Authors :
Amena Khatun; Sanjoy Kumar Roy
Volume/Issue :
Volume 7 - 2022, Issue 10 - October
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3zMHD9n
DOI :
https://doi.org/10.5281/zenodo.7295607
Abstract :
This study aimsto investigate the influence of
green marketing strategies on the green buying
intentions of Bangladeshi green consumers. A
convenience sample of 277 consumers was used. The
study employed structural equation modeling to
scrutinize the impact of green marketing strategies. The
results indicate that all the green variables (value,
packaging, labeling, price place, and promotion)
significantly impact green buying intentions.The green
promotion has the highest impact and the green place
has the lowest impact on the green buying intentions of
consumers. Marketers and experts may take necessary
steps for the betterment of business marketing as well as
for a sustainable environment and livelihood.
Keywords :
green strategy, green buying intention; green consumer behavior; green marketing, Bangladesh.
This study aimsto investigate the influence of
green marketing strategies on the green buying
intentions of Bangladeshi green consumers. A
convenience sample of 277 consumers was used. The
study employed structural equation modeling to
scrutinize the impact of green marketing strategies. The
results indicate that all the green variables (value,
packaging, labeling, price place, and promotion)
significantly impact green buying intentions.The green
promotion has the highest impact and the green place
has the lowest impact on the green buying intentions of
consumers. Marketers and experts may take necessary
steps for the betterment of business marketing as well as
for a sustainable environment and livelihood.
Keywords :
green strategy, green buying intention; green consumer behavior; green marketing, Bangladesh.
