The Role of Green Marketing Mix Strategies in Influencing Consumer Purchase Decisions: A Study of Kenyan Consumers of Eco-Friendly Personal Care Products

Abstract

This study examined the role of green marketing mix strategies in influencing consumer decisions among Kenyan consumers of eco-friendly personal care products. Utilizing a descriptive research design, the study aimed to determine the influence of green price, green place, green promotion, and green product on consumer purchase decisions. Data was collected through a Google questionnaire distributed to a target audience of environmentally conscious consumers, and the responses were analyzed using SPSS, employing both inferential and descriptive statistics to assess the individual impact of each variable. The findings revealed that all four variables significantly influenced consumer purchase decisions, underscoring the pivotal role of green marketing in shaping consumer behavior. This research was crucial for several stakeholders. Businesses gained insights to design effective green marketing strategies that aligned with consumer preferences, enhanced brand value, and drove sustainable growth. Policymakers leveraged the findings to promote eco-friendly consumption through supportive policies and public awareness campaigns. Academics and researchers will benefit from the study by gaining a deeper understanding of the factors driving sustainable consumer behavior in emerging markets. The study highlighted the importance of integrating sustainability into marketing practices, offering a roadmap for stakeholders to address environmental challenges while meeting the growing demand for eco-friendly products. By focusing on the Kenyan market, the research contributed valuable insights into the intersection of sustainability and marketing within developing economies.