Green Marketing Practices and Green Purchase Intentions: Examining the Mediating Role of Consumer Attitudes among Indian Consumers

Abstract

The above-mentioned environmental sustainability factors had an impact on the business strategy in relation to the process of the production and marketing of the product. Eco-marketing is a kind of business strategy which impacts environmentally sustainable production and consumption of the product. Even though the sustainable development has become quite crucial nowadays, the relationship between the eco-marketing strategy and consumers' purchasing intention in regard to developing countries such as India may be described as ambivalent. Hence, the objective of the present research paper is to explore the influence of eco-marketing of the company on the purchasing intention of the consumers in regards to the eco-product considering the consumer attitudes to the product. The theoretical framework of the current research paper was based on TPB theory and S-O-R model. Such approach makes it possible to analyze the attitude of the consumers to the eco-product via eco-marketing and the purchase of environmentally sustainable products. The research was carried out in quantitative terms using 500 Indian consumers via SEM.