International journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN:2313-626X

Frequency: 12
line decor
  
line decor

 Volume 5, Issue 2 (February 2018), Pages: 127-135

----------------------------------------------

 Original Research Paper

 Title: Impact of green marketing mix on purchase intention

 Author(s): Thoria Omer Mahmoud *

 Affiliation(s):

 Department of Management, College of Economics and Business, Administration University of Kassala, Kassala, Sudan

 https://doi.org/10.21833/ijaas.2018.02.020

 Full Text - PDF          XML

 Abstract:

Green marketing concept emerged as a result of organizations' interest in environment. These originations realized that their survival and continuity lies in the coordination between its interest and the benefits of consumer and society. Green marketing includes a broad range of activities such as product modification, change in the production process, modification in advertising, and change in packaging. This paper aims to at investigating the influence of applying green marketing mix elements (product, pricing, distribution and promotion) in Sudan on purchase intention, The design of this research is descriptive and quantitative in nature. The target population for the study is the postgraduate (MBA) listing all universities in Khartoum state that offered graduate level courses were used as the sampling frame. A total of 417 questionnaires were distributed and 341 questionnaires were returned. Statistical analysis revealed that there is significant relationship between green marketing mix elements and consumer’s purchase intention. Future research can investigate relationships identified in this work, as well as test out mediating and moderating relationships. This study will provide better information as input to government policy makers, who responsible for business development, to encourage the manufacturing farm’s use of green marketing to benefit key stakeholder interests. 

 © 2017 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords: Green marketing mix, Purchase intention, Theory of planned behavior

 Article History: Received 10 May 2017, Received in revised form 10 December 2017, Accepted 20 December 2017

 Digital Object Identifier: 

 https://doi.org/10.21833/ijaas.2018.02.020

 Citation:

 Mahmoud TO (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, 5(2): 127-135

 Permanent Link:

 http://www.science-gate.com/IJAAS/2018/V5I2/Mahmoud.html

----------------------------------------------

 References (52)

  1. Ajzen I (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50: 179–211. https://doi.org/10.1016/0749-5978(91)90020-T 
  2. Ali A, Khan AA, Ahmed I, and Shahzad W (2011). Determinants of Pakistani consumers' green purchase behavior: Some insights from a developing country. International Journal of Business and Social Science, 2(3): 217-226.     
  3. Ankit G and Mayur R (2013). Green marketing: Impact of green advertising on consumer purchase intention. Advances in Management, 6(9): 14- 17.     
  4. Ansar N (2013). Impact of green marketing on consumer purchase intention. Mediterranean Journal of Social Sciences, 4(11): 650-655. https://doi.org/10.5901/mjss.2013.v4n11p650 
  5. Arslan R and Zaman M (2014). Impact of brand image and service quality on consumer purchase intention: A study of retail store in Pakistan. Research on Humanities and Social Science, 4(22): 98-106.     
  6. Awan U (2011). Green marketing: Marketing strategies for the Swedish energy companies. International Journal of Industrial Marketing, 1(2): 1-19.     
  7. Bukhari SS (2011). Green Marketing and its impact on consumer behavior. European Journal of Business and Management, 3(4): 375- 383.     
  8. Burt S and Carralero-Encinas J (2000). The role of store image in retail internationalisation. International Marketing Review, 17(4/5): 433-453. https://doi.org/10.1108/02651330010339941 
  9. Carlson L, Grove SJ, and Kangun N (1993). A content analysis of environmental advertising claims: a matrix method approach. Journal of Advertising, 22(3): 27-39. https://doi.org/10.1080/00913367.1993.10673409 
  10. Chen L (2013). A study of green purchase intention comparing with collectivistic (chinese) and individualistic (american) consumers in Shanghai, China. Information Management and Business Review, 5(7): 342- 346.     
  11. Chiu CM, Hsu MH, Lai H, and Chang CM (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4): 835-845. https://doi.org/10.1016/j.dss.2012.05.021 
  12. Devi Juwaheer T, Pudaruth S, and Monique Emmanuelle Noyaux M (2012). Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World Journal of Entrepreneurship, Management and Sustainable Development, 8(1): 36-59. https://doi.org/10.1108/20425961211221615 
  13. Dolcemascolo D and Martina G (2010). Sustainable marketing: how environmental and social claims impact on the consumer's purchasing behavior. M.Sc. Thesis, Polytechnic University of Milan, Italy.     
  14. Eric K (2007). Green marketing practises by kenya petroleum refineries: A study of the perception of the management of oil marketing companies in kenya. Ph.D. Dissertation, University Of Nairobi, Kenya.     
  15. Fan H and Zeng L (2011). Implementation of green marketing strategy in China: A study of the green food industry. M.Sc. Thesis, University of GAVLE, China.     
  16. Gan C, Wee HY, Ozanne L, and Kao TH (2008). Consumers' purchasing behavior towards green products in New Zealand. Innovative Marketing, 4(1): 93-102.     
  17. Gosavi PS (2013). Gaining competitive advantage through green marketing of cell phone. ASM's International E-Journal of Ongoing Research in Management and IT, 13(1): 1-11.     
  18. Hai HV and Mai NP (2012). Environmental awareness and attitude towards green purchasing of vietnamese consumers. JSPS Asian CORE Program: Japan Society for the Promotion of Science, Nagoya University and VNU University of Economics and Business, Tokyo, Japan.     
  19. Hair JF, Black WC, Babin BJ, and Anderson RE (2010). Multivariate data analysis: A global perspective. Pearson Prentice Hall, New Jersey, USA.     
  20. Hashem TN and Al-Rifai NA (2011). The influence of applying green marketing mix by chemical industries companies in three Arab States in West Asia on consumer's mental image. International Journal of Business and Social Science, 2(3): 92-101.     
  21. Ihtiyar A and Ahmad FS (2014). Intercultural communication competence as a key activator of purchase intention. Procedia-Social and Behavioral Sciences, 150: 590-599. https://doi.org/10.1016/j.sbspro.2014.09.078 
  22. Kalafatis SP, Pollard M, East R, and Tsogas MH (1999). Green marketing and Ajzen's theory of planned behaviour: a cross-market examination. Journal of Consumer Marketing, 16(5): 441-460. https://doi.org/10.1108/07363769910289550 
  23. Kumar P and Ghodeswar BM (2015). Factors affecting consumers' green product purchase decisions. Marketing Intelligence and Planning, 33(3): 330-347. https://doi.org/10.1108/MIP-03-2014-0068 
  24. Lam SY and Mukherjee A (2005). The effects of merchandise coordination and juxtaposition on consumers' product evaluation and purchase intention in store-based retailing. Journal of Retailing, 81(3): 231-250. https://doi.org/10.1016/j.jretai.2005.07.006 
  25. Lao K (2014). Research on mechanism of consumer innovativeness influencing green consumption behavior. Nankai Business Review International, 5(2): 211-224. https://doi.org/10.1108/NBRI-11-2013-0041 
  26. Laroche M, Bergeron J, and Barbaro-Forleo G (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of consumer marketing, 18(6): 503-520. https://doi.org/10.1108/EUM0000000006155 
  27. Mainieri T, Barnett EG, Oskamp S, Unipan JB, and Valdero TR (1997). Green buying: the influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137(2): 189-204. https://doi.org/10.1080/00224549709595430 
  28. Maletic M, Maletic D, and Gomiscek B (2010). Green product development - customers and producers reflection. International Journal of Energy and Environment, 4(4): 139-152.     
  29. Mathur LK and Mathur I (2000). An analysis of the wealth effects of green marketing strategies. Journal of Business Research, 50(2): 193-200. https://doi.org/10.1016/S0148-2963(99)00032-6 
  30. Nunnally JC (1967). McGraw-Hill series in psychology, Psychometric theory. McGraw-Hill, New York, USA.     
  31. Ottman JA (1998). Green marketing: Opportunity for innovation. NTC Business Books, Lincolnwood, USA.     
  32. Paul J and Rana J (2012). Consumer behavior and purchase intention for organic food. Journal of consumer Marketing, 29(6): 412-422. https://doi.org/10.1108/07363761211259223 
  33. Pickett-Baker J and Ozaki R (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of consumer marketing, 25(5): 281-293. https://doi.org/10.1108/07363760810890516 
  34. Polonsky MJ (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12): 1311-1319. https://doi.org/10.1016/j.jbusres.2011.01.016 
  35. Rahbar E and Abdul Wahid N (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series, 12(2): 73-83. https://doi.org/10.1108/17515631111114877 
  36. Rakhsha R and Majidazar M (2011). Evaluation of effectiveness ofgreen marketing mix on consumer satisfasction and loyalty: (Case study: The East Azarbaijan Pegah Dairy Company in Tabriz, Iran). Middle-East Journal of Scientific Research, 10(6): 755-763.     
  37. Samarasinghe R (2012). Is social psychological model sufficient: empirical research gaps for understanding green consumer attitudinal behavior. International Journal of Advanced Research in Management and Social Sciences, 1(4): 28-54.     
  38. Sekaran U (1992). Research methods for business: A skill building approach. John Wiley and Sons, Singapore.     
  39. Sharma Y (2011). Changing consumer behaviour with respect to green marketing–a case study of consumer durables and retailing. International Journal of Multidisciplinary Research, 1(4): 152-162.     
  40. Shil P (2012). Evolution and future of environmental marketing. Asia Pacific Journal Of Marketing and Management Review, 1(3): 74- 81.     
  41. Shirsavar HA and Fashkhamy F (2013). Green marketing: A new paradigm to gain competitive advantage in contemporary business. Trends in Advanced Science and Engineering, 7(1): 12-18.     
  42. Singh G (2013). Green: the new colour of marketing in India. ASCI Journal of Management, 42(2): 52-72.     
  43. Singh PB and Pandey KK (2012). Green marketing: Policies and practices for sustainable development. Integral Review, 5(1): 22-30.     
  44. Solvalier I (2010). Green marketing strategies case study about ICA group AB. M.Sc. Thesis, Karlstad University, Karlstad, Sweden.     
  45. Tang Y, Wang X, and Lu P (2014). Chinese consumer attitude and purchase intent towards green products. Asia-Pacific Journal of Business Administration, 6(2): 84-96. https://doi.org/10.1108/APJBA-05-2013-0037 
  46. Tseng SC and Hung SW (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of Cleaner Production, 59: 174-184. https://doi.org/10.1016/j.jclepro.2013.06.050 
  47. Wang ST (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence and Planning, 32(7): 738-753. https://doi.org/10.1108/MIP-12-2012-0146 
  48. Wanninayake WMCB and Randiwela P (2008). Consumer attractiveness towards green products of FMCG sector: An empirical study. In the Oxford Business and Economics Conference, Oxford University, Oxford, UK.     
  49. Weisstein LF, Asgari M, and Siew SW (2014). Price presentation effects on green purchase intentions. Journal of Product and Brand Management, 23(3): 230-239. https://doi.org/10.1108/JPBM-06-2013-0324 
  50. Wu PC, Yeh GYY, and Hsiao CR (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1): 30-39. https://doi.org/10.1016/j.ausmj.2010.11.001 
  51. Yazdanifard R and Mercy IE (2011). The impact of green marketing on customer satisfaction and environmental safety. In the 2011 International Conference on Computer Communication and Management, IACSIT Press, Singapore, 5: 637-641.     
  52. Yazdanpanah M and Forouzani M (2015). Application of the theory of planned behaviour to predict iranian students' intention to purchase organic food. Journal of Cleaner Production, 107: 342-352. https://doi.org/10.1016/j.jclepro.2015.02.071