Role of Green Marketing in Green Purchase Decision: Mediating Role of Environmental Concerns

Abstract

The aim of the study is to identify the link between green marketing, green purchase decision and consumer awareness about environmental issues. Further to find out the mediating effect of consumer environmental concerns between green marketing and green purchase decision. For this purpose quantitative technique and survey methodology was used. Questionnaire is used to collect data. Results of the study depict a positive relation between green marketing and green purchase decision, green marketing and consumer environmental concerns and consumer environmental concerns and green purchase decision. Green marketing can lead to increase in awareness about environmental issues and green product purchase. The study results also describe that consumer environmental concerns can mediate the link between green marketing and green purchase decision, so marketers should create more awareness about environmental issues to create more profitable green product consumers. This study will contribute to create more awareness among consumers about green products and environmental issues. It will also aware marketers about significance of green marketing to be successful.