International journal of

ADVANCED AND APPLIED SCIENCES

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

Frequency: 12
line decor
  
line decor

 Volume 6, Issue 3 (March 2019), Pages: 62-71

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

 Original Research Paper

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

 Author(s): Bandar Khalaf Alharthey *

 Affiliation(s):

 Arab East Colleges, Riyadh, Saudi Arabia

  Full Text - PDF          XML

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0002-2512-5016

 Digital Object Identifier: 

 https://doi.org/10.21833/ijaas.2019.03.010

 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. 

 © 2019 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 products, Green marketing practices, Consumer purchase intention, Consumer buying decision, Green buying decision

 Article History: Received 26 October 2018, Received in revised form 13 January 2019, Accepted 18 January 2019

 Acknowledgement:

No Acknowledgement. 

 Compliance with ethical standards

 Conflict of interest:  The authors declare that they have no conflict of interest.

 Citation:

 Alharthey BK (2019). Impact of green marketing practices on consumer purchase intention and buying decision with demographic characteristics as moderator. International Journal of Advanced and Applied Sciences, 6(3): 62-71

 Permanent Link to this page

 Figures

 Fig. 1 

 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 

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

 References (24) 

  1. 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   [Google Scholar]
  2. Bhowal A and Kalita AC (2016). ‘Green pricing’ and ‘green buying decisions’ a case study of young consumers. International Journal of Innovative Research and Development, 5(14): 210-222.   [Google Scholar]
  3. Dagher G, Itani O, and Kassar AN (2015). The impact of environment concern and attitude on green purchasing behavior: Gender as the moderator. Contemporary Management Research, 11(2):179-206. https://doi.org/10.7903/cmr.13625   [Google Scholar]
  4. Diglel A and Yazdanifard R (2014). Green marketing: It’s influence on buying behavior and attitudes of the purchasers towards eco-friendly products. Global Journal of Management and Business Research, 14(7): 11-18.   [Google Scholar]
  5. D'Souza C (2004). Ecolabel programmes: A stakeholder (consumer) perspective. Corporate Communications: An International Journal, 9(3): 179-188. https://doi.org/10.1108/13563280410551105   [Google Scholar]
  6. Fonseca JCG (2015). The impact of green marketing practices on consumer buying decision. M.Sc. Thesis, ISCTE-IUL, Lisbon, Portugal.   [Google Scholar]
  7. Govender JP and Govender TL (2016). The influence of green marketing on consumer purchase behavior. Journal of Environmental Economics, 7(2): 77-85. https://doi.org/10.21511/ee.07(2).2016.8   [Google Scholar]
  8. Haery FA, Dehaghi MR, and Yazdani A (2013). Effect of green marketing on consumer purchase intentions with regard to the company's image as a mediator in the retail setting case study: The Customers of Naghshe-e Jahan sugar company. International Journal of Academic Research in Business and Social Sciences, 3(11): 442-452. https://doi.org/10.6007/IJARBSS/v3-i11/356   [Google Scholar]
  9. Han H, Hsu LTJ, and Sheu C (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3): 325-334. https://doi.org/10.1016/j.tourman.2009.03.013   [Google Scholar]
  10. Hassan Y and Nor MNAM (2013). Understanding consumer decision making towards green electronic products. South East Asia Journal of Contemporary Business, Economics and Law, 2(1): 27-33.   [Google Scholar]
  11. Hello GM and Al Momani NM (2014). Green marketing and its relationship to the purchase decision: An empirical study on students from King Abdul Aziz University in Jeddah. Researchers World, 5(2): 121-130.   [Google Scholar]
  12. Jaju A (2016). A study of the impact of green marketing on consumer purchasing patterns and decision making in Telangana, India. M.Sc. Thesis, National College of Ireland, Dublin, Ireland.   [Google Scholar]
  13. Jamal ZB, Islam S, and Barua P (2016). Analyzing factors that affect green purchase behavior: From the context of Bangladeshi consumers. Journal of Economics, Business and Management, 4(10): 611-617.   [Google Scholar]
  14. Kotler P and Keller K (2009). Marketing management. 13th Edition, Pearson International Edition, Upper Saddle River, USA.   [Google Scholar]
  15. Maheshwari SP (2014). Awareness of green marketing and its influence on buying behavior of consumers: Special reference to Madhya Pradesh, India. AIMA Journal of Management and Research, 8(1/4): 0974-497.   [Google Scholar]
  16. Mintu AT and Lozada HR (1993). Green marketing education: A call for action. Marketing Education Review, 3(3): 17-23. https://doi.org/10.1080/10528008.1993.11488420   [Google Scholar]
  17. Polo OO (2015). Green conspicuous consumption: The effects of green marketing strategies on consumers’ behavior. M.Sc. Thesis, Ivo Ponocny, Vienna. Austria.   [Google Scholar]
  18. Rashid NRNA (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8): 132-141. https://doi.org/10.5539/ijbm.v4n8p132   [Google Scholar]
  19. Schena R, Netti G, and Russo A (2015). Consumers’ behavior toward green products: A signalling theory approach. International Journal of Business Administration, 6(6): 44-54. https://doi.org/10.5430/ijba.v6n6p44   [Google Scholar]
  20. Sehgal MP and Singh N (2010). Impact of eco-friendly products on consumer behavior. CBS E-Journal, 6(1): 1-16.   [Google Scholar]
  21. Shaikh AS and Rahman MU (2011). Consumer perceptions of green products: A survey of Karachi. Journal of Independent Studies and Research, 9(2): 15-23.   [Google Scholar]
  22. Sharma P (2015). Green marketing–Exploratory research on consumers in Udaipur city. Journal of Applied Research, 5(1): 254-257.   [Google Scholar]
  23. Siddique MZR and Hossain A (2018). Sources of consumers awareness toward green products and its impact on purchasing decision in Bangladesh. Journal of Sustainable Development, 11(3): 9-22. https://doi.org/10.5539/jsd.v11n3p9   [Google Scholar]
  24. Stern NZ and Ander WN (2008). Greentailing and other revolutions in retail: Hot ideas that are grabbing customers' attention and raising profits. John Wiley and Sons, Hoboken, New Jersey, USA.   [Google Scholar]