicated that green marketing strategies does have a positive impact on consumers’ purchase intention. As all the results showed that there was a significant, direct and moderate relationship between the variables of the study. Moreover, the main findings of the study showed that although each strategy alone has a positive impact on consumers’ purchase intention but, using green marketing’s four strategies altogether is the best approach to stimulate consumer’s purchase intention.