Analysis of Green Marketing Tools towards Consumer Purchase Intention in Kathmandu

Shulov Shrestha

23 citations0/0 files storedJournal of Business and Social Sciences Research

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Sustainable Supply Chain Management

Abstract

The main purpose of this study is to examine the impact of green marketing tools on product choice and how green initiatives influence purchase intention of consumers. The research also attempts to examine the relationship between age, income, education, and occupation with consumer purchase intention in association with green marketing tools. The study is descriptive in nature and focuses on hypothesis testing using structured questionnaire and interview. Structured questionnaire is used to collect primary data from a sample size of 120 respondents focusing on employed, self-employed, students and homemakers. These groups are assumed to represent green purchase in today’s society. However, opinions of marketing professionals have also been considered. The survey population represents the people who go for shopping; data have also been collected from the point of purchase. Green purchase intention was seen to be incremental considering the increase in the level of education of individuals. Green marketing tools i.e., environmental belief, green packaging, green branding, green advertisement, green labelling has been taken into account to observe its significance towards consumer purchase intention. Likert scale questions with five-scalerating were used to do the hypothesis testing. The questions included statements in conjunction with the measure of green marketing tool’s influence over consumer purchase intention. The research revealed that green marketing tools played a significant role in inducing a positive purchase intention towards green products. While there exists growing preference towards green products, price plays a major role in product purchase. Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 37-57

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References

2006Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products 2009To buy or not to buy? A social dilemma perspective on green buying 2011Investigation of green marketing tools' effect on consumers' purchase behavior 2011Consumer effects of environmental impact in product labeling 2012Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius 2012Perception of green brand in an emerging innovative market 2012Effective Advertising and its Influence on Consumer Buying Behavior 2012Understanding the Determinants of Consumers’ Willingness to Pay for Eco-Labeled Products: An Empirical Analysis of the China Environmental Label

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