Title: Influence of green marketing mix on consumer purchase intention: mediating role of environmental concern

Authors: Priyanka Mahanta; Amit Kumar Singh; Carolyn Vanlalhriati

Addresses: Department of Business Administration, University of Science and Technology Meghalaya, India ' Department of Management Studies, Babasaheb Bhimrao Ambedkar University, Lucknow, India ' Department of Management, Mizoram University, India

Abstract: The main purpose of the study is to examine the impact of environmental concern as a mediator on the relationship between the green marketing mix, i.e., green products, green price, green promotion, green place, and purchase intention. As on a global level, the idea of 'green marketing' is gaining importance. Responses from 353 customers across Assam were collected. The causal relationship between the latent variables and the mediator were evaluated using structural equation modelling (SEM). According to the findings, consumers from Assam had a strong perception towards environmental concerns and the green marketing mix and both had a favourable influence on their intentions to buy green products. It was determined that the factor of environmental concern was proved to be able to mediate the impact of green marketing mix except green place on the purchase intention of green products. This study provides new insight on how the environmental concern of consumers mediates the relationship between green marketing components and their purchase intention, which is an important aspect to be taken into consideration.

Keywords: green marketing; purchase intentions; environmental concerns; structural equation modelling; SEM.

DOI: 10.1504/IJMP.2026.153542

International Journal of Management Practice, 2026 Vol.19 No.3, pp.266 - 285

Received: 30 May 2024
Accepted: 01 Nov 2024
Published online: 13 May 2026 *

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