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

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.