scholarly journals Analysis of Green Marketing Tools towards Consumer Purchase Intention in Kathmandu

2018 ◽  
Vol 1 (1) ◽  
pp. 37
Author(s):  
Shulov Shrestha
Keyword(s):  
Hypothesis Testing ◽  
Purchase Intention ◽  
Green Marketing ◽  
Primary Data ◽  
Green Products ◽  
The People ◽  
Consumer Purchase Intention ◽  
Green Packaging ◽  
The Impact ◽  
Structured Questionnaire

<p>The main purpose of this study is to examine the impact of green marketing tools on product choice and how green initiatives influence purchase intention of consumers. The research also attempts to examine the relationship between age, income, education, and occupation with consumer purchase intention in association with green marketing tools. The study is descriptive in nature and focuses on hypothesis testing using structured questionnaire and interview. Structured questionnaire is used to collect primary data from a sample size of 120 respondents focusing on employed, self-employed, students and homemakers. These groups are assumed to represent green purchase in today’s society. However, opinions of marketing professionals have also been considered. The survey population represents the people who go for shopping; data have also been collected from the point of purchase. Green purchase intention was seen to be incremental considering the increase in the level of education of individuals. Green marketing tools i.e., environmental belief, green packaging, green branding, green advertisement, green labelling has been taken into account to observe its significance towards consumer purchase intention. Likert scale questions with five-scalerating were used to do the hypothesis testing. The questions included statements in conjunction with the measure of green marketing tool’s influence over consumer purchase intention. The research revealed that green marketing tools played a significant role in inducing a positive purchase intention towards green products. While there exists growing preference towards green products, price plays a major role in product purchase.</p><p>Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 37-57</p>

scholarly journals Green Purchase Intention: an examination of customers towards Adoption of Green Products

2013 ◽  
Vol 3 (3) ◽  
pp. 244 ◽  
Author(s):  
Muhammad Umar Hayat Abbasi ◽  
Qamar Shehzad Qureshi ◽  
Muhammad Rizwan ◽  
Aftab Ahmad ◽  
Farukh Mehmood ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Green Marketing ◽  
Environmental Responsibility ◽  
Green Products ◽  
The People ◽  
Managerial Implications ◽  
Green Trust ◽  
Self Administered Questionnaire

Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle and people are actively trying to reduce their impact on the environment. Massive industrialization has changed this world radically and leaving behind a curse to nature. Environmental reduction is a concern of people all around the globe. The purpose of this study is to identify the important factors that influence the green purchase intentions of the people. This study investigates the effects of different variables on green purchase intention of consumers. A sample of 150 respondents was taken from the students and professional in Bahawalpur City of Pakistan. The data was collected through a self-administered questionnaire, using the previous established scales. Regression results of the study validate all the hypotheses of the study confirming the significant impact of green perceived value, green trust, green environmental responsibility, green marketing tools and green purchase attitude on green purchase intention. The current study falsifies the assumption that the consumers in developing countries are less prone towards purchasing of green products. Managerial implications and limitations are discussed to make this study more fruitful.

scholarly journals The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students

2020 ◽  
Vol 4 (3) ◽  
pp. 104-112
Author(s):  
B. A. Brimah ◽  
W. D. Olanipekun ◽  
G. A. Olorunlambe ◽  
S. Salawu
Keyword(s):  
Undergraduate Students ◽  
Consumer Goods ◽  
Purchase Intention ◽  
Retention Rates ◽  
Primary Data ◽  
Celebrity Endorsement ◽  
Dynamic Markets ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
University Undergraduate Students

The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard. The main objective of this study was to examine the impact of celebrity endorsement on consumer purchase intention of consumer goods. Primary data through a structured questionnaire was used to elicit information from University undergraduate students. Hypothesis were tested using Pearson Product Moment Correlation Co-efficient (PPMCC) and Multiple Regression Analysis. Based on the findings of the study, it can be concluded that there are factors that significantly influences consumer purchase intention of celebrity endorsed products. Also, there is significant relationship between celebrity endorsement and consumer purchase intention. Similarly, celebrity endorsements significantly impact consumer purchase intention. It was therefore recommended that the strategy and creative execution of all celebrity endorsement deals should be one that will reinforce strongly and consistently the celebrity brand association to ensure that celebrities do not only evoke positive retains, but helps focus attention on the brand in the advertising. Keywords: celebrity endorsement, strategy, brand equity, consumer goods, purchase intention.

Impact of socio-demographics on consumers’ attitude and purchase intention towards ‘eco-friendly’ products

2020 ◽  
Vol 19 (3) ◽  
pp. 361-371
Author(s):  
Sargam Bahl Walia ◽  
Harish Kumar ◽  
Naveen Negi
Keyword(s):  
Purchase Intention ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Primary Data ◽  
Social Variables ◽  
Sources Of Information ◽  
Secondary Sources ◽  
Descriptive Research ◽  
The Impact ◽  
Structured Questionnaire

The objective of this study was to understand the impact of demographic and social variables on consumer attitudes and purchase intentions towards eco-friendly products. The research design used in the study is descriptive research. Primary data were collected from respondents in Dehradun, Uttarakhand, using a structured questionnaire. A total of 500 respondents were considered for the study. Secondary sources of information included various research publications, published newspapers, online and printed journals, magazines, websites and books. The study reveals a significant impact of demographic and social variables on consumer consumption of ‘green’ products. It explores the differences in attitude between ‘green’ and ‘non-green’ consumers regarding social and demographic dimensions.

The Impact of Eco-Labels and the Type of Green Products on Consumer Behavior

2012 ◽  
Vol 524-527 ◽  
pp. 3505-3508
Author(s):  
Jian Xin Li ◽  
Lu Wang ◽  
Hui Juan Qin
Keyword(s):  
Theoretical Basis ◽  
Purchase Intention ◽  
Simulation Experiment ◽  
Green Marketing ◽  
Research Use ◽  
Green Product ◽  
Green Products ◽  
Experiment Method ◽  
Different Types ◽  
The Impact

Now more and more businesses begin implementing green marketing and carrying out the eco-labels program. But there is a confused question for enterprise, if there will have the same effect for different types of green products. For this, the existing literatures have few involved. So, our research use the simulation experiment method to analyze the impact between the two green product types (self-serving green products versus altruistic green products) and the presence of eco-labels (yes versus no) on consumers’ green purchase intention. Results of this study provide a theoretical basis for green products marketing.

scholarly journals Awareness of Green Marketing in Retailing and its Impact in Environment

2019 ◽  
Vol 9 (2S3) ◽  
pp. 440-444
Keyword(s):  
Quantitative Research ◽  
Secondary Data ◽  
Green Marketing ◽  
Environmental Benefits ◽  
Primary Data ◽  
Chi Square ◽  
Descriptive Research ◽  
Chi Square Analysis ◽  
The Impact ◽  
Structured Questionnaire

Green marketing refers to the process of selling goods or services based on environmental benefits. Green selling is very much significant for a number of reasons from eliminating extravagance and to educate all the consumers about maintaining the product or services eco-friendly. Objective of the studyis to identify the awareness of green marketing among retailers and to analyses the impact of green marketing on environment. This study is a quantitative type of research and it involves a descriptive research design. Quantitative research is obtained based on the structured questionnaire framed. Researcher has taken Primary Data through Questionnaire and Secondary Data through Journals, Magazines and Internet. Researcher Used Bar Diagram, Pie Diagram and Chi-Square Analysis for Interpretation.

scholarly journals Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

2021 ◽  
Vol 10 (1) ◽  
pp. 28-37
Author(s):  
Ismat Ara Eti ◽  
Mohammad Abu Horaira ◽  
Mohammad Murshedul Bari
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Social Media Marketing ◽  
Primary Data ◽  
Survey Method ◽  
Significant Stimulus ◽  
Confirmatory Factor ◽  
Consumer Purchase Intention ◽  
Structured Questionnaire

The study was motivated by the need to highlight the roles played by social media marketing on consumers' purchase intention during the COVID-19 pandemic. Since it was a quantitative study, hypotheses were tested to generate findings. We used IBM SPSS 25.0 software to analyze using reliability statistics, descriptive statistics, and IBM SPSS Amos 26.0 software was used to do confirmatory factor analysis for the purpose of developing hypothesis, and SEM used for trying to fit the model. The primary data was mustered by personal interview in an online survey method through a structured questionnaire with five-point Likert scales from 240 Bangladeshi online consumers. These findings publicized that social media marketing (Facebook, Instagram, and YouTube) a significant stimulus on consumers purchase intention during COVID-19, and all factors except discount or coupon offer and brand awareness had an epoch-making and constructive connection with consumers’ purchase intention during the coronavirus malady (COVID-19) epidemic in Bangladesh.

scholarly journals The impact of Consumer Awareness on buying behavior of green products

2018 ◽  
Vol 6 (04) ◽  
Author(s):  
Manveer Kaur ◽  
Dr. Ambika Bhatia
Keyword(s):  
Purchase Intention ◽  
Developed Countries ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
Green Products ◽  
Consumer Awareness ◽  
The People ◽  
Knowledge Age ◽  
Ecological Concern ◽  
The Impact

Consumer awareness towards the organic, eco-friendly or green products is important in guiding them towards the purchase intention and further favors the buying behavior. This study aims to identify the influence of consumer’s environmental concerns, awareness of green product, and brand image on their buying decision of eco-friendly products. Companies try to produce natural products to meet the need and satisfaction of the people. Major determinants that impacts consumer awareness and further leads them to buy green products are safety, income, ecological concern, knowledge, age , gender, attitude, values, brand labelling, packaging etc. this study provides valuable insights into the consumer buying behavior by studying the consumer awareness. Compared to consumer awareness in developed countries Indian consumers are still less aware of the environmental issues. This paper reviews the work of researches and aims to define the impact consumer awareness have on the purchasing behavior of the organic or green products.

Sign in / Sign up

Export Citation Format

Share Document