Impact of green marketing practices on consumer purchase intention and buying decision with demographic characteristics as moderator

Bandar Khalaf Alharthey

25 citations0/0 files storedInternational Journal of ADVANCED AND APPLIED SCIENCES

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

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

Abstract

The main purpose in this research is the recent phenomenon of "Green products" or environment-friendly products and its overall impact on the customers understanding, preference, attitude, buying behaviour, and their purchase decision about eco-friendly products.Along with independent and dependent variable, socio-demographic characteristics like age, gender, and educational background are taken as moderator to carry out this research.A theoretical framework is made which is supported by the literature review of the past researches.Respondents belong to 3 major cities of Saudi Arabia and total respondents were 245.Different tests have been conducted to analyze the data using SPSS 20.The methodology used for this research is analytical research methodology.Results show the significant relationship between dependent and independent variables.Purchasing of green commodities is the act of adding Environmental benchmark to other standards like price and quality while making the purchase decision.This support the findings of this study that Green products and Green marketing practices have a positive impact on consumers purchase intention of these products.Also, a positive relationship is found between green products and the perception of green products and green buying decision.Demographic Characteristics (Age, Gender and Qualification) enhances and strengthens the relationship between independent and dependent variables.Recommendations and suggestions are offered for the prevailing and new enterprises that help them to improve and promote green marketing practices by investing in corporate social responsibility and advertisement as well.Additional studies are required to extend the scope of this research in other areas and fields of green marketing.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 25 citations exist upstream.

References

2009Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities 2009Awareness of Eco-label in Malaysia’s Green Marketing Initiative 2004Ecolabel programmes: a stakeholder (consumer) perspective 2013Impact of Green Marketing on Consumer Purchase Intention 2016The influence of green marketing on consumer purchase behavior 2015The Impact of Environment Concern and Attitude on Green Purchasing Behavior: Gender as The Moderator 2018Sources of Consumers Awareness toward Green Products and Its Impact on Purchasing Decision in Bangladesh 2014AWARENESS OF GREEN MARKETING AND ITS INFLUENCE ON BUYING BEHAVIOR OF CONSUMERS: SPECIAL REFERENCE TO MADHYA PRADESH, INDIA

Cited by

2023Unveiling the Untapped Potential of Green Consumption in Tourism 2020Factors affecting implementation of green marketing orientation 2024Green Consumerism in Young Adults: Attitudes and Awareness in University Students in Johannesburg, South Africa

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.