Green marketing and consumer purchase intention

Abstract

With the increasing concerns for the environment, the market for green products is increasing day by day. In the report, we researched and studied the consumer's buying intention towards green products. We examined the influence of socio-demographic factors (gender, income or education) and Economic factors like premium pricing on consumer behaviour while purchasing green products. We conducted a Focus group interview to get insights on the factors that may affect consumer purchase intention. We designed our survey based on these insights and collected the data from the respondents. We cleaned the data and ran it on SPSS. We conducted a paired t-test to check for the impact of gender on purchase intention and a one-way ANOVA analysis to check the impact of education levels and income levels on purchase intention. We also did a Pearson Correlation test to find whether consumers are reluctant to pay a premium while making purchase decisions for green products. The outcome of the marketing research process was category awareness is very important in the purchase intention of green products. It is found that no socio-demographic factors(gender, education or income) or economic factors (premium pricing) were significantly impacting customers’ green purchase intention. The result discrepancies might be because of Convenient Sampling, or the population is either under or overrepresented. Further study may be done on consumers attitudes and packaging to learn more about green products purchase behaviour. When it comes to omnichannel strategies, usage instructions on the product packaging and omnichannel strategies aren't addressed in this project, but they can have a significant impact on a customer's buy intention.