The Influence of Green Marketing on Consumer Purchase Intention, A Realistic Study in Pakistan.

Abstract

The purpose of the research is to study how the green marketing mix influences consumer purchase intention i.e., does it alter the consumer purchase intention in a positive relationship or negative. For this study, four independent variables were selected, Green Product, Green Price, Green Promotion and Green Place to observe their impact on the Consumer Purchase Intention. The paper identifies and discusses the green marketing mix that is the green product, green price, green place, and green promotion in detail. Primary research was conducted and factors such as green product, green price, green place and green promotion were investigated with great scrutiny so that the impact on the dependent variable that is consumer purchase intention were reflected accurately. IN addition, linear regression, reliability test and correlation statistics technique were used to study the variable and show the impact that independent variable that is the green marketing mix has on the dependent variable that is consumer purchase intention. In addition, after analyzing each hypothesis with respect to main dependent variable green price, green place, green promotion and green place were positive.