Behavioral Intention of Consumers for Green Marketing in India: The Mediating Role of Consumer Environmental Attitude

Indian companies are proactively anticipating the forthcoming transformations in the business environment and adopting sustainable practices as an integral part of their future business models. The primary objective of this study is to investigate the impact of the green marketing mix on customer attitude and the subsequent influence of customer attitude on purchase intention within the domain of green purchasing. An online survey was conducted to gather responses from 134 Indian customers in order to shed light on the impact of green marketing mix techniques on consumers’ intentions to purchase green products. The investigation applied partial least square: structural equation modeling to examine consumers’ attitudes and intentions. The findings indicate that the variables of green products, price, and promotion have a significant and beneficial impact on customers’ attitudes within the context of green initiatives. Furthermore, it is worth noting that attitude plays a crucial role in influencing purchase intention. Specifically, green promotion and green price emerge as the most influential factors in shaping customers’ attitudes. Furthermore, the presence of green places has an insignificant and adverse impact on individuals’ attitudes. Additionally, the presence of green places has a substantial impact, both directly and indirectly, on individuals’ intentions to make a purchase. Therefore, it can be considered a case of complementary partial mediation.