Impact of Green Marketing Mix on Customers’ Green Purchasing Intention with Special Reference to Sri Lankan Supermarkets

Abstract

The purpose of the study is to examine the influence of green marketing mix on customers’ green purchasing intention with special reference to supermarkets in Sri Lanka. A total of 173 responses were collected through a self-administered questionnaire based on the convenience sampling approach. The questionnaire was designed to study the impact of green product, green price, green place and green promotion on green purchase intention through customers’ attitudes towards the environment. A conceptual model was derived and tested using Multiple Regression Analysis. Findings revealed that there is a significant impact on green product, green price and green promotion by green purchase intention. The study included mediation analysis to test the mediating impact of consumers’ environmental attitude on the relationship between green marketing mix and green purchase intention. Green product and green price were proven to have a significant impact on green purchase intention because of customers’ environmental attitudes. Based on these findings, the academic and practical implications are discussed in detail in the study.