An Empirical Study about Green Purchase Intentions

Abstract

Purpose The aim of this paper is to find if marketing and branding methods can help set up green brands and initiate green intention of utilization into modern lifestyles in the latest context where eco products are more and more available. The definite aim of this study is to analyze the impact of Green perceived risk, Green perceived trust, value, brand image, Green advertisement and awareness on green purchase intention of customer. Design/methodology/approach This paper explains the theory of green marketing to see how customers are convinced to purchase greener products. It also shows the empirical consequences of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were conducted to 150 respondents visiting different supermarkets. The questionnaires were processed and analyzed with the statistical software SPSS, using different techniques like descriptive, correlation and factor analysis. Findings The findings give some exciting clues regarding customers’ perceptions on environmental concerns and green products. More findings propose that most consumers have spoken a great interest in the protection of the environment and they are strongly concerned about the environment and its disgrace. So, business executives should arrange workshops and seminars so as to teach customers on environmental protection and environmental-friendly products. Results also point to an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a strong urge for companies to promote green branding, eco-labeling and green packaging strategies in order to motivate a greener pattern of consumption among consumers. Practical implications The paper suggests a stepping approach to consumer purchasing intetion for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs. The results also offer precious knowledge on the usefulness of green marketing strategies which can help both private and public enterprises in developing and designing attractive green products that will be privileged by customers. Originality/value Although green marketing has been a significant research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing intention in the context of developing countries. This paper has analyzed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favor the consumption of greener products.

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