IMPACT OF GREEN PRODUCT FEATURES, GREEN PRICING STRATEGY, AND CORPORATE ENVIRONMENTAL RESPONSIBILITY ON GREEN PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER ATTITUDE

Abstract

The main objective of conducting this research is to find out the relationship between Green Marketing Tools (Green Product Features; Green Pricing; Green Advertising; Corporate Environmental Responsibility) and Green Purchase Intention, a conceptual framework underpinned on the Theory of Planned Behavior. The study also investigates the role Consumer Attitudes towards Green Products play as a possible mediator between the relationship of afore-mentioned Green Marketing Tools and Green Purchase Intention of the consumers. In order to carry out the research, a survey questionnaire was prepared measuring six constructs through corresponding six measurement items. The questions were close-ended and were circulated in different online groups, in addition to the seeking of in-person responses. A total of 215 responses were received, which were then examined in SPSS and PLS-SEM software, with a variety of tests performed on the results such as descriptive analysis, reliability, consistency, validity, fornel-lacker and path analysis etc. The results showed that all the variables of Green Marketing Tools have a significant and positive relationship with Green Purchase Intention. Moreover, the results also revealed that Consumer Attitude serves as a significant mediator of the relationship between all the variables of Green Marketing Tools and Green Purchase Intention. Findings of the study imply that companies should pay close intention to Green Marketing Tools such as Green Product Features, Green Pricing, Green Advertising and Corporate Environmental Responsibility because these practical aspects/features of the products are weighed-upon heavily by the potential consumers, who analyze these details carefully and form an attitude on green products based on these green marketing tools. The favorable attitude formation then ultimately translates into purchase intention of buying green products.