Relationship between green marketing and behavioural intention: empirical evidence from Indian consumers Online publication date: Tue, 15-Feb-2022
by Trilok Pratap Singh; Utkal Khandelwal
International Journal of Green Economics (IJGE), Vol. 15, No. 3, 2021
Abstract: In India, the increasing awareness toward environmental issues and consumer demand for eco-friendly products has made the companies shift from their conventional marketing practices to green marketing. Thus, the aim of this research was to examine the impact of green marketing variables on behavioural intentions (BI) with mediating effect of consumer attitude (CA). The empirical result derived from this study provides a green marketing framework that comprises of eight different constructs. The entire green marketing construct establishes a direct significant relationship with BI. However, partial mediation of CA has been found in the relationship of green marketing variables and BI. Good numbers of research studies have been done on green marketing in the Western world; however, there is a scarcity of these studies in India. This is one of the unique research measuring green marketing and its impact on CA and BI with eight different constructs among Indian consumers.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Green Economics (IJGE):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook