Impact of green marketing on consumer purchase intention

Abstract

The objectives of the research are to study the factors the determine consumer intentions towards buying green products The inclusion criterion for the respondent was at least 14 years of education and the minimum age of 19. Findings of the study show that age and education have positive relation with Eco- literacy. Socio demographic variables are not significantly related with green purchase intention. Besides this Environmental advertisements, Price and Ecological packaging were found to be positively related with the Green purchase intention. Recommendations are presented for the existing and new companies to exploit the opportunities by investing in corporate social responsibility and advertisement as well as in improving and greening the marketing program. Further studies are needed to widen the scope of research in other areas of greenmarketing program and strategy.