Title: Relationship between green marketing and behavioural intention: empirical evidence from Indian consumers

Authors: Trilok Pratap Singh; Utkal Khandelwal

Addresses: Madhav Institute of Technology & Science, Gwalior 474005, Madhya Pradesh, India ' Institute of Business Management, GLA University, Mathura 281406 (U.P.), India

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.

Keywords: green marketing; environmental concerns; consumer attitude; behavioural intention; sustainable competitive advantage.

DOI: 10.1504/IJGE.2021.120873

International Journal of Green Economics, 2021 Vol.15 No.3, pp.274 - 299

Accepted: 05 Dec 2021
Published online: 15 Feb 2022 *

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